New Media Marketing Strategy Of H University's Part-time Graduate Training Program Based On 4I Theory

The development of appropriate marketing strategies is the premise of successful marketing activities.The current marketing environment of enterprises is becoming more and more complicated.How to formulate marketing plans that meet the requirements of new media marketing in the era of mobile Internet has become a major marketing problem.This study cites the actual case of the new media operation of H University's EDP center Enterprise Management Part-time Graduate Training Program,focusing on such institutes' marketing operation.It is committed to exploring whether the operation of H program's new media marketing is effective,what problems exist,and how to utilize 4I marketing theory to make improvement.Literature analysis method and the collation and induction method are utilized in this study while the author borrows data from market report and Baidu Index.Firstly,the author shows that H program has taken the advantages of EMBA new policy,but the change of marketing environment has also exerted huge pressure on its marketing.Then it reviews that the marketing strategy has experienced the evolution of mainstream marketing theories such as 4P,4C,4R and 4I,demonstrating the necessity of conducting new media marketing and the rationality of using 4I marketing theory as the guiding theory.Then it investigates the unsatisfactory marketing status of H program's new media marketing.The Internet has entered the era of new media communication 2.0 to form three major categories(seven minor categories)of new media camps,including the first camp: WeChat,microblog,question and answer platform;the second camp: audio and video,live broadcast platform;the third camp: self-media platform.However,the new media marketing of H University's EDP center Enterprise Management Part-time Graduate Training Program is limited to only official WeChat public account in social media whose operation lacks new media operation strategies thus contribute little to marketing influence.Faced with this dilemma and in order to provide diagnosis and modification solutions for the new media operations of such institutions,the author draws on the social media 4I marketing theory of interesting,interests,interaction and individuality,proposing targeted solutions for the new media marketing of H universities' Part-time Graduate Training Programs.From depicting user portfolio,platform positioning,menu setting,micro-text content,form,technical planning,to interaction,exchanging user flow of the WeChat public account,the author demonstrates how the new media platform can grasp user characteristics,value preferences,personalized demand and interactive activities to bridge various new media marketing channels so as to create a fresh personality of the platform.By exploring how H program develops appropriate new media marketing strategies which are in line with the 4I marketing theory,this study fills in the dual theoretical gaps in the application of new media marketing theory and 4I marketing theory in the study of Part-time Graduate Training Program.Moreover,it provides practical diagram for the diagnosis and improvement to such programs' new media marketing.If other such program's new media marketing is in line with the 4I theory,it will surely win the attention,recognition and secondary dissemination of targeted users.Eventually new media marketing will drive the whole network marketing,hence benefiting the promotion,drainage and commercialization of the said part-time graduate learning program.