Research On Service Marketing Strategy For Shangcai Company Education And Training

With the rapid development of science and technology,knowledge economy and lifelong learning,education and training have become an important way to promote the healthy development of organizations,enhance the competitiveness of enterprises and enhance the comprehensive ability of individuals.With the sustained growth of China's economy,the transformation and upgrading of industrial and commercial enterprises,the transformation of government functions,the importance and urgency of education and training have become increasingly prominent.More and more attention has been paid to education and training from the state to the local,from the government to the enterprise,from universities to the workplace,from organizations to individuals,and so on.The demand for supplement and knowledge development has exploded.Educational and training institutions have sprung up,and training programs for organizations and individuals at all levels of society have emerged in an endless stream.However,there are many hidden worries behind the prosperity of the education and training market.For example,some training institutions are eager for quick success and instant profits,pay attention to short-term benefits,lack of R&D strength,the quality of employees is not uniform,the market is valued over service,resulting in unsatisfactory training results,and even false publicity,vicious competition,making some customers on the training.Without confidence,the integrity of the industry will also decrease.Therefore,it is of great practical significance to study the market environment,market positioning and marketing strategy of education and training.How to establish the unique position of the enterprise,how to polish the product,how to optimize the talent team,how to find the best promotion bridge,how to better provide services for different customers,how to enhance the service awareness,service quality and service marketing level of the enterprise,has become an urgent problem for education and training institutions.Founded in 2008,Shangcai Company is an educational and training company which relies on the famous brands and teachers resources of Fudan University and Shanghai University of Finance and Economics to provide training services for government organizations,administrative institutions and industrial and commercial enterprises at all levels.Through literature induction and deduction,this paper takes Shangcai Education and Training Service Marketing status and problems as the research object by using online and offline questionnaire data collection,customer satisfaction survey,statistical analysis and other qualitative and quantitative methods.Based on the 7Ps service marketing theory,this paper first summarizes the experience and lessons of Shangcai company in the process of growth,finds out the deep-seated problems of its service marketing and makes a careful analysis of the causes.Secondly,PEST theory is used to analyze the macro-environment of Shangcai company,and the micro-environment of the company is explored.SWOT analysis method is used to find out the opportunities and advantages for the development of Shangcai company's education and training.Thirdly,it uses STP theory to subdivide the market and select the target market for the education and training of Shangcai Company,formulates the service marketing strategy that meets the development needs of Shangcai Company,and puts forward the safeguard measures for the smooth implementation of the service marketing strategy for the education and training of Shangcai Company.Through the study of this paper,the purpose is to establish a close cooperative relationship with customers through the service marketing mix strategy,adopt effective means of service marketing to constantly open up new customers,maintain old customers,develop and introduce customers,thereby expanding the company's business scale and market occupancy rate,improving the company's overall profitability,so that Shangcai Company It stands out from many similar educational and training institutions and promotes their sustainable,steady,rapid and healthy development.