Research On Mobile Marketing Strategy Based On AISAS Model Of A Education And Training Institution

With the rise and development of mobile Internet technology,mobile marketing has become an important means of modern marketing,and all walks of life have joined the ranks of mobile marketing.In view of the continuous improvement and growth of mobile media,more and more education and training institutions begin to pay attention to the commercial value of mobile social media in the fields of mobile Internet communication and consumption,and play an important role in reducing marketing costs,enhancing the marketing effect of education and training institutions,enhancing the brand image of education and training institutions,and optimizing the management of education and training institutions.Many educational and training institutions have launched marketing through We Chat official account,and marketing information,booking and customer service have been gradually becoming an important trend in the development of education and training institutions.Official account is issued on We Chat public address.Therefore,it is necessary to study the mobile marketing of education and training institutions.Based on the AISAS model,this paper takes A education and training institution as an example,and uses literature research,case analysis,and questionnaire methods to study the mobile marketing issues of A education and training institutions.The research content and research conclusions are as follows:(1)A education is analyzed The status quo of mobile marketing of training institutions.Introduce the general situation of A education and training institution,focusing on the development process of its mobile marketing and mobile marketing model,and evaluate the marketing effect of A education and training institution.(2)Investigated the problem of mobile marketing of A education and training institution.Questionnaires were issued to target users of mobile marketing of A education and training institutions.Based on the AISAS model and survey results,the following research conclusions are drawn: A education and training institutions have many problems with mobile marketing,including inaccurate user positioning and ignoring potential mid-end users;products are homogenized and cannot attract consumer interest;online marketing Insufficient utilization of resources,narrow product search paths;poor user experience,separation of purchase and experience;insufficient user interaction,and insufficient user forwarding and sharing.(3)A mobile marketing strategy for education and training institutions is proposed,and the research conclusions are as follows: Under the AISAS model,the integrated marketing strategy to be adopted by the A education structure is as follows: market and user segmentation should be carried out,users should be repositioned,products should be innovated,and precision marketing should be achieved;It is necessary to analyze consumer behavior to better attract target users;it is necessary to construct a "user portrait" model to arouse users’ interest;it is necessary to comprehensively use a variety of online marketing methods to promote the development of marketing platforms and marketing strategies.Integrate and broaden search channels;build a sales conversion system,use cross-industry alliance strategies and public relations promotion strategies,and use online and offline simultaneous marketing to make users buy behavior;finally,pay attention to audience experience and opinion leaders,and use marketing numbers,Service account and word-of-mouth marketing to interact with users and promote user sharing.Through the research of this article,it is concluded again: as an education and training institution,it is very important to focus on market segmentation and accurately locate customers,enhance user interest,multi-channel search to improve user memory,establish online marketing models,and multi-channels to promote user sharing.important.In this paper,a education and training institutions as an example,through the company’s mobile marketing research,analysis of a education and training institutions existing problems in mobile marketing,based on AISAS theory to strengthen a education and training institutions mobile marketing effect,put forward practical suggestions,enrich the relevant research in this field.At the same time,it provides standards and basis for the analysis of mobile marketing effect of a education and training institutions,and also provides guidance and reference for the development of a education and training institutions.