移通学院留学项目新媒体传播渠道策略研究

发布时间：2018-04-05 09:41

本文选题：留学　切入点：新媒体传播　出处：《郑州大学》2017年硕士论文

【摘要】：随着我国教育国际化的不断深入,国内外高等教育的交流与合作日益频繁,留学市场日趋火热,家长及学生们对于出国留学接受国外名校高质量教育的需求越来越大。目前,国内开展中外合作办学及留学项目的大学及机构如同雨后春笋般蓬勃发展,留学项目之间的招生竞争也日益激烈。如何进行项目品牌建设与管理,如何利用各种新媒体传播渠道进行有效的宣传推广以获取充足的生源则决定着项目能否做大做强。本研究以重庆邮电大学移通学院留学项目的品牌建设及新媒体传播渠道策略为研究对象,在搜集整理、翻阅大量资料及实地调研讨论的基础上,结合EMBA课程理论、营销管理等知识,系统介绍和分析了移通学院留学项目的品牌建设与品牌营销状况,对于移通学院新媒体环境下的传播渠道与管理策略进行了研究,对比学院新老媒体传播渠道和现状,提出了改进创新措施与策略:更好地利用新媒体传播渠道进行出国留学项目的品牌传播和品牌建设,吸引更多的人关注移通学院,提升家长及学生对移通学院留学项目的信任度;对学院留学项目新媒体传播渠道进行资源整合,集中管理,整体运用,以实现最优的营销宣传效果。文章深入分析了移通学院留学项目新媒体传播策略的可行性,以及如何利用新媒体传播渠道策略进一步扩大招生规模和质量:整合利用多种新媒体传播手段,对合作办学及留学项目进行更为个性化、更深入细节的宣传;为了能更加适应新媒体宣传渠道的需要,将品牌建设与品牌营销相结合,提出改进的创新措施与策略。文章还针对出国留学行业未来的发展方向,在以上分析的基础上,梳理归纳了移通学院留学项目的成功经验,这些将为学院下一步的品牌拓展、进一步扩大留学项目的招生规模和质量提供助益,也将为兄弟院校留学项目的发展提供有益的参考。
[Abstract]:With the deepening of the internationalization of education in our country, the exchange and cooperation of higher education at home and abroad are becoming more and more frequent, and the market for studying abroad is becoming more and more hot. Parents and students need to study abroad to receive high quality education from famous foreign universities.At present, the domestic universities and institutions carrying out Sino-foreign cooperation in running schools and studying abroad are booming, and the competition of enrollment among the programs is becoming more and more fierce.How to build and manage the brand of the project and how to use all kinds of new media channels to promote and promote effectively to obtain enough students determine whether the project can be bigger and stronger.This research takes the brand construction and the new media communication channel strategy of the study abroad project of Chongqing University of posts and Telecommunications University as the research object. On the basis of collecting and arranging, reading a large number of materials and researching and discussing on the spot, combined with the EMBA curriculum theory,Based on the knowledge of marketing management, this paper systematically introduces and analyzes the brand construction and brand marketing status of the study abroad program of the Institute, and studies the communication channels and management strategies under the new media environment of the Institute.Comparing with the new and old media communication channels and the present situation, this paper puts forward some innovative measures and strategies: to make better use of new media communication channels to carry out brand communication and brand construction of overseas study abroad projects, so as to attract more people to pay attention to the transfer of college.Promote the trust of parents and students to the study abroad project of the college, integrate the resources of the new media communication channel of the college study abroad project, centralize the management, use the whole, to realize the best marketing and propaganda effect.This paper deeply analyzes the feasibility of the new media communication strategy of the study abroad project of the transfer Institute, and how to use the new media communication channel strategy to further expand the enrollment scale and the quality: to integrate and utilize various new media communication means,In order to meet the needs of new media channels, brand construction and brand marketing are combined, and innovative measures and strategies are put forward.The article also aims at the future development direction of the industry of studying abroad, on the basis of the above analysis, combs and sums up the successful experience of the project of studying abroad, which will be the brand expansion of the college next step.Further expanding the enrollment scale and quality of the study abroad program will also provide a useful reference for the development of the study abroad program in the fraternal colleges and universities.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G648.9;G206

【相似文献】