Research On The Status Quo And Strategies Of Online Marketing Of Wechat Public Account Based On Education Brands

At the beginning of 2011,Tencent launched the WeChat app for multimedia information communication applications.It is presented to the public in a free and convenient way and is popular with users.Until now,WeChat monthly active users remain high and remain stable.Subsequently,in order to meet more needs of users,in August 2012,Tencent launched the WeChat public platform,which at the same time can provide more abundant e-commerce services.As expected,it was soon welcomed by users of the media,companies,and stars.At present,the total account of WeChat public account accounts of various brands has been counted in the tens of millions,and it is still increasing.Among them,accounted for half of the business account accountFrom WeChat to WeChat public account,the sharing of information has gradually become mainstream,and companies have begun to have the initiative to express their will and right to speak.Based on the educational needs of users,educational companies are no exception.Through the WeChat public account platform,which is both capable of producing sound and bringing good experiences,educational companies have begun to re-examine the relationship with customers and whether new types of WeChat accounts and users should be established.Relationship.Based on this environment,this article studies the WeChat public account of a representative education company-New Oriental Hefei School.It also uses the other three Hefei education institutions Hefei Xuesi,Hefei Global Education,and Hefei Huatu as reference objects.Follow the qualitative and quantitative analysis ideas to analyze the online development of WeChat public account of New Oriental Hefei School and carry out integrated evaluation according to various indicators.New Oriental Hefei School started from the public account on June 21,2013.At the beginning of the month,there were only 2 pushes in the beginning of the year.The news of the push was not a complete article,but only some informative news;the public account theme was reached in 2014.The series began to build,Lao Yu said,colleges,middle schools,primary schools,tutors and other series of topical tweets form vividly on the paper,the public account began the normative operation of the road;then in 2015 the public account accumulated precipitation,breaking the limitations to achieve The goal of initial profitability began to meet the user's substantial educational needs.After the idea of educating the enterprise took root within the user's internal image,it began pushing sales-type sales of the company's products.The role of the company ' s public account began to appear;the content of 2016 was 2015.The succession and growth of the product,and the more concise and swift marketing of corporate products,are based on the solid foundation of the user,and directly satisfy their psychological needs for convenience.In 2017,it was the year when the public reached an original peak,and the public account was already saturated or even exceeded.Overflowing today,how to maintain your own brand value is worth considering,even if it has the attractiveness of the old New Oriental.New and indispensable,but also the turning point,the original content shows the importance of knowledge,for education companies,this is a concept of value can not be ignored to spread,at the same time,how to maintain the user is even more valuable,in the past few After years of paying too much attention to the dissemination of education concepts and the sale of educational products,for the internal employees(1200)and users who wish to enter the company's fresh blood,their demand for public accounts is often reflected in corporate culture,corporate welfare,and corporate In terms of the environment and so on,and in 2017,we began to return to the essence of education companies,picking up the missing contents of this part in previous years,and promoting articles such as employee benefits,corporate culture movements,and corporate environmental transformation.Demand,social needs of internal employees.The analysis and evaluation of the content of the WeChat public account in the above five years is,in summary,the understanding of the various needs of the public account users in different categories.On this basis,it affects the trend and focus of the promotion of the public account of the entire company.Based on the content analysis,the thesis started to build a service evaluation system and explanation for the education company WeChat public account according to the use and satisfaction theory and qualitative quantitative analysis.The system analyzes the specific content of the WeChat public account and ranks it to reach a conclusion.According to the conclusions,the elaboration of the features and insufficiency of the education company's WeChat public account is described in detail.In contrast,the advantages and disadvantages of the education company are summed up,and mutual benefit forms a concrete optimization strategy.Through empirical analysis,the study found that:First,consumers expect to be able to obtain useful industry information,and then conveniently contact the corporate WeChat account account,and maintain an excellent impression of the media.The demand for using the media is gradually increased and can be satisfied.Second,corporate WeChat public account marketing should move toward breaking through the traditional commercial marketing effect and move toward a more trusted and influential interpersonal communication direction.The results of the study show that the fine management of operations and the refinement of each tweet have no typos,they can cater to the characteristics and capture the appeal of the user.Each drawing can create a visual impact,and each article can be pushed.Both can lead to strong user interest in reading;active user interaction,comprehensive use of various marketing tools such as micro-community,related applets,customer service,and message reply,covering target users with different levels of activity,and increasing the final sales rate.The degree of conversion;the marketing of all employees,driving the power of all employees and even users of the company,through different levels of participation in marketing,such as the re-transmission of word-of-mouth communication,help achieve the highest level of marketing;normalized creative performance.In the era of information overload mobile marketing,the ubiquitous mobile Internet world,planning to have a user favorite content,each time the content of the dissemination allows users to feel the creative infection,and thus have a creative competitiveness,where the operating team appears Especially importantThe ultimate service experience is that when the user's aesthetic is becoming more and more tricky and their behaviors are becoming increasingly lazy,they are pursuing the ultimate experience in the service experience,and the company's WeChat public account can be used to provide substantive services.This is worth exploring.Various conclusions indicate a clear path for the optimization and improvement of the company' s WeChat public account.