Research On The Network Communication Model Of W Company's Online Education Brand

With the adjustment and upgrading of the national economy developing strategy structure in the past few years,the E-learning industry has got a dramatic growth in a short term under the encouragement of the Internet +,a new economic model,and relative policies.In this marketing competition environment,the E-learning companies would survive and develop sustainably and healthily,only if they should have adopted a proper marketing strategy.Therefore,the companies in E-learning industry should construct an adaptive brand digital marketing model to their own developing strategies.As an English training institution,W Company employs the class model of the combination of the traditional off-line classroom and the on-line classroom.Since 2012,W Company started adopting the digital marketing strategy in order to establish its E-learning brand image and attract its targeting users with brand awareness.However,it became a problem that W Company hasn't achieved its expected profit due to that its digital marketing model wasn't propitious to its current developing situation.There are three main reasons for the failure:first,the lack of the beforehand analysis of the potential customers' requirements caused a blind implementation of its digital marketing strategy,which resulted in the loss of the pertinence and attraction of the marketing contents.Furthermore,W Company failed to gain the attention of its targeting customers.Second,low quality of the marketing service weakened the advantages of the curriculum system,teaching philosophy and the textbooks.Third,a shortage of the normative management during the marketing process,like the marketing contents planning,marketing channels management and employees management,caused the failure of the digital marketing.Moreover,W Company's digital marketing had been short of systematism due to that there were no connections amongst the channels,which were selected baselessly.This led directly to an improper marketing planning.This paper had discussions on the matters above and the causes in W Company's digital marketing process under the instructions of the IMC theory,the marketing mix strategy,the long tail theory and the customer delivered value theory.Meanwhile,a SWOT analysis was done on W Company's inside and outside operation conditions and environment in order to propose a method in strengthening its competition advantages.Ultimately,proposal for the promotion of W Company's E-learning brand digital marketing mode with supporting measures was presented,which could be constructed as "high quality marketing contents-channels matrix-users' delivered value".High quality marketing contents includes family education,English learning and marketing activities,etc..They will be generated with steps of topic planning,editing and review so that the marketing contents could meet the targeting users' requirements with a fine brand image.Channels matrix is constructed with mainstream channels,based on the targeting customers' channel preference,W Company's E-learning brand positioning and the long tail theory.User's value could be achieved through the high quality contents and services that will satisfy the targeting users.It will be delivered to the customers by the channels matrix in order to build a well-deserved reputation,a promotion of the customers' satisfaction and loyalty,and a close customer relationship.This paper intends to help W Company have an awareness of the effective and efficient method in establishing its E-learning brand image,gaining the targeting users'preference.Additionally,the optimized digital marketing model guarantees W Company's digital marketing activities will be planned properly and carried out smoothly under the assist of the scientific management.This will improve W Company's marketing service quality and the targeting users' satisfaction with perfect experience.