The Study Of Service Marketing Strategy In The Kunming A English Training Company

The head office of A,an English training company was built in 2006 in Shenzhen and established the subsidiary company in Kunming in the June,2016.The company has a set of scientific system of English training courses,an outstanding teaching team and superior service,and with the brilliant marketing team and sales team,the company has occupied certain market shares in this city and gained public praise widely.The entrance of the A English training company to Kunming area has led to big changes in this industry,eliminating some weak competitors and establishes the new professional standards.However,compared with other old companies,like New Oriental Education and Technology Group,Web international English,the company in this study is comparatively fresh in this city,so the company has been encountering some obstacles to the market expansion in Kunming.The object of this study is service tactics in the process of marketing in this company.By literature review,observation and questionnaire survey,this study probe into the existing service strategy and problems in the A company,and then propose some suggestions to the further research in service methods.Firstly,the study use 'PEST analysis' and Michael Porter's Five Forces Model to survey the external environment which A company is facing with,and then utilize ‘SWOT' model to analyze the strengths and weaknesses,threats and opportunities of the company,in order to complete the goal setting and strategy formulation.Secondly,with the consideration of ‘STP' strategy and the conclusion of ‘SWOT',the study has completed the market segmentation,targeting and positioning.Finally,the study states the current service strategy and improved strategy in the service area,and raises related resources support scheme.This research presents meaningful advice in the service marketing field,to assist A company gain higher market shares in Kunming and lower the cost in service marketing,finally to acquire stronger market competitiveness and higher market margin.Besides,this study may contribute to the future development of service marketing theory.