CY Educational Training Company Service Marketing Strategy Research

Economic development brings the increase of residents' income and the relaxation of government policy conditions for the education industry to usher in new opportunities for development,but at the same time the industry competition is increasingly fierce.CY education and training company is a well-known for-profit education and training company in quanzhou.In the increasingly fierce market competition,its existing service marketing strategy has failed to make CY education and training company achieve a more long-term development.This paper takes customer satisfaction as the starting point,takes CY education and training company as the research object,and USES theoretical analysis,questionnaire survey and other methods to make an in-depth analysis of the company's service marketing.Firstly,a stepwise regression analysis of the collected data on customer satisfaction and influencing factors of CY company was conducted,and it was found that only environment and teachers had a significant correlation with customer satisfaction.Secondly,the current situation of the company's service marketing strategy is analyzed,it is found that the strategy has problems such as insufficient understanding of tangible display,personnel and teaching management process to be strengthened,teaching quality to be improved,inflexible pricing strategy,few effective marketing channels,weak promotion awareness and optimization of service management process.Furthermore,according to these problems,CY company should conduct regular training for employees,improve their service ability,establish a scientific and reasonable performance appraisal system,attract talents with high salary,and enhance employees' sense of identity to the enterprise and retain excellent talents through people-oriented organizational culture construction.At the same time,pay attention to tangible display,through creating a comfortable and safe environment to convey the corporate philosophy and characteristics of advantages,to increase the customer's sense of identity,sense of trust.In addition,strengthen process management,pay attention to the control of the three links before,during and after the event,actively communicate and care with customers,strengthen the relationship with customers,increase customers' sense of belonging,and form word of mouth.Finally,a virtuous circle mechanism of guaranteeing quality by personnel,promoting public praise by quality,building brand by public praise and winning market by brand will be formed,so that CY education and training company can achieve long-term and stable development in the fierce market competition.The study on marketing strategies of CY education and training company in this paper can not only help enterprises to develop reasonable service marketing strategies,but also provide some references for other similar enterprises.