Analysis Of Communication Strategies For Socialize Content Marketing Of Online Education Brands In Primary And Secondary Schools In China

This paper takes the online education brand of primary and secondary schools in China as the main research object,adopts the research method of content analysis and case analysis,supplemented by semi-structured interview,to conduct a long-term research and investigation on the social content communication strategy of the online education brand of primary and secondary schools in China.Under the guidance of the national government policy,this research combines the professional knowledge of communication science and my interns Through the experience,the online education brand,social marketing,content marketing and communication strategies of primary and secondary schools are taken as key words to provide feasible suggestions for the domestic online education brand of primary and secondary schools.The introduction part introduces the research background of this research,describes the research method,research significance and research purpose.The first chapter defines the relevant concepts of online education brand,online education brand of elementary and middle schools,social marketing,content marketing,and determines the scope of the research object of this article.It also introduces the related theories and research results of the mobile Internet 4C rules,topic marketing,social interaction orientation theory,social judgment theory,social relationship theory and symbolic interaction theory.It combines the characteristics of the theory and the research object and applies social content marketing To provide a theoretical reference for the optimization of social content communication strategies for online education brands in domestic primary and secondary schools.The second chapter uses case analysis research methods to deeply analyze the status of domestic primary and middle school online education brands' content communication strategies on social media platforms,including marketing strategy communication profiles,interactive question and answer communication strategies,KOL marketing strategies,content sharing communication strategies and Virus topic spreading strategy.At the same time,the in-depth interview method was used to deeply investigate consumers 'evaluation of the above online education brands' communication strategies,and to supplement the survey data.The third chapter combines the research results with the existing problems in domestic primary and secondary schools: the homogenization of communication strategies is outstanding,the marketing strategies are separated from user needs,the interactive experience is poor,the purpose of topic content marketing is obvious,which triggers audience resistance,and the content marketing communication strategy is not enough to segment,In-depth analysis of the four dimensions of vertical.Chapter 4 uses the content analysis method in the new 4C rule to conduct an in-depth study on the optimization of social content communication strategies and methods for domestic primary and middle school online education brands,and provides some suggestions and inspiration for the optimization of online education brand communication strategies for primary and secondary schools.The conclusion part summarizes the research work and strategic innovation made in this article.