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With the increasing popularity of the mobile Internet, people in this era can use a mobile device to browse the web to learn about relevant information at any time.
Unlike the previous methods of obtaining consultation only through traditional media channels such as television and newspapers, this method has the characteristics of being faster and more convenient, and it can even be said that you can receive relevant information anytime, anywhere.
People's dependence on the Internet is also increasing, and a lot of time in people's lives is consumed on the information provided by the Internet platform, and this change in the way of obtaining information has also brought profound changes to the lives of ordinary people.
In the context of the current era, due to the acceleration of information transmission, all aspects of human society have been earth-shaking, and the rapid development of Internet technology has not only accelerated the speed of information dissemination, but also brought a wide variety of information presentation methods.
Among them, self-media, as an emerging information generation and dissemination mode, has also begun to iteratively upgrade with the continuous development of electronic information technology.
At a time when self-media is becoming more and more popular with the public, while people get more and more information through self-media, it is also having an impact on all aspects of social life, from firewood, rice, oil and salt, to the social economy, all of which have begun to appear in a new look in this context.
Although traditional media are still irreplaceable in terms of authority, due to the birth of emerging media driven by Internet technology, the way traditional media disseminate information has a tendency to be marginalized.
In the early days of the birth of the Internet, traditional media also tried to extend their tentacles here, but most of their manifestations still followed the old characteristics, which to a certain extent conflicted with the convenience of the Internet.
After the tide of self-media swept the Internet, traditional media also had to begin to pay attention to this new way of information dissemination, with traditional media entities as the main body, publishing information on the carrier of emerging information dissemination platforms has become a way for traditional media to intervene in self-media.
The emerging self-media platform also provides a channel for many individuals and non-governmental entities to release information, in order to obtain more widespread dissemination, the creative ability of these individuals or entities has naturally been stimulated, coupled with the help of the mobile Internet, resulting in the prosperity of self-media, and its influence is also increasing.
Mobile Internet has brought a certain degree of impact on the marketing of traditional adult education courses, and adult education as a market with great potential in the education and training industry, it is particularly important to study the marketing strategy of adult education courses based on Internet platforms.
1. Affiliate marketing strategy
Affiliate marketing requires companies to be able to accurately find relevant business users. For the optimization of affiliate marketing, HY's end-user precision marketing optimization plan should be considered from three aspects: affiliate marketing for highly educated young users, differentiated positioning of existing platform courses, and strengthening the sales training of channel personnel.
Affiliate marketing for highly educated young users
According to the empirical analysis results of the inaccurate end-user portrait in Chapter 4, it can be concluded that the age of the C-type user population is mainly distributed between 20 and 35 years old, basically bachelor degree or above.
In terms of related marketing, we can reclassify this type of user group, that is, it is divided into two categories: fresh graduates of college finance majors or students who are in the internship period of securities companies and have less than 1 year of work experience, and those who have entered the leadership of securities companies.
First of all, it is aimed at the first type of user group, that is, fresh graduates of finance or finance-related majors in colleges and universities or prospective graduates who are in the internship period of securities companies and have less than 1 year of work experience; Let's analyze other dimensions of information of such users, most of which are registered in third- and fourth-tier cities.
Fresh graduates studying in first- and second-tier cities or interning in securities companies in first- and second-tier cities generally lack work experience in related industries, and their academic qualifications are basically bachelor's degree or above, and they hope to stay in first-tier cities to work and study after graduation, and they are all facing the pressure of employment and competition.
Based on this, we can target the user group, that is, affiliate marketing for college students majoring in finance, and it is easy to conclude based on decades of industry experience: the best way is to open open courses.
Open classes are mainly aimed at unique groups of people, organized and large-scale exhibition classes with certain impact. Its main role is to show the teaching standards of education and training institutions to specific groups of people.
There are generally two forms of open courses for students, the first is to enter universities in the form of public welfare lectures and popularize industry-related knowledge in universities; The second is to make specific publicity for college students in the early stage, which is held regularly in the form of online live courses.
In recent years, the short video industry has developed rapidly, its market scale has been expanding, and there are currently more than 100 billion users active on the short video platform.
You can use the corporate account opened by HY Company on the self-media platform to forward the relevant notices of the association about the examination, such as the notice of exam registration, examination notes, test result inquiry notice, and release wonderful videos about courses or companies to attract the attention of specific people.
At the same time, HY should also select a number of lecturers from the existing teaching team who can mobilize the emotions of the audience and have rich social experience and consulting work experience, and then conduct professional training for them to become gold medal lecturers of the platform and become the platform's Internet celebrity anchors.
Basic conclusions
The company's turnover will be affected by the marketing of its courses, and if the marketing methods used by the marketing department do not attract enough channel agencies and end users, the company is likely to be eliminated from the market in a short period of time.
Therefore, for HY company, perfect marketing system and strong execution ability will be the key to the healthy and sustainable development of HY company.
Based on the research results of predecessors and relevant literature in the mainland, and then combined with the current development of adult education of HY Company, it is determined that the theory of 4Rs is used as the basic theory in the research, and it also provides a theoretical support for the optimization scheme in the paper, so that the specific implementation methods given in the paper can be applied in practice.
The qualitative analysis part analyzes HY company's industry competitors and industry operating environment, and uses the Ansoff matrix model to comprehensively explain the company's business status; The quantitative analysis part can be divided into the pre-design of the optimization plan, followed by the actual investigation.
Questionnaires were sent to the channel institutions contracted by HY Company; Collated the company's existing user data, and conducted a one-week field observation and data collection and collation of HY's contracted partner institutions in the target market.
According to the survey results, HY Company has four problems: inability to contact end users directly, delay and omission of channel feedback to end users, poor enthusiasm of channel maintenance customers, and single source of business revenue.
This paper analyzes the above problems and finds out that the reasons for the above problems are inaccurate end-user portraits, irregular channel operation processes, insufficient channel incentives, and the unopened end-user direct recruitment market. After reaching the conclusions, the study confirms the optimization objectives to determine the implementation of the actual optimization method:
At the level of affiliate marketing, HY's end-user precision marketing optimization plan is mainly considered from three aspects: affiliate marketing for highly educated young users, differentiated positioning of existing platform courses, and strengthening the sales training of channel personnel.
(1) At the level of reflecting marketing, HY Company's end-user feedback response optimization program should be mainly carried out from two aspects: the development of intelligent user response management system and the establishment of end-user personalized early warning system;
(2) At the level of relationship marketing, HY Company's maintenance of user relationship marketing should be considered from two aspects: channel relationship incentive and stability scheme and improving the self-communication of end users;
(3) At the level of remuneration marketing, for the optimization plan of remuneration marketing and the optimization plan of remuneration marketing, HY's multi-channel cooperation and win-win optimization plan should be considered from three aspects: establishing a channel hierarchical management system, establishing a channel differentiated course pricing system, and enriching product lines to provide differentiated services;
(4) In order to ensure the smooth implementation of the marketing strategy optimization plan of HY Company, the company should provide guarantees from the three aspects of human resources, capital and technology, and improve the implementation measures to ensure that the corresponding plans can be implemented, so as to solve the existing problems and improve the shortcomings in the company.
Deficiencies in the study
In order to improve the revenue ability of HY Company, the study conducted a detailed study on their course marketing, and proposed an optimization plan for their shortcomings in the marketing process, but because of the author's professional knowledge, there are still many shortcomings in the study:
(1) There are certain limitations in using ZQCY qualification courses to simulate the user relationship of full-platform courses;
(2) From the perspective of marketing, it is difficult for the industry to have follow-up value-added services, so the user data accumulated at the level of relationship marketing and reflection marketing cannot be further monetized.
(3) Most of the company's operating data is from 2019 to the present, which may have limitations in market simulation in the post-epidemic period.
Prospects for follow-up research
In the future work and study, I will learn more in-depth professional knowledge in the field of marketing, and combine the problems encountered in my own work to strengthen the understanding of marketing optimization methods, further read and study the achievements in the field of marketing at home and abroad, especially the relevant research results of foreign countries are less understood, which needs to be supplemented.