The Research On The Marketing Strategy Of New Hunan And New Education Channel

Along with the development of the times,great changes have taken place in the form of media,and the entire media pattern has undergone reorganization and reshuffle.With the fast development of digital technology and the rapid popularization of network,new media are rising promptly with the increase of various platforms,intensive collision occurs between traditional media and new media,and frequent cooperation as well as competition emerges among new media.In the era of Education Informatization 2.0,the rapid upgrading of educational means,the continuous updating of educational concepts and the constant changes of educational environment have brought both opportunities and challenges to the industry of education,thus urging this industry to proactively think about its operation and development.As an educational brand under the official media,New Hunan and New Education Channel need to research how to operate and develop in the era of Educational Informatization 2.0.With New Hunan and New Education Channel as the research object,and the current status and development trend of smart education and all media as the research background,this paper analyzes the external macro-environment of New Hunan and New Education Channel by PEST analysis method,analyzes the advantages,disadvantages,opportunities and threats of the channel by SWOT analysis method,and analyzes the core resources of the channel;in addition,combined with the current status of the channel,the marketing strategy is made for the channel.According to the company’s marketing mode characteristics,by scientific management method,this paper formulates related work procedures as well as work processes,conduct scientific market positioning and determine target market.Through analysis on the products of the channel,based on 4P theory,this paper designs product strategy,price strategy,channel strategy and promotion strategy.Moreover,this paper formulates the implementation/promotion schemes and supports for the marketing strategy of the channel,including implementation/advertising/planning schemes of marketing strategy and organizational,financial,HR and information technology supports.Through the comprehensive and in-depth investigation and research on the marketing strategy of the channel,this paper provides a model for the practice of Education Informatization 2.0 Action and is greatly significant in reference.Moreover,it provides ideas for research on the all-media marketing strategy.