Research On New Media Marketing Strategy Based On New 4C Theory

With the advancement of mobile internet technology and smartphone technology,the progress of the new digital media platforms has trended towards flourishing and blossoming in recent years.New media's immediacy,interactivity and very high social attributes also provide increasing value for corporates' marketing.At the same time,the K12 online education industry is facing the dilemma of low market recognition,high customer acquisition costs in the market cultivation stage,and the difficulty for enterprises to realize profits.This paper focuses on the application of the "new 4C theory" in the K12 online education industry.Firstly,it analyzes the characteristics of the online education market,the difficulties faced by online education marketing and the advantages of new media marketing.Then through the in-depth study of S company's new media marketing case,it reveals how the K12 online education enterprise can obtain potential users through the promotion of new media platforms and self-built media matrix,presents valuable content to users in appropriate scenarios,and uses the social properties of the new media to influence users to actively share the innovative marketing methods of disseminating high-quality content and stimulating users' purchase needs.The article gives a methodological summary of each link of the "new 4C theory".It involves the "fish pond theory" of cultivating potential users,planning content production strategies through user portraits,and stratifying users with multi-level product tools through the use of perceived usefulness theory.As a fast-growing sunrise industry,the online education industry is gradually maturing.In the early days of the industry,many companies were keen to use the simple and violent advertising bombing model to quickly enter the market,and produced good results in market cultivation and user accumulation.However,this model cannot last for a long time.As the enthusiasm of the capital subsides,the company will eventually return to focus on marketing of accurate customer acquisition and cost consideration.In the foreseeable future,more and more media terminals will carry more diverse media communication methods and content into our lives,and the user characteristics of the online education industry itself are very suitable for promotion by means of new media marketing.Therefore,the research on the new media marketing strategy of K12 online education enterprise S has very practical significance for the development of the whole industry and the progress of new media marketing theory.