Research On Social Word-of-mouth Marketing Strategy Of Z Company’s Courses For Postgraduate Entrance Examination

With the increasingly fierce competition in the postgraduate entrance examination training industry,how to reduce the cost and improve the conversion efficiency more scientifically from the perspective of marketing has become a common business challenge facing the postgraduate entrance examination education industry.At the same time,in the era of social media,the "post-1995" and "post-00s",as the main group for postgraduate entrance examination,increasingly rely on the real reputation of the training institutions on social media to make course purchase decisions.In this context,how to achieve lower marketing costs and more effective social word-of-mouth marketing to improve the sales conversion effect of postgraduate entrance examination courses has become a major challenge in management.In the previous literature,there are very few research directions that combine word-of-mouth marketing,social media marketing and 4Cs marketing theory and apply it to the postgraduate entrance examination course industry.With reference to 4Cs marketing theory,this paper focuses on the source of negative word-of-mouth information generated by Z Company’s postgraduate entrance examination course,and explores the social word-of-mouth marketing scheme of this industry by combining social media and word-of-mouth marketing theory.Through a large number of literature review,this paper studies 4Cs theory,word-of-mouth marketing theory,social media marketing theory and other theoretical literature,and sorts out the logical chain of relevant theories in the application of this research.Through the analysis of the company’s historical data,questionnaire survey and field interview,this study found that the main problem of Z Company’s postgraduate entrance examination course was the decline of course conversion rate caused by poor reputation.The main reasons are as follows: students from different aspects of the course experience generated more negative word-of-mouth content;Lack of opinion leaders to provide professional and authentic word-of-mouth information sources;There are few social media channels for word-of-mouth communication and poor word-of-mouth content;Inaccurate positioning of the company’s word-of-mouth information promotion channels;Lack of word-of-mouth communication platform that can enhance student stickiness.Combined with relevant theoretical analysis and practical marketing problems of Z Company,this paper focuses on five aspects of marketing strategies: improving students’ perceived value of courses and managing negative word-of-mouth information;Create high quality word-of-mouth information source through KOL;Establish positive word-of-mouth all-media KOL communication matrix;Designing incentive systems that increase students’ willingness to share;Create an open platform for interactive sharing of word-of-mouth information.And put forward technical,organizational and personnel safeguards as well as compliance,ethics and financial risk control measures.After investigation and analysis,the author believes that in the face of education market competition in the age of social media,Z Company can reduce the marketing cost of postgraduate entrance examination courses,promote the conversion rate of courses,expand the influence of course word-of-mouth,improve the brand awareness of the organization through social word-of-mouth marketing strategy,and ultimately contribute to the stable growth of sales revenue of postgraduate entrance examination courses.