Application Research Of We-media Content Marketing In The Promotion Of Jilin University MBA Program

With the rapid development of network technology,self-media has gradually entered the public’s field of vision,and has profoundly affected people’s way of life and access to information.With the popularization of mobile terminals,users can obtain the information they need instantly and conveniently through the self-media platform,and the self-media platform has gradually become an important platform for operators and users to communicate and interact.The rapid development of self-media technology has also provided new channels and methods for college admissions publicity.More and more colleges and universities have begun to use self-media platforms for admissions publicity,in order to increase the popularity of the school and attract more candidates to apply for the exam.However,from the actual development situation,there are many problems such as low user viscosity and insignificant effect in the current content marketing of self-media in colleges and universities.How to attract users to browse and successfully apply for the exam is a very important task for college selfmedia marketing.As the mainstream method of online enrollment promotion in various colleges and universities,content marketing has attracted widespread attention of college self-media operators.Various colleges and universities are constantly making new attempts in self-media content marketing,and many scholars have conducted indepth analysis of college admissions publicity,but few scholars have discussed admissions publicity from the perspective of self-media content marketing.Therefore,this paper takes the self-media content marketing in Jilin University MBA admissions promotion as the research object,and on the basis of systematically combing domestic and foreign literature,analyzes the current situation and problems of self-media application in Jilin University MBA admissions promotion.The study found that there are problems such as insufficient diversification of publicity channels,poor pertinence of publicity content,and lack of effective optimization management of publicity platforms.In addition,this paper uses the questionnaire survey method to collect and organize data,and investigate the candidates’ self-media platform selection behavior and content preferences.Then,by digging out their self-media selection preferences and the focus of marketing content preferences,to solve the problems existing in the self-media operation in the JUST MBA admissions publicity,and provide suitable content marketing strategies.In a theoretical sense,this paper further expands the research direction of wemedia in college brand communication;in a practical sense,this paper analyzes the user preferences of JUST MBA admissions we-media content marketing,and helps college admissions and publicity we-media operators to clarify user preferences.Media preference,put forward marketing strategies for the optimization of JUST MBA selfmedia admissions promotion,and provide reference and reference for JUST MBA admissions promotion.