| WeChat, a kind of free application providing instant messaging services for a smart terminal, is launched by the Tencent Company in 2011. And weChat public platform, a highly popular operating platform, is also launched by the Tencent Company in 2012. WeChat as the top application of mobile Internet era, has more than 500 million users worldwide total scores, download rate and utilization rate in mobile applications are ranked in the top.This situation is both challenge and opportunity for education and training industry, so the application of this new technology is continuously grope WeChat strategy, can effective play WeChat role in the education training work, improve service quality and management level of education training institutions.Firstly, the thesis does research into WeChat and WeChat public platform based on the analysis of the literature of operation, marketing and dissemination, and investigates the application of WeChat public platform, targeted as several education training institutions in Shanghai. On the basis that, the thesis summarizes the present situation of the application of WeChat platform in education training institutions.Secondly, in order to draw lessons from the strategies of excellent platform of WeChat, this article takes the WeChat of better education training institutions in Shan ghai as the representative, by way of 5W mode, marketing theory SWTO and other th eories. And the article integrates the research methods of literature analysis, questionn aire investigation and interviews to analyze the tactics in how they apply their instituti ons’ WeChat from spreading body, content, modes of transmission, objects and effects.Through the above analyzes, we find the problem.Finally, in terms of some problems existing in the use of WeChat in educ ation training institutions, the thesis puts forward some suggestions and improv ement strategies to solve these problems, combining SWTO analysis of the use of WeChat in education training institutions. |
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