Research On The Improvement Of Service Marketing Strategy Of Zhikao Education And Training Company

Recently,as national economy develops rapidly,Family investment in education increases with income levels.There is a growing demand from students and parents for quality educational resources.In order to meet this demand,a variety of private education enterprises have emerged.With the vigorous development of the education and training market,the number of private education training institutions has also risen rapidly,and the industry competition has become increasingly fierce.Founded at the beginning of 2012,Zhikao education and training company is a large-scale comprehensive education and training institution in Handan city.In the face of the large number of similar educational training institutions in Handan city's education and training market,the current marketing strategy of Zhikao education and training company has been unable to meet the growing needs of students and parents.If the problems encountered in service marketing are not analyzed and solved in time,it will inevitably have a negative impact on the company's business development.This paper takes Zhikao education and training company as the research object.By using the methods of macro environment analysis,Porter's five forces analysis and SWOT analysis,this paper analyzes the marketing environment of Zhikao education and training company.At the same time,STP theory is used to subdivide the market and select the target market of Zhikao education and training company.Combined with the 7p theory of service marketing,this paper puts forward targeted measures to improve the service marketing strategy,hoping to help the intelligent examination education and training company improve the course and service quality,meet the needs of students and parents,so as to improve the brand awareness of the company,enhance the overall profitability of the intelligent examination education and training company,and realize the stable development of the company.