Education And Training Industry In The Word Of Mouth Marketing Management Research

In recent years, China’s education and training industry has entered a rapid development period.Due to the low admittance threshold, many institutions have to enter this seemed to be full of profiteering industry. However, on the one hand, as the competition homogeneity and increase of the competitors, the training market has begun to enter" the small profit era". On the other hand, the progress of information technology brings the increase of information transmission channel, which makes consumers communicate more conveniently as well as enhance their ability to question the credibility of media.Under the circumstances, in order to obtain a broader market space, China’s education and training institutions must change marketing concept, attaching great importance to old not new customers to maintain its competitive advantage. They also need establish a more intimate personal relationship with every customer. It requires that marketers can no longer rely on a single information dissemination channel--mass media to disseminate their products but to pay attention on the oral communication between consumers and attaches more importance to the word-of-mouth marketing. Practice shows that customers wined through word of mouth marketing have more long-term value than that of traditional marketing ways.This article set out to analysis in-depth of the advantages of word-of mouth marketing in education and training industry from the specificity of education and training product and service, combined with the analysis of the management mode of WOM marketing. It has completed establishing word of mouth marketing management mode in education and training industry from four major parts:WOM channel, WOM topic, disseminator management and management of negative WOMIt is obvious that word-of-mouth marketing is a systematic project, only long and hard efforts can obtain the ideal effect. In the education and training industry, implementing strategies of word of mouth marketing has the advantages such as low investment, low cost, high credibility. But actually consciousness of domestic education and training industry to implement word-of-mouth marketing is weak and their marketing strategy is relatively backward. To solve these problems, this paper uses the analysis method of combining theory and practice, the paper gives a positive guidance for word-of-mouth marketing practice in the future. To some extent, it promote the development of education and training industry.