Research On Word-of-mouth Marketing Of X Online Quality Education Institution

X online competence education institution is a platform taking logical thinking,humanistic quality and programming ability as the main teaching content.Affected by the double reduction policy which strictly controls after-school training advertising,traditional advertising can no longer be used as the channel to attract customers.Through the analysis of the macro environment and industry environment of X institution,this study concludes that stimulating the users of X institution to carry out word of mouth communication in social media is the best way to deal with the policy environment of advertising regulation,reduce the cost of getting customers and comply with consumers’ social media habits.The existing word of mouth marketing method of X institution is using material incentives to stimulate users’ word of mouth sharing behavior.Although it can prompt some users to share word of mouth,it cannot effectively reduce marketing costs,cannot stimulate users’ internal motivation for word of mouth sharing and has obvious problems of homogeneity.For its problems,based on the social exchange theory,this research discusses the psychosocial factors affecting the users’ willingness of social media word of mouth communication on X online quality education institutions from the two dimensions of social benefits and social costs,and then formulates the corresponding word of mouth marketing strategies around the relevant influencing factors,form a supplement to the original word of mouth marketing method to make up for its deficiencies.Combined with the actual situation of X online quality education institution and based on the summary of previous literature,the research constructs five variables:self-presentation,maintain interpersonal connectivity,enjoyment of helping others,privacy concerns and perceived responsibility,and designs a questionnaire around these five variables to verify the variables.Through the analysis of survey data,the conclusion that social benefits,namely,the self-presentation,maintain interpersonal connectivity and enjoyment of helping others,and social cost,namely,privacy concerns and perceived responsibility will have an impact on the social media word of mouth communication intention of X organization’s users.Finally,based on these five influencing factors,focusing on the central idea of increasing social benefits and reducing social costs,this thesis improves the word of mouth marketing strategy of the institution.The conclusion has important practical significance for education and training institutions to understand the internal reasons for consumers’ word of mouth communication in social media,design word of mouth marketing strategies other than material incentives,so as to stimulate consumers’ internal motivation to share in social media,and reduce customer acquisition costs.