Research On W Cloud Classroom Online Vocational Education Community Marketing Strategy

With the economic development and the change of social form,the era of the Internet has entered a mature stage.In addition,the impact of the epidemic on the current society has accelerated the development of online vocational education.At present,the scale of online vocational education users is becoming larger and larger,and the competition in the industry is becoming more and more fierce.Many online vocational education enterprises are facing more difficulties because of the lack of appropriate operation mode and marketing strategy.The emergence of mobile terminals has increased people’s use of social media.Based on this background,the marketing method of social marketing has emerged.With the rapid development of online vocational education in recent years,social marketing has also become one of the popular marketing channels used by various enterprises.Taking w cloud classroom as the research object and based on the conceptual theories of community,virtual community,community marketing,4C marketing theory and relationship marketing theory,this paper first analyzes the current situation and problems of W cloud classroom online vocational education community marketing,including the current situation of W cloud classroom online vocational education products and services and community marketing strategies,and then investigates the existing problems of community marketing.Secondly,it uses PEST analysis method to analyze the macro environment of W cloud classroom online vocational education market,Porter’s five forces model to analyze the competitive environment of W cloud classroom online vocational education market and SWOT analysis of W cloud classroom online vocational education,and then puts forward the problems of existing marketing strategies.Thirdly,it puts forward the optimization strategy of online vocational education community marketing in W cloud classroom,including market segmentation,target market selection and market positioning of online vocational education positioning strategy,as well as the combination strategy of social marketing: scenario strategy formulation in social marketing,community strategy formulation in social marketing,content strategy formulation in social marketing,and people to people connection strategy formulation in social marketing.Finally,according to the previous analysis,this paper puts forward the guarantee measures of W cloud classroom online education community marketing strategy,including optimizing system guarantee,strengthening R&D management,paying attention to crisis prevention and risk management,and improving human resource system.It is hoped that through the optimization research of W cloud classroom online vocational education community marketing strategy,this paper can help w cloud classroom improve community marketing.At the same time,it is also expected to provide some reference for other online vocational education industry development enterprises to carry out community marketing,and promote the better and faster development of China’s online vocational education industry.