Research On The Service Marketing Strategy Of X Education And Training Institutions

Since the reform and opening up,China’s economy has developed rapidly and the per capita disposable income has been constantly increasing.According to the statistics of family investment in education in the statistical yearbook,it is not difficult to see that Chinese residents have been attaching more and more importance to education.At the same time,a series of policies and regulations in favor of private education were introduced,which also provided the necessary basis for the prosperity of private education.X education is born in the competition,in the competition for survival.In such a fierce market competition environment,in order to develop in the long run,we must strengthen the teaching research and optimize the marketing strategy at the same time.This paper takes X education and training institution as the research object,conducts a scientific and detailed investigation and research,and makes an effective analysis of the marketing status quo of X education by consulting relevant database and literature,using the basic principles and analysis methods of service marketing,and tries to help enterprises optimize their marketing strategies.Firstly,the macro-environmental analysis is used to analyze the policy,legal,economic,social and technological environments of X education.By means of micro-environment analysis,the existing competitors,potential entrants,substitutes,bargaining power of consumers and bargaining power of suppliers in X education and training are analyzed.Secondly,SWOT analysis is used to systematically analyze the marketing environment faced by X education and training.Thirdly,the target market selection and market positioning of X education and training are analyzed by STP analysis and feasible Suggestions are given.Finally,X educational marketing optimization strategy is proposed,and a series of guarantee measures such as organizational guarantee,human resource guarantee and capital investment guarantee are provided for the implementation of the marketing plan.Above comprehensive analysis,it is concluded that although X education training has certain advantages,but there are still money pressure,weak unreasonable pricing strategy,channel construction,the promotion effect is not obvious,the teaching management process is not scientific and tangible demonstration,personnel erosion,not prominent problems,and put forward the product strategy,pricing strategy,distribution channel strategy,promotion strategy,personnel,tangible demonstration,multiple strategies such as strategy process,main is to pay attention to the independent research and development,deepen curriculum products diversified product portfolio strategy,provide value-added services;To optimize the pricing strategy,implement differential pricing,promotion pricing and combination pricing;To optimize the distribution channel strategy,we should adopt promotional means such as advertising,creating events and experiences,marketing and public relations,etc.In addition,personnel strategies should be adopted.Starting from four aspects,namely,strengthening the construction of talent echelon,emphasizing personnel management,regular training of employees,and improving the performance appraisal system,tangible display strategies should focus on the display of school environment,management,service and network.The teaching process should also be refined and the service process standardized.To provide organizational,human,and financial safeguards for the proposed strategies and recommendations.