The vocational education industry has developed for nearly 70 years, and its market scale is also expanding with the continuous encouragement of relevant national policies. Thanks to the development of Internet technology, online vocational education industry has gradually entered a mature stage. The new list is an advertising trading platform under the new list. Relying on the massive data of the new list, we observe the ecology of online vocational education, hoping to help related enterprises perceive the marketing trends and opportunities in the industry. The new list will continue to observe the dynamics and development of new media marketing and private domain operations, so stay tuned. Read the report ■ Market-driven and favorable policies promote the rapid development of online vocational education industry, the course content is ecologically prosperous ■ The exposure of courses such as non-power suppliers is higher, and the cross-border e-commerce and short videos are realized higher than other courses ■ The official account of WeChat is a necessary channel for online vocational education to carry out social media private domain marketing ■ Relevant policies and market environment changes are very important in the course's life course ■ The content delivery forms are divided into multi-contribution and one-person customization, and the drainage form is mainly to guide capital retention and lead it to private domain to obtain a complete report. On the computer side, please go to Baidu to search for "new list earning" and enter the page, then click on the report on the right to view it or scan the QR code below to get the selected contents of the following report. Background and research object: Driven by huge market demand and favorable national policies, vocational education has ushered in new development opportunities. "Tencent 2022 Insight into the New Vocational Education White Paper" shows that about 36% of the students in the sample survey completed their studies through online live broadcast or recording, indicating the trend of online digital teaching or vocational education industry. The contents of vocational education and training courses are getting richer and richer. In addition to traditional vocational education and training courses such as accounting and public examinations, there are also emerging courses such as cross-border e-commerce, short video realization and non-power suppliers, which are born in the rapidly changing environment of the Internet, making the online vocational education ecology more diverse. Marketing Market Overview There are many kinds of online vocational education courses, among which courses such as non-power suppliers, cross-border e-commerce and short video cashing are more exposed than other courses. We find that these courses emphasize "low threshold, low risk and low investment", which provide the public with a more common way of realizing cash and a wider audience; There are more companies entering these courses than others, and the competition is fierce. The official account of WeChat is a necessary channel for online vocational education courses to carry out social media private letter marketing. Compared with Tik Tok and Xiaohongshu, the conversion efficiency of WeChat private domain operation is higher and it is easier to precipitate. For example, the marketing strategy of sideline courses to meet the demand of increasing income is more focused on the official account platform of WeChat. Within the scope of observation data (2020 -2022), the course of psychological counselor continued to be launched, which lasted the longest among online vocational education courses. Struggle in a hundred battles, the first to struggle. The introduction of new curriculum into the market needs to grasp the trend, which is also a process of trial and error adjustment. Online vocational education has nearly 100 different courses, most of which have to go through the process of market research, teaching and adjustment. Emerging trends may give birth to the next popular course. Follow suit to develop courses and quickly adjust trial and error to get bonuses. Social media marketing strategies are constantly emerging in new enterprises, and players from all walks of life are constantly entering the market, which makes the original white-hot market more intense and makes this traffic grab more cruel. Brands/advertisers turn their attention to "content-driven traffic growth". The online vocational courses of WeChat official account, Tik Tok and Xiaohongshu platform can be divided into two forms: one draft is sent through and talent customization: one draft is sent through: brands/advertisers put designated types of WeChat official accounts in batches for talent customization: talents and their teams often produce exclusive original pictures or videos according to their own tonality, and the customized marketing content of WeChat official account often appears "making money story", "senior lecturer" and "student feedback"; There are many characters in Tik Tok's customized video. The graphic notes customized by Xiaohongshu are mostly dry goods. The main form of course providers' drainage is to guide the retention of funds and lead them to the private sector. There is little difference in drainage methods between different platforms. The case shows that online vocational education courses are rich in content. This report selects the representative evergreen course "Psychological Counselor" and the emerging online vocational education courses "Cross-border E-commerce" and "Overseas Short Video" as typical cases to share, and uses the development case of "Family Education Tutor Course" to show the close relationship between the industry and the policy trend. The case contents are all from in-depth interviews with people in the industry, and the information has been desensitized for reference only. Summary and Suggestions _ Challenges and Advantages With the development and wide application of Internet technology, the development of vocational education and training has entered a new stage. At present, vocational education has a huge market demand and the support of national policies, and the types of online courses are constantly enriched. Cross-border e-commerce courses and other training courses that fit the "Internet outlet" came into being. The interactive mode of online and live broadcast of online vocational education content can save users' time cost more effectively, and online digital teaching may become the trend of vocational education industry. Good development prospects have ushered in a large influx of capital. The number of similar vocational education and training companies has surged, the cost of marketing and customer acquisition has increased, and the homogenization of products has become prominent, which has made the competition in the vocational education industry increasingly fierce and some companies have poor profitability. Some online vocational education and training companies' courses also have exaggerated publicity, poor course quality and other industry chaos, which has aroused heated discussion in society and tightened supervision. _ Suggestions on marketing strategy, online multi-channel delivery and drainage, refined private domain operation and diversified high-quality curriculum construction may be beneficial to the sustainable development of online vocational education companies. In the fierce market competition environment, it is a real challenge for online vocational education companies to design courses according to social needs, implement differentiation strategies, strengthen their own brand building, optimize course quality, enhance private domain operation and ensure the sustainable development of the company. The new list will continue to observe the dynamics and development of new media marketing and private domain operations, so stay tuned. In particular, this report is a new list. 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