The Application Of Network Marketing In Ideological And Political Education In Colleges And Universities

Since the Internet entered China in 1994,it has brought great changes to people's lives and brought new opportunities and challenges to enterprises.Due to the dual influence of market trend and policy,many Internet giant enterprises have grown up in China in these years.More and more enterprises are marketing through the Internet.Network marketing has spread throughout all aspects of life,and many rich theories and excellent cases have emerged.At the same time,with the rapid development of the market economy,the Chinese society is becoming more and more diverse.All kinds of ideas and cultural stations have penetrated into all aspects of people's life through the Internet.This has brought a series of new challenges to ideological and political education,especially the ideological and Political Education in Colleges and universities.Under the new environment situation,the ideological and political education in Colleges and universities must use the Internet well.On the basis of preserving the traditional excellent spirit,we should fully learn from the advanced experience of relevant disciplines,explore the new path of Ideological and political education in Colleges and universities,and find new ways of Ideological and political education in Colleges and universities.Through comparative research,empirical research and other research methods,this paper makes a correlation analysis of network marketing and ideological and political education,and explores the feasibility of the two interdisciplinary application by comparing the similarities and differences of the three aspects of the essence,the system and the development of the two.Then using the 4P,4C,4R and 4I theories of network marketing,we use the strategy of precision marketing,social media marketing,content marketing and integrated marketing,and discuss the new path of Ideological and political education in Colleges and universities,and analyze and summarize the relevant application cases.Although the subject and object of network marketing and ideological and political education are different,the two are essentially the work of preaching to people,and their work system and development process are also very similar.Different is,enterprises not only have professional marketing personnel marketing planning,but also by hiring advertising companies,public relations companies,consulting companies to help enterprises to build brand word of mouth.Under the impetus of market capital,many enterprises have not only realized the growth of performance,but also made a large amount of powder with the means of network marketing.The high reputation brand of silk.In contrast,the network ideological and political education in Colleges and universities lacks professionalism,lacks practical guiding theory,and has not yet formed a mature system.But we can learn from the theory of network marketing,learn the strategy of the application of large data,the operation rules of social media,the creation of content and the integration of multi marketing means.We can make the universities gain a high reputation and make the ideological and political education work more efficient,scientific and data.This paper mainly discusses the application of network marketing to ideological and political education in Colleges and universities,and puts forward the optimization proposals for the four steps,namely,the object of arrival(accurate marketing),the establishment of relations(Social Media Marketing),the object(content marketing),and the optimal path(integrated Marketing),and gives the ideological and political education of colleges and universities to be practical.The practice provides a new way of thinking.The ideological and political education in Colleges and universities should abandon the way of instillation,put low posture,take students as the center,use large data means to serve the students,and pay full attention to the students' personality;through the social media and students "grounding Qi" communication,the use of diversified forms of expression to attract students,encourage students to participate in interaction,heavy.According to the students' suggestions and questions,let the students become the fans of the school;adhere to the content creation,use a vivid story to move the students,build the school brand,increase the sense of belonging and identity of the students;integrate all kinds of resources,ensure the continuity and orientation of the strategy,so that the ideological and political education work in Colleges and universities can be brought into play Joint force.In the practical practice,the application of large data is relatively simple at present.It is only kept in the extraction and analysis of basic data such as basic information,consumption information and library information.If we want to realize the function of the feedback,personalization and early warning of large data,it is necessary to carry out the campus system and the supporting mobile terminal.In addition,the software development,in addition to the addition of information terminal machines,large data entry and migration,these work on technology,storage requirements,also need time and funding support,ordinary universities in the short term more difficult to achieve.At present,colleges and universities in the operation of social media often pay more attention to service and content creation,and Students' interaction remains at the critical level.Colleges and universities should try to make students participate in the operation and creation of social media,or to allow students to join the creative activities under the line.It is beneficial to improve students' sense of participation and loyalty.In the content creation,colleges and universities are more based on the existing activities of the school,and colleges and Universities We should create more stories to spread the spirit of the University and the campus brand,so that students can resonate.In the application of integrated marketing,the evaluation of the results should be scientific and objective,but how to quantify the work results of Ideological and political education and assess the variables and relationships that the model should include is a new topic.