The Research Of Service Marketing Strategy To X Company’s Quality Education Project

Report to the Eighteenth National Congress of the Communist Party of China, proposed that quality education should be fully implementing and strenuously improving, to cultivatating students’ sense of social responsibility,the spirit of innovation and practical ability. In response to the national policy and the needs of the times, quality education of children is carrying out at all levels. X Company is an institution engaged in one-to-one tutoring and quality education. According to the current management situation and market demand, it plans to set up an independent branch unit, that strategic focus on promoting the project of quality education, and build its owen brand. The methods of how to effectively obtain the trust of customers, to make the brand, and the way of how to carry out management innovation to gain greater market share is a big problem to quality education project of X Company.Based on the service marketing of quality education as the core, the essay conducted in three stages. Firstly it analyzed the quality education of enterprise’s internal and external environment, as well as local industry.Secondly, through the management status and SWOT analysis the quality education project of X Company, with the establishment of market investigation data analysis and clustering model, the essay determined the final target market and market positioning. Finally, based on the target market and market positioning, combined with the study of a certain amount of research data, the essay also developed appropriate service marketing strategy for quality education project of X Company.In the course of the research, this paper mainly uses the method of investigation, interview and clustering analys is, as well as puts forward the effective service marketing strategy based on 7Ps service marketing mix theory. The conclusion is that, Company X set middle and high income families as the major target group for the project of qu ality education, according to companys current situation and market demand, and divided them to three groups of different ages, which are childrenaged 8-10 years old, 11-13 years old, and 14-16 years old. The company then integrated system development, high matching quality education curriculum system, with consulting, planning and other services as the core of its market position. In terms of service marketing strategy, th is essay based on different target groups to implement different product strategy, channel strategy, promotion strate gy; in terms of price strategy, this essay combined the cost plus pricing method and value pricing method; in perso nnel strategy, stylish display strategy, service strategy and other strategies, it upgraded according to the original pr oblem of the optimization.The innovation of this essay reflected in that, the company research on service marketing strategy in the domain of quality education, and develops a marketing strategy oriented by customer demands. This has some value and significance for the quality education project of Company X and the marketing development of the same industry.