Author(s)

LingLing Wu^*, Ning Lv, FuLi Chen

Affiliation(s)

Henan Institute of Science and Technology, Xinxiang 453003, Henan, China.

Corresponding Author

LingLing Wu

ABSTRACT

In the context of the rapid development of the Internet and new media, marketing communication of HEIs using newspapers, radio, TV, and magazines as traditional media has encountered unprecedented impact, and new media platforms have gradually become an essential carrier of marketing communication HEIs. This paper reviews the advantages and characteristics of new media marketing and its bottlenecks and collects and organizes the marketing communication methods of new media platforms such as microblog, WeChat, and short video in Henan HEIs. Besides, the study analyzed the release contents, release rules and release characteristics of new media marketing platforms of HEIs, and discussed feasible suggestions for HEIs to build a new media communication matrix and expand the communication effect of new media marketing. The study concluded that new media marketing of HEIs should adhere to a holistic way of thinking in content distribution, maintain a high update frequency, improve content creation, strengthen communication effect analysis, continuously train high-quality professionals, and establish a feedback mechanism for public opinion to ensure the effectiveness and efficiency of brand marketing of HEIs. The purpose of the study is to provide a reference for new media marketing of HEIs.

KEYWORDS

HEIs; Marketing; New media; Communication; Branding

CITE THIS PAPER

LingLing Wu, Ning Lv, FuLi Chen. The current situation of new media marketing in Chinese Higher Education Institutions (HEIs): a case study based on HEIs in Henan, China. Trends in Social Sciences and Humanities Research. 2025, 3(5): 8-16. DOI: https://doi.org/10.61784/tsshr3167.

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