Research On The Optimization Of WeChat Marketing Strategy For Young Products Of X Education Company

Information technology has created a new communication model and digital products by using data.After the launch of We Chat,the way of communication and social interaction among Chinese people has changed dramatically.Some educational institutions use We Chat to sell offline products,thus forming the earliest We Chat marketing model.However,in recent years,the enthusiasm of Chinese people to forward We Chat information has declined significantly,and We Chat information spread by nodes is difficult to promote.At the same time,after the outbreak of the new crown epidemic,it is difficult to carry out offline courses,and digital products such as We Chat,nail based micro courses,online courses have been widely used.The traditional marketing model that only uses We Chat as the promotion channel is no longer effective.It is necessary for educational institutions to integrate various digital products and create a new We Chat marketing model that is independent of offline channels and covers elements such as products,price system,channels and promotion.X education company is a branch of LK education group,which is responsible for the relevant business of KM city.It has independent pricing,product optimization,team building and other rights,and enjoys a high reputation in KM city.In 2016,X education institution took We Chat as the promotion channel of offline products and achieved good results.However,after the outbreak of the new crown epidemic,X company,which has not yet designed digital products,suffered from performance decline,customer loss and other problems,and the difficulties encountered were representative to a certain extent.This research will take X education company as an example and set 4P theory as the framework to explore the improvement path of We Chat marketing model under the new environment.This article will first make an analysis of the shortcomings of the traditional We Chat marketing model for the early products of X company,and explore the incentives.The research found that the existing problems of X company’s We Chat marketing are the lack of online products,similar price system,weak channel management and separation of publicity from customers.In the process of improvement,the article will focus on building a We Chat teaching platform,cost control and evaluation,management system and performance mechanism to explore the optimization strategy of designing online products,restructuring the price system,enhancing channel resources and improving publicity guidance.Through this research,the We Chat marketing of X company will no longerbe limited to the promotion link,but will be transformed into a complete marketing chain including products,prices,channels and publicity.