Research On The Service Marketing Strategy Of XY Art Studio

With the progress of society and economy,the art education industry in China is developing in the direction of content diversification and form diversification.The audience of the industry is no longer limited to children.The reform of quality-oriented education popularizes art education in the primary and high schools.More and more teenagers begin to learn professional art skills.More and more adults begin to focus on improving their own skills and enriching their living contents through art education.Art consumption has become a popular fashion lifestyle for adults.The content of the industry is no longer limited to the cultivation of interests and hobbies,but towards the development of more professional skills learning.The operation mode of the industry is no longer limited to offline classroom teaching,but to high-end and intelligent upgrading.How to make a set of scientific and effective marketing strategy according to the new development trend of art education industry,combined with the current situation of self-development,and give full play to the brand effect has become the focus of the long-term development of the industry.XY art studio,founded in 2014,is a new studio integrating art education and training with the nature of commercial gallery.Its main business is children's painting training,adult art education and art customization.This paper takes XY art studio as the research object,analyzes the current marketing situation of the studio,takes the basic theories of marketing and service marketing as reference,combines the characteristics of the current art education and training market,and puts forward some service marketing strategies.In this paper,firstly,by referring to the relevant journals and literature of art education and training,and with the help of some basic theories and analysis methods of marketing management,we can understand the development status and marketing status of art education and training industry in China;secondly,we can make a comprehensive and in-depth analysis of XY art studio marketing environment through PEST analysis,SWOT analysis and Porter five force model;finally,we can make a comprehensive and in-depth analysis of XY art studio marketing environment After analyzing the current situation of XY art studio's service marketing strategy,several feasible service marketing improvement strategies are put forward.Through a series of comprehensive and systematic analysis and Research on XY art studio,this paper argues that XY art studio will give full play to its brand advantages in the future development process,take differentiated marketing strategy as the core,adhere to the existing value proposition,develop rich content and diversified products that meet the needs of the target market,provide innovative marketing strategies such as experiential promotional activities,and make use of the "two micro enterprises" Internet tools such as " Tiktok" can strengthen the communication with consumers;use Internet platforms such as Tencent classroom to enrich the promotion channels of studios;develop online display stage,expand the scope of tangible display,and try to build an art exchange platform of mutual assistance with the help of platform marketing in different industries to maximize the complementary interests of resources of both sides.We hope that the study of XY art studio service marketing strategy can provide reference for other small and medium-sized art training institutions in the development of marketing strategies.