Study On The Service Marketing Strategy Of Distance Education

Under the circumstance of global economic integration, the quality of service is very important for the distance education. The marketing of distance education has get rapid development in the recent 10 years, and at the same time, many foreign high-quality educational institutions took part in the competition of distance education. So the action of service marketing strategy becomes more important for the distance education. According to the own conditions on the service marketing, to formulate a reasonable distance education product marketing strategy should be the distance education practitioners of the industry environment and scientific and rational understanding of their own role.Service is the important product of distance education, but the current research on the distance education are mostly concentrated in the remote network education teaching mode, reform of talent cultivating pattern and the soft hardware condition content. There are few studies involved in guidance of marketing and consumer education under the concept of service marketing strategy based on distance education due to lack of practice, the effects of radiation on the network, many educational institutions in the process of conducting business basic indifferent to the basic core of educational output-"education services". In this context, this paper reviews the history of the development of modern distance education, analyses the macro and micro environment of distance education at the present stage and puts forward the service marketing strategy in distance education institutions in combination with SWOT analysis of X University. This paper draws the following conclusion:1. The Product Strategy:With the competition of distance education, the teaching resources, learning resources, and the service management are the important factor for the development of distance education. Pay attention to boost the role of the product mix strategy of distance education institution social effects and economic benefits.2. The Service Strategy:See the customer as the center of service, and according to the comparing the model of service gap analysis. Pay more attention to the effective control and management of the service commitment.3.The Price Strategy:For the reason of many projects, the price strategy of X University must follow these principles:price be at a moderate pace; a wide range of prices for different projects; implementation of comprehensive strategies.