Research On Social Media Marketing Strategies For Online Education Company A Based On The SICAS Model

"Internet plus education" is a new economic form.Chinese online education market has been steadily expanding in recent years.With the development of online education,users for acceptance of payment has gradually strengthened;Under the outbreak in early 2020,primary and secondary schools,universities and out-of-school training institutions around the country have also opened up the online teaching model,it can be said that the epidemic has indeed promoted the development of online education.However,there are greater tests for the enterprise’s own operational capacity,teachers and curriculum content.According to the user’s age and different needs,online education is divided into several sectors,such as early and preschool education,K12,higher education,language training,quality education,etc.In order to meet the various needs of users,it covers all aspects of learning and education from different perspectives.Online education relies on the development of the Internet,there are some differences in marketing methods and marketing strategies from offline education.The development of online education started with the PC Internet,so advertising is mainly realized through the PC Internet.On the PC side,online education is mainly run through news portals and search engines,and the form of advertising is mainly to expose brand content.The development of mobile Internet provides more mobile traffic for online education product marketing.As users rely on mobile smartphones,mobile online education products have also emerged a wealth of user experience and play.Educational advertisements are actively tried to be placed on the mobile media.With the emergence and application of new media platforms,the form of advertising is more and more diverse at this time.Meanwhile,it can also better enrich the marketing model of social media.Company A is an Internet enterprise with a strong traditional education background.It is a subsidiary of the New Oriental Education Group.It undertakes the brand influence of the New Oriental and high-quality educational resources.It accesses the synergy of the New Oriental education ecosystem as well.In recent years,in addition to the traditional offline education institutions that have launched online courses,some new institutions and more and more Internet companies have also begun to open online education business.This article starts from the perspective of social media marketing.Take company A as an example,to study how online education enterprises optimize marketing thinking and maintain their own competitive advantage under the new economic form and business pattern.Based on the SICAS model,a consumer behavior analysis tool,this paper designs questionnaires to optimize Company A’s marketing strategy from the perspective of social media marketing.this paper takes online education company A as the research object.It discusses company A’s social media marketing macro-environment,based on the Porter five-force model of the competitive environment,as well as the enterprise’s own conditions and capabilities respectively.Taking the SICAS model as the research context,the data collection and analysis are carried out after the questionnaire is formed.From the perspective of the impact of consumer behavior on the effects of social media marketing,it deeply analyzes the current situation of social media marketing of online education company A and summarizes its current shortcomings.On this basis,the SICAS model of online education company A is constructed,and the corresponding social media marketing strategy selection suggestions are put forward,as well as the relevant implementation guarantees.Through the research of this paper,it provides references and suggestions for social media marketing in the online education industry,and arouses the research of social media marketing and consumer behavior analysis tools,so as to provide reference for perfecting the theoretical system of social media marketing.