The Research On Exam Tutoring Service Marketing Strategy Improvement Of SC Company

With the transformation of China's postgraduate education development and eco nomic development demand,there will be a rapid growth in enrollment and applican ts in the coming ten years,which leads to the development of the corresponding tes t preparation industry.Facing the change of the competitive environment and the join of the new competit ors,The competition is more and more intense.By analyzing the macro environment,customer demand,and competitive environment of test preparation industry from whol e angle,to get information about industry trends,customer characteristics,compet ition status;combing with the results and the situation of SC company existing res ources,related services marketing theory and market opportunities,to adjust marketin g strategies of SC company.For the time being it is urgent that the enterprise utiliz e opportunities,explore its advantage,develop in a sustainable and health way.The full text is divided into five parts.The first part is introduction,it mainly illustrate the background,purpose and meaning of the study.It is pointed that opportun ities and challenges exist side by side with technology advancing rapidly and econom y developing by leaps and bounds.Second,review of relevant theories.the traditional t heory and method of tangible product marketing are not applicable for the service mark eting;the service marketing theory takes the marketing of the service industry and the ser vice in the visible marketing activities as the study object,which offer theoretical found ation of marketing to study of this thesis.The third part is analysis of marketing envir onment of SC company.Analyzing the Specific macro and micro marketing environ ment,It sums up the industry trends,basic features of customer demand,industry competition situation and the resource of competence of SC company.The fourth part is analysis of marketing strategy of SC company.On the basis of the theory of se rvice marketing mix of 7p,analyzing the current situation of SC company marketin g;combined with the results of third part,finding out the main problems and shor tages in the marketing strategy of SC company.The fifth part: optimization scheme is proposed.optimum schemes were proposed to solve the problems.Combined with en vironmental trends,customer demand characteristics,industry competitive opportunitie s,enterprise resource advantages and related marketing theory,this article had propos ed the optimization scheme against the problems.