The Research On Online Education Integrated Marketing Brand Communication Strategy Of Company A

China has always attached importance to the development of education and advocated the establishment of a learning society.At the same time,with the support of technology and policies,the prospects for the development of online education are broad,and competition is becoming increasingly fierce.In the early days of Internet development,Company A had already set foot in the online education industry.From the success of a single accounting online education platform,it had successfully copied nearly 20 other online vocational education platforms,covering 13 industries,and successfully listed on US stocks in 2008.The support of national policy is one of the reasons for the vigorous development of Company A.Since 2013,with the influx of talents and capital and the development of Internet technology,the K12 market in the online education industry has developed rapidly,but the adult market is still the main force of the online education market.Therefore,the competition for the adult online education market is also becoming fiercer.At present,China is already in the transition period from a demographic dividend society to a talent dividend society.The shortage of talents and high employment pressure make the country pay more attention to the development of modern vocational education.With the continuous improvement of China’s economic level,per capita disposable income has also increased,and more and more professionals in the workplace are aware of the importance of qualifications in professional development,and the demand for boosting workplace development is growing.Due to the limited ability of self-learning to absorb knowledge,and to make more effective use of leisure time,they choose to participate in vocational training courses to obtain qualification certificates.In addition to offline vocational education,online vocational education has become the best choice because of its convenience.In 2018,the competition pattern of the online education market had initially taken shape.The Chinese government has also issued a series of policy documents to oversee online education companies,requiring and standardizing offline and online education companies synchronously,determining that China will no longer let online education companies develop wantonly.The cost of online vocational education is relatively low,so various types of education brands are emerging,and the online vocational education market is fiercely competitive.Many of them have been very successful in their respective professional fields.Although Company A has always been a leading company in the online vocational education industry,when the brand of a listed company is no longer the standard for consumers to choose,the original brand communication strategy of Company A is being challenged.For an online education brand,how to build a useful brand communication strategy has become the key to stand out from the fierce competition.Based on this,for promoting the development of Company A’s online education brand and improving its competitiveness in the online education market,this article uses the literature analysis method,theoretical analysis method,and questionnaire survey method.Taking Company A as an example,this article makes a systematic analysis of its communication strategies.Specifically,based on relevant literature and theory,this article first discusses the current situation of the development of Company A and online education industry,and analyzes the development trend of Company A in the context of its industry.From the perspective the theory of integrated marketing communication,a preliminary analysis of Company A’s current brand communication strategy is conducted.As a result,this article has a comprehensive understanding of Company A’s development,brand communication strategy,and industry environment;then,this article designed a questionnaire for Company A to survey the current situation of its brand communication.Based on the survey results,some problems of Company A’s current brand communication strategy—brand communication concept,brand communication channels,and visual effects of brand communication are summarized.With these problems,this article finds that there are many causes,for example,its bloated company’s online vocational education brand,single and unscientific the communication method,and the lack of valuation system for its validity and so on.Finally,this article designs a corresponding brand communication strategy for company A-the concept of brand communication integration,the integration of brand communication channels,the integration of brand communication visual effects,and the establishment of a brand communication effect evaluation system.Specifically,from the aspect of brand concept effect,it recommends to integrate current social issues,cultivate brand KOL,combat piracy,and seek for brand resource innovation and cooperation;from the aspect of brand communication effect,it recommends to make use of traditional communication channels-television advertising,print advertising,public relations,and new communication channels-new media matrix;from the aspect of brand visual design effects,it recommends to streamline online education platform and optimize platform interface;from the aspect of valuation system for its validity of brand communication strategy,it recommends to build the valuation system for its validity and reliability,teacher evaluation system and course evaluation system.The research on the company’s brand communication strategy in this article has got some results,but there are still several shortcomings-the scopes of the investigation and the target are limited;the theoretical understanding of brand communication and integrated marketing communication is still shallow;the company’s brand communication is lack of strategic safeguard measures.For all these shortcomings,this article is expecting supplements and improvements in related research in the coming future.