Research On The Optimization Of New Media Marketing Strategy Of HY Education Group

In the face of such a fragmented,multi screen era,the traditional marketing theory has been difficult to adapt to the widely used market of social media,and the marketing methodology has also changed.The importance of new media marketing for various industries is also increasingly prominent,so is the education enterprise.With the change of people's educational concept and the state's strict control and supervision of education,the competition in the education industry is becoming increasingly fierce.In the fierce market competition,if education enterprises want to obtain more market share,they must improve their own marketing strategies,seize the opportunity of new media marketing,and obtain more potential customer resources.Based on the marketing theory and new media marketing theory,this paper analyzes the marketing and management status of hy education and training group,deeply discusses the practical problems of new media marketing applied to hy education and training group,and finds out the main reasons.For example,through this study,we find that hy Education Group has some problems in new media marketing,such as improper choice of time and space of marketing scene,inaccurate community marketing strategy,urgent planning of new media marketing content,serious homogenization of content,lack of reasonable planning of communication content,imperfect docking mechanism among marketing personnel,etc.,and the integration degree of new media marketing mode is not enough The main reason for these problems is that the cognition of the role of new media in marketing is biased and lacking,and the measurement of the marketing effect of new media is the main reason.Finally,this paper puts forward the basic strategy of hy group adopting new media marketing according to the main problems existing in new media marketing of hy education group.Based on the successful cases and experience of new media marketing of domestic primary and secondary school extracurricular counseling institutions,combined with the product characteristics and brand value of hy group,and using the "new 4C" marketing mix theory,this paper puts forward integrated marketing countermeasures for HY group from four dimensions of scene,community,content and people to person connection,which can effectively help hy group stand out in the fierce competition market ? The specific strategies are as follows: optimize the marketing strategy of new media scene from time and space;establish the community of students and parents to carry out community marketing;improve the content of new media communication and design different communication content according to the characteristics of different platforms;optimize the link marketing between people,including viral microblog marketing supported by Mingxing,marketing strategy from the perspective of parents,etc.Especially,the research and application of "new4C" marketing mix theory,from the four dimensions of scene,community,content and people to person connection,puts forward integrated marketing countermeasures for HY group,which can effectively help hy group stand out in the fierce competition market.