Font Size: a A A

Service Marketing Strategy Research Of Training Institutions A

Posted on:2017-11-11Degree:MasterType:Thesis
Country:ChinaCandidate:Y S LiFull Text:PDF
GTID:2347330536951617Subject:Business Administration
Abstract/Summary:PDF Full Text Request
With the constant opening-up of capital market and the arriving of Internet Age,people produced new concept about “service”.There are several factors,including government policies,society reform,commercial development and so on,changed the concept of “invisible service”.Enterprises,business-runner and individual business all realized the importance of “service”.Human beings begin to pursue the particularity and obtain gratification and happiness from services.The suppliers also start to realize that the additional value of visible products increasingly relies on invisible service to reveal it.Only if clients received the results they expected,they could be satisfied.At the beginning of 1990 s,training industry quietly spring up in China.Through more than 20 years development and experience accumulation,it has developed into one of the most outstanding industries,related to 8 fields including diploma,IT,technology,children science,art,finance,management and essential-quality-oriented education.Since 2010,with the inflow of foreign capital and the flow of financial capital,the training industry has created its another summit.The development of economy increasingly stimulated the demand for education industry.Training has become a sort of investment,especially children training.According to the social service index from Shanghai Statistics Department in 2015,the total out-put of education industry has reached 118.359,increased 10.5% compared with previous year.However,the theoretical and practical researches on how to enhance “service” satisfaction are still at an initial stage.This phenomenon do not conform to the development trend of this industry,which led to the excess and low-quality of domestic training institutions and made many institutions cannot find the right developmental directions and their advantages in bottleneck stage.Therefore,currently,one of the most essential problem is how to improve “service” satisfaction and keep the competition of training industry.People usually consider lots of factors when they choose training schools,such as does it can satisfy the inner demand?,Does it worth it? Or Does it possess the well worth the costs? At the same time,the establishment of satisfaction evaluation system and module instruction related to education training industry is also a vital project.Therefore,this passage possess theoretical and practical meaning.The paper mainly included seven parts: the first one is introduction,it introduced research purpose,meaning,the current situation both at home and abroad,research method and research structure.The second part is the basic the theoretical part and it mainly described the relative theories about service market.The third part described the running situation of institution A and existing problems in service market.The fourth part explained the client satisfaction,investigation analysis and the factors that affect satisfaction of institution A,including sample validity,descriptive statistical analysis,factor analysis,regression analysis and the construction of customer satisfaction model.The fifth part pointed out service market combination strategies and carrying out plan of institution A from the perspective of client management price management and individualized management.The sixth part explained the protective measures for the carrying out of service market combination of institution A.The last part is conclusion.It concluded the entire paper and came up with innovative points and disadvantages.In order to effectively complete the “service marketing strategy research of Training Institutions A”,the paper applies methods of literature collection,literature summarizing,questionnaire,data analysis,case analysis and interview.The paper analyses the influence factor of customer satisfaction for training institutions with the main way of questionnaire and analysis,starting from enterprise's acknowledgment and strategy of “service marketing”.With the combination of “marketing strategy of Training Institution A”,the paper reaches 7 major important factors affecting service marketing satisfaction,respectively are environment,teacher,promotion,price,teaching quality,service and participation.It also explains the importance of “sense of belonging” to enterprise satisfaction through analysis.The marketing strategy of Training Institution A provides the marketing solutions and guarantee measures.In order to effectively accomplish the investigation research on service market strategies of institution A,the paper applied documentary collection and review,questionnaire survey and data analysis,case analysis and interview.Based on questionnaire analysis,the paper analyzed the factors that affect client satisfaction and concluded seven factors of institution A,including environment,staff,propaganda,price,teaching,service and participation,through the concept of “service market” and strategies.Through the explanation of the importance of “sense of belonging” to enterprise,the paper provide market plan and protective security with institution A.The innovative point of the paper is that it has concluded seven factors that affect the client satisfaction of institution A,including environment,staff,propaganda,price,teaching,service and participation.The effect factors that could affect the service satisfaction of client include staff,teaching,service,participation,price,channel and propaganda.From different aspects,the paper concluded service market combination strategies and protective measures of institution A.The paper combined the real situation of institution A with the real difficulty of the middle and small training institutions.Based on the index of satisfaction,it proposed the ways to develop.In order to cater to for the competitive challenges and opportunities in new market environment,during the development of institution A,it take advantage of “activities” and “stories” to send the “to please children and to ease parents ”.Through the combination between traditional subject education and essential-quality-oriented education,it could mix every focuses that students and parents attach great importance to with every single teaching and activity sections.According to perfectly designed “course system” and “service contents”,the satisfaction will be tested and inspected every fixed period and time.The courses system possesses its own features and attaches great importance to propaganda.And it concentrates on the enhancement of teachers' ability and professional skills and focus on the teaching quality and teaching additional value.With the reasonable price,the institution carefully listen to the advices and suggestions of clients and established a good management interface with clients,which could set up the satisfaction and a sense of belonging of clients and form people's trust to training institution.Finally,it could reached “optimal service and maximum benefits” result.
Keywords/Search Tags:training institution, sense of belonging, service market, the satisfaction of client, training industry, factors that affect satisfaction
PDF Full Text Request
Related items