Research On WeChat Marketing Strategy Of S Art Education Company

Under the background of the country’s annual attention to the development of art education and the public’s centralized use of WeChat APP mobile phone software,this thesis takes S art education company as the object to study its WeChat marketing strategy,so as to explore how art education companies can display their strategies in WeChat marketing.And this thesis uses the community marketing closed-loop methodology,the New 4C Rule,as a new perspective of theoretical observation.In addition,from the method and process,first of all,this thesis explores the current situation of seven forms of WeChat marketing of the company through field research method,case study method,etc.Secondly,this thesis finally collected 280 valid questionnaires and a total of 40 on-site or telephone follow-up interviews in the later period,which took a total of 50 days,to find out the shortcomings of the company’s seven forms of WeChat marketing.Thirdly,this thesis explores the reasons behind the seven forms of WeChat marketing of the company through field research method,in-depth interview method,etc.Finally,this thesis proposes seven forms of improvement strategies for the company’s WeChat marketing through literature research method,experience summary method,etc.The research results show that:in the company’s WeChat marketing,first,from the perspective of context needs,there are insufficient response to context needs such as WeChat group job review,dynamic display of WeChat friends circle,WeChat private letter learning feedback.The reasons include the lack of reasonable planning of the company and the failure to unite parents.Countermeasures:prepare for the plan,run the tracking tactics,increase the supply of supplies and pay attention to the information record.Second,from the perspective of content interest,there are mainly insufficient interest in WeChat group counseling,WeChat friends circle works,WeChat private letter feedback and other content.The reasons include the lack of pertinence,richness and freshness of the company’s content.Countermeasures:open up new content,develop interesting games,correspond to gift preferences,add a variety of raffles and maintain pleasant communication.Third,from the perspective of connection advantages,there are mainly shortcomings such as WeChat group counseling advantages,WeChat friend circle display advantages,and WeChat private letter interaction advantages.The reasons include the company’s lack of consideration from the perspective of customer parents and their children and insufficient attention.The countermeasures include over-expectation service,high-value feedback,preheating activities,attractive participation and caring interaction.Fourth,from the perspective of community development,there are mainly insufficient development of WeChat potential customers.The reasons include that the company’s service groups are mainly existing customers and the promotion is not enough.Countermeasures:take the initiative to pay in the early stage,pay attention to customer preferences,carry out multimedia matrix communication,create service characteristics,do a good job in communication response and solve customer pain points.In summary,the conclusion is that when art education companies implement strategies in WeChat marketing,they should form a j oint force with customers and pay attention to meeting the actual needs of customers in terms of improving context needs.In terms of improving content interest,customers should be given more pleasant experiences and independent choices.In terms of promoting connection advantages,we should make every effort to highlight the company’s characteristics and maintain positive interaction with customers.In terms of strengthening community development,we should take the initiative to pay attention to and care about customers and try to help customers solve problems.Through the collation of this study,hope to play a certain role in improving the company’s WeChat marketing work,hope to play a certain degree of reference for the development of WeChat marketing work of art education companies in the same industry and hope to provide some reference value for later researchers in the WeChat marketing of the art education industry and the theoretical application of the New 4C Rule.