Research On Word-of-mouth Marketing Strategy Of ZN Secondary Vocational School

With the participation of private capital and social forces,the school-running power of secondary vocational education has been strengthened in macro-dimension,which has a significant positive effect on training more technical talents and improving the overall quality of workers.But at the same time,in the micro-dimension,the market competition of the secondary vocational education is also be intensified.In the current environment of market-oriented education,the secondary vocational education has to consider the situation and to take advantage of the opportunities and challenges.Facing the increasingly fierce market competition,based on quality and brand building and with the help of more efficient word-of-mouth marketing strategy,the school stuff,the students as well as the parents have to magnify the effect of word-of-mouth marketing,we should take advantages of the modern communication tools and channels,become word-of-mouth communicators in the new era.As one of the private secondary vocational schools in Hubei Province,ZN secondary vocational schools are facing many bottlenecks in recent years in the aspect of the changing of the national enrollment expansion policy and the inclination of the development policy of vocational schools to public secondary vocational schools.The number of enrolled students has declined sharply,the word-of-mouth effect of parents,students and employers is not effective.More attention should be paid to the construction of word-of-mouth marketing and it has become an important factor affecting the development of ZN secondary vocational schools.ZN secondary vocational schools must improve the word-of-mouth marketing system,with the help of improving the teaching quality and learning environment,making the Internet and other platforms as marketing tools,using the school,students,parents and employees as the research object,and then build a new era of word-of-mouth marketing system.In this paper,we use case analysis,questionnaire survey,literature research method and combining business management theory knowledge,focusing on word of mouth marketing interpersonal relations theory,five person theory,4R marketing theory as well as Internet + theory to conduct in-depth analysis of word of mouth marketing in ZN secondary vocational schools.Firstly,the article puts forward the research problems and research value,and summarizes the research status at home and abroad.Through the review,we know that the current research on word-of-mouth marketing in private secondary vocationalschools is not in-depth,and the research object,content and method are relatively single.Then on the basis of summarizing the current research deficiencies,the content and research methods of this paper are obtained.Secondly,it introduces the related concepts and theories of word of mouth marketing,mainly introduces the connotation and source of word of mouth,and points out that the connotation of word of mouth marketing is "word of mouth" and pays attention to the construction of word-of-mouth system based on human core.The key to word-of-mouth marketing in the new era is using the platform of Internet +.Thirdly,it focuses on the current situation of word-of-mouth marketing in ZN secondary vocational schools,and then deeply analyses the problems and reasons of word-of-mouth marketing in ZN secondary vocational schools.This paper mainly introduces the basic situation of ZN secondary vocational school and the basic conditions of word-of-mouth marketing.On the basis of introducing the current situation,this paper investigates the problem of word-of-mouth marketing in ZN secondary vocational schools from the dimensions of word-of-mouth communicators,word-of-mouth marketing channels,content and the effect of recipients through questionnaires.Through the investigation,we know that the problem of word-of-mouth marketing in ZN secondary vocational school is that the publicity of the course system is not comprehensive enough,the channels of word-of-mouth marketing are few,the content of word-of-mouth marketing is not rich,and the target groups of word-of-mouth marketing are not accurate.The main reasons for these problems are lack of professional team,poor awareness of word-of-mouth marketing,lack of management of word-of-of-mouth marketing,and lack of word-of word-of-of-of-Feedback evaluation mechanism of marketing effect.Finally,through the analysis of the current situation,problems and causes of word-of-mouth marketing in ZN secondary vocational schools,the article puts forward countermeasures and suggestions to broaden the channels of word-of-mouth marketing,strengthen the management of word-of-mouth marketing,improve the marketing level of teachers,staff and students,and establish feedback evaluation mechanism of the effect of word-of-mouth marketing.Word-of-mouth marketing is a systematic and long-term project,only long-term hard and unremitting efforts can achieve the desired results.In such a harsh market competition environment,if private secondary vocational schools want to get a broader market space,they must change the word-of-mouth marketing system and build a new marketing system.With the help of efficient word-of-mouth marketingstrategy to amplify the brand effect,let students and parents,employers and employers,with the help of modern communication tools and channels,become the new era of word-of-mouth communicators,thereby amplifying the effect of word-of-mouth marketing,and thus achieve the healthy and sustainable development of secondary vocational schools.