Research On Brand Promotion Strategy Of WX College Under The Background Of New Media

The essence of university brand is the result of a series of activities such as teaching,learning and management carried out by the interest community of "students" and "teachers",which has gained the recognition of the public and higher satisfaction and evaluation,thus forming a good impression and impression in the public mind.It is necessary for colleges and universities to designate brand promotion strategies on the basis of their own characteristics and advantages,drawing on the relevant principles of brand promotion in marketing.University brand promotion is an important means to show the advantages and characteristics of the school in order to attract high-quality students.University brand promotion is related to the problems of school students and survival.Traditional promotion methods are basically face-to-face publicity,supplemented by television advertising,which is not only costly but also unable to guarantee effective coverage.With the rapid development of Internet technology and the continuous expansion of its application scope,new media has developed rapidly in recent years,and users of major new media platforms are increasing.How to make use of the characteristics and advantages of new media and the related theories of communication and brand promotion to promote university brand has become a topic of study in most universities in China.At the same time,it is necessary for colleges and universities to use the new media to disseminate their school-running characteristics,advantages and so on.They can also use the interaction of new media to discover their own shortcomings,and then solve the problems through the feedback of new media to colleges and universities,which will help them improve their brand image,clarify brand positioning and adjust brand structure.Relying on new media for brand promotion and feedback and other means to establish and maintain their own brand,so as to enable universities to win in the competition.This paper explores how to combine the theory and technology of brand promotion and new media in Colleges and universities.With WX College as the research goal,find out the problems existing in the brand promotion process of WX College under the background of new media,put forward and implement the dependent improvement strategy,and finally use the research methods such as questionnaire survey to feedback the effect of the improved strategy.