Research On The Improvement Of Virtual Community Marketing Strategy Of H Company

With the rapid development of mobile Internet,virtual community came into being.Using virtual community technology,people are no longer confined to the traditional teaching forms of classroom teachers and students in the past thousands of years,but can carry out online learning through mobile phones,i Pads,computers and other Internet devices anytime and anywhere.H company is an adult quality education and training company.While providing traditional offline course services,it also uses online virtual communities to carry out training courses and various marketing activities.In this thesis H company's community marketing is the research object,with the research idea of "raising problems,analyzing problems and solving problems".On the one hand,it analyzes the current situation,problems and causes of H company's community marketing,and defines how H company can solve the existing problems such as unclear product positioning,bottleneck in user scale development and various constraints on profitability through appropriate marketing strategies.On the other hand,it analyzes the internal and external marketing environment of H company,covering the macro environment,industry and competitors,internal resources and capabilities of the enterprise,and makes an in-depth analysis of user needs according to the research results of Kano model.This thesis puts forward some suggestions on the optimization of H company's marketing strategy according to AARRR user acquisition model.The acquisition perspective of new users,broaden the channels for obtaining customers,break through the promotion restrictions,and increase the added value of the community to attract traffic;From the perspective of user activation,maintain active community culture and values,and establish balanced community rules;From the perspective of user retention,we should use operational thinking to make community products,and set hierarchical managers;In terms of realization mode,set up multi-level products and establish a partner system;From the perspective of autobiography,form a self propagating community culture and establish a fission growth model.This thesis expects to provide improvement strategies for H company in the changeable training market,and also provide feasible reference for other enterprises in the marketing strategies of learning virtual community.