Research On Word-of-mouth Marketing Strategy Of Secondary Vocational Colleges In D City

With the transformation and upgrading of the national economy,the enterprise needs more and more senior workers,technicians of social recognition also increased,coupled with the strong support of government policy,in recent years,the number of technical colleges is increasing,some technical colleges scale is expanding constantly,and the competition among technical colleges along with the increasing.School administrators gradually realize that school reputation will directly or indirectly influence the enrollment and employment of schools,and is one of the important factors that affect the development of schools."Building famous schools","building brand specialty","building many famous teachers' Studio" and so on have become the goals of many schools.The author found that the focus of the management of technical colleges and universities is mostly to build good word-of-mouth content,but lack of awareness of word of mouth marketing,despite the spread of word of mouth.On the one hand,positive word of mouth transmission is slow,word of mouth in the dissemination of interference was flooded;on the one hand,when the negative information appears,the school can not control the spread,very passive.Therefore,it is urgent to improve the awareness of public praise of school administrators and put forward a word of mouth marketing mode to adapt to secondary vocational colleges.This article will try to investigate the word-of-mouth marketing in secondary vocational schools in D City,and summarize the word-of-mouth marketing strategies of D secondary vocational schools from two aspects,namely,positive word-of-mouth and negative word-of-mouth.First,this paper reviews the definition of domestic and foreign word-of-mouth word of mouth marketing theory,marketing theory,theory of campus in Vocational Colleges of word-of-mouth marketing concept: Vocational Colleges word-of-mouth marketing is refers to the school as the main body,in order to improve customer satisfaction and loyalty,and carry out a series of management process.Based on the characteristics and relevant theories of secondary vocational colleges,this paper summarizes the features and advantages of export marketing,and points out the necessity of using word-of-mouth marketing in schools.Combined with the theory of word-of-mouth communication mechanism at home and abroad,the paper sets up a questionnaire on Influencing Factors of word-of-mouth marketing in secondary vocational schools in D City,and excavates the main factors affecting word-of-mouth marketing in secondary vocational schools in D.On this basis,we formulated the word of mouth marketing model in D secondary vocational school,and proposed word-of-mouth marketing strategy from positive word of mouth and negative word of mouth.School reputation is one of the important factors that influence the development of secondary vocational schools.The marketing concept is introduced into the school reputation management,on the one hand can make the school better clear positioning,brand building initiative,on the other hand can make the school master word,word of mouth to improve school efficiency,reduce the waste of resources.