| Education is an eternal topic,the development of Internet and popularity of computer spawned online education,promoting technology and capital makes online education mode and product form more diverse,online education now,is no longer the first line of education information online,with mobile users online learning scene and rich the product in the form of online education,online education is more diverse,the content of the boundary is greater.Online education has become an essential way of learning,covering billions of peopleBehind the huge user demand is a market of hundreds of billions of levels of online education,and with the support of national policies,has won the favor of enterprises and investment institutions.But most of the online educational institutions are facing profitability difficulties,by the end of 2016,70% of the 400 enterprises were in a state of loss.This has resulted in a waste of educational resources,waste a lot of user data,Unfavorable to the construction of Educational Ecology.Analysis of the development dilemma of online education institutions,found that in addition to the lack of quality content,lack of core teachers,curriculum design is not reasonable,operation mode is not clear,it is important thatmany online educational institutions do not do well in brand communication,the value of the content is not available.And in all segments of online education,Online Vocational Education(this article refers to the non academic education to obtain the certificate for the purpose)because of its user oriented pay ability,high autonomy,but also pay more attention to the brand,easily influenced by brand communication,it is the most suitable in brand communication efforts.In this paper,the characteristics of brand communication and the misunderstanding of online vocational education institutions are studied,it will play a role in bringing the value of brand communication into full play,in order to help more educational institutions and the development of the new incoming troubled institutions a solution to the plight of the ideas.This article firstly sorts out the concept and research situation of brand communication,then analyzes the development course and present situation of online vocational education,then summarizes the brand communication characteristics of online vocational education institution,analyzes the problem of brand communication in online vocational education institution.Finally,the countermeasures to solve the problem are put forward,analysis and prediction of its future development. |
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