Research On The Brand Marketing Strategy Of X Education And Training Institution Under The New Media Environment

In recent years,China’s economic growth has slowed down and the economic structure has changed.Affected by the epidemic and the continuing downward trend of the economy,the employment environment is further strained.In addition,the number of new graduates continues to increase,and there are more difficulties in employment.As more and more people would like to relieve employment pressure through taking the postgraduate entrance examination,the number of “postgraduate entrance examination” team is also growing.the latest number of people taking the postgraduate entrance examination in 2023 reached 4.74 million.In the context of the continuous rise of the “postgraduate entrance examination fever”,the“postgraduate entrance examination training fever” is also rising.Against the background of advanced network technology,nowadays a large number of small and medium-sized education and training institutions are gradually established.More small and medium-sized and even micro education and training institutions offer various online and offline postgraduate examination courses with the support of the Internet.In the increasingly fierce industry competition,brands communication plays an important role,which may quickly make a deep impression on the industry and consumers through marketing activities.While current education and training institutions are mostly focused on how to address consumer needs,and they do not truly realize the value of brand management for enterprise development,nor the role of new media marketing;On the other hand,under the influence of the “Internet plus+Sales” model,new media has gradually become a new platform and carrier for brand marketing,and the advantages of new media marketing are increasingly obvious,as are the education industry.This marketing model has the characteristics of low cost,fast feedback,and interactivity.Therefore,in the new media era,enterprises must have innovative marketing awareness,rebuild marketing thoughts,and establish marketing thinking in the Internet era.Taking X Postgraduate Entrance Examination Education and Training Institution as an example,this thesis analyzes its development within internal and external environment in recent years based on the current development status by means of the Porter five-force model,together with the PEST and the SWOT method,comprehensively expounding its new media marketing situation,and design,investigate,and analyze the questionnaire by using the 4I theory and the 5W communication model as the framework.Through the online questionnaire survey,the required research data are obtained.Combined with the 4I digital marketing theory,this thesis aims to explore the shortcomings of new media marketing in X Education and Training Institution.Based on using SPSS software and information statistical analysis of the questionnaire,it is concluded that there are following shortcomings in new media brand marketing: difficulties in precision marketing caused by insufficient data mining;lack of depth and creativity in content construction;lack of interaction in platform marketing;and lack of personalized services leading to poor consumer experience.Finally,under the guidance of 4I theory,from the perspective of Brand X itself,the corresponding new media marketing strategy optimization plan is proposed,and targeted safeguard measures are specified from human resources,finance,management mechanisms,and so on.