Now many educational institutions will have their own official WeChat account, which can better publicize educational institutions, release information with wider coverage and faster transmission speed. Wechat operation refers to the operation process of WeChat, including establishing personal WeChat and WeChat public platform, then communicating with users through WeChat, and realizing self-media big data through crowd positioning in the early stage, which is the product of the information age. How can we do a good job in community operation of educational institutions? What are the skills? Step 1 to define the positioning point of WeChat marketing. Does WeChat promote the individual teacher or the teaching team at the teaching point? From the perspective of corporate brand promotion, the team of teachers who promote teaching points is definitely stronger than the individual teachers. The reasons are: (1) There are too many uncontrollable factors for teachers, such as the illness of famous teachers and going out to study, which will affect the enrollment at this stage; (2) Using a lot of resources to promote a famous teacher will lead to full classes for famous teachers and less classes for other teachers. On the surface, it is the division of teachers, but it wastes a lot of marketing resources. Another point is that fans in the fan economy should be brand fans, not individual fans, so as to ensure the continuity of institutional brands in the local area and avoid the problem of brand loss caused by the turnover of teachers. The second step is to sort out the WeChat function. Although WeChat is small and beautiful, its function list is getting longer and longer. Now WeChat has more than 20 functions, and developing interfaces makes its functions richer. In order to reduce the technical and training costs of WeChat marketing, as long as its official functions are comprehensively utilized, the expected marketing effect can be achieved. According to the experiment, the four functions of WeChat are not only simple and easy to use, but also the modules that parents pay more attention to. After sorting out the functions, we do the following simple division of labor to make marketing simple. The third step is to get through all the functions of the micro signal. Because the current information flow has exceeded our absorption capacity, parents and students are increasingly focusing on the information that best meets their needs, and WeChat is very instant. At this time, WeChat marketing has broken the boundaries between marketing department, customer service department and sales department. For educational institutions, the department responsible for interacting with consumers should not only attract parents and students (marketing), but also persuade parents and students to buy (sell). We also need to help parents and students solve all problems (customer service). For this marketing process, we don't need to design multiple personal micro signals. A micro-signal can completely get through the whole process, so that marketing and service can be seamlessly connected. The fourth step, WeChat marketing, in addition to red envelopes, you can also try hunger marketing. At present, the application of public WeChat subscription number mostly gathers fans in the form of content marketing, and then uses red envelopes, offers and other information to realize the transformation of fans. This marketing method is also a scene that WeChat officials are willing to see. It enhances the viscosity of the entire WeChat platform through valuable content and preferential information that can benefit users. However, in terms of fan conversion, the best way is not the red envelope discount, but the fact-based hunger marketing, such as "to meet the needs of students, the start time of the September class is advanced from September 1 to August 25th, please register as soon as possible" and "to celebrate XX activities, five new places are added, and registration is welcome". This has a more convincing impact on fans than promotional discounts. The fifth step, WeChat group, customers should be early. The application of WeChat group is mostly used to maintain the relationship between students who have signed up and answer questions. In fact, it is best to let students and parents join the group or offer free classes at the consultation stage, because at this time you not only realize the service, but also realize the marketing. In particular, the WeChat group has a mechanism. When students think that teachers' sharing is valuable, they will join their classmates and form a fission marketing effect. In the maintenance of WeChat group, it can be done by teachers and teaching assistants. Teachers answer professional questions mentioned by students and parents, and teacher assistants answer questions such as courses, discounts and prices (in fact, teacher assistants are course consultants). The sixth step, the circle of friends, makes the influence simple. When parents and students join the group, the teacher's assistant will add everyone in each group as friends. Some information that is inconvenient to say in the group can be shared with everyone through the circle of friends. If you share things outside of work, it will increase the goodwill of students, parents and teachers' assistants, and finally everyone will form a trustworthy friend relationship. When your customers are willing to be friends with you, what other sales tasks are we unable to complete? The seventh step, WeChat operation rules, don't make parents and students disgusted. Although we are talking about WeChat marketing, remember not to regard it as a complete marketing platform. We should share valuable information with parents and students from a personalized perspective to help them solve problems, so as to establish a trust relationship and conduct certain marketing on the basis of trust. Li Xiaohua, a native of Zhengzhou, Henan, 20 1 1 engaged in education and training. I once worked in the East China and Nanjing Lions Team of Taiwan Ladder Children's English, and returned to Zhengzhou to establish Fu Sheng Education 201years ago. So far, she has deeply studied the marketing methods of training institutions, created a unique aid system for training institutions, and made institutional resources and students the most difficult. As of April 2022, it has served the national 1w training institutions, helped the training institutions to solve the problem of students, and helped more than 200,000 children choose high-quality education and training schools.