Research On Service Marketing Strategy Of ZC Educational Corporation Based On Service Quality Gap Model

The extracurricular tutoring industry in primary and secondary schools forms a unique industry under the senior high school entrance Examination and the college entrance examination system,which is usually called the K12 industry.The industry market with many of industry participants is huge and fiercely competitive.With the strengthening of the supervision of extracurricular tutoring institutions in primary and secondary schools,the industry has ushered in new opportunities and challenges.How to take a dominant position in the market competition is the focus of attention of extracurricular tutoring institutions in various primary and secondary schools.Because education and training belong to the service industry,and the homogenization of services is serious,it is difficult to form word-of-mouth publicity using traditional product marketing theory.Therefore,the extracurricular tutoring institutions in primary and secondary schools pay more and more attention to service marketing,and the level of service marketing has become the key to promoting the development of extracurricular tutoring institutions.Objective evaluation of service marketing status,building systematic service marketing improvement strategies based on its own actual situation,improving service quality and customer satisfaction and promoting word-of-mouth marketing become an important management research topic in ZC Educational Corporation.This paper takes the service marketing improvement strategy of ZC Educational Corporation as the research object,adopting the research methods of literature research and case analysis.Firstly,it analyzes the domestic and foreign research situation summarized by the theory of service marketing.The service quality gap model is chosen as the theoretical basis of this paper.Secondly,it evaluates the current situation of service marketing of ZC Educational Corporation and identifies the problems and reasons in the service marketing process of ZC Educational Corporation.At the same time,the macro and micro environment of ZC Educational Corporation marketing is analyzed to assess the internal strengths and weaknesses,external opportunities and threats of ZC Educational Corporation.Finally,according to the service quality gap model,from the perspective of closing the gap between the four service companies:listening gap,service design and standards gap,service performance gap,and communication gap,we will formulate a systematic marketing improvement strategy which is in line with the actual situation of ZC Educational Corporation.And from the transformation of the management and control mode of the headquarters to the campus,the establishment of customer-oriented corporate culture,and the promotion of the development of organizations and talents,three safeguards are put forward.Service marketing is a key success factor for extracurricular tutoring institutions in primary and secondary schools.The research on the service marketing strategy of ZC Educational Corporation not only helps to improve the service marketing work of ZC Educational Corporation,but also promotes the development of business.It also provides reference for the development of service marketing for other extracurricular tutoring institutions in primary and secondary schools.