Research On The Service Marketing Strategy Of Belle Robot Educational Institution

Thanks to the state’s attention and strong support to STEAM education,the robot education industry is developing rapidly and bringing new challenges at the same time.Facing the fierce market competition environment of robot education in China,how to improve the attractiveness of service marketing and gain competitive advantages has become an urgent problem for Belle Robot education to break through.This paper combs the connotation of robot education service marketing and related marketing theories.Using PEST environment analysis and Porter’s five forces model,this paper evaluates the competitive environment of robot education industry.According to the results of market research,families with an annual income of more than100,000 yuan are taken as the target customer group,and the different market needs of children of all ages are determined.Relationship marketing will be taken as the main means to expand online interactive marketing.Then combined with the internal brand ability of Belle Robot,the influence factors of its consumption and marketing status are analyzed and evaluated.Through the establishment of SWOT framework,design the overall marketing strategy of the brand based on advantages and opportunities,and develop target market segments suitable for their own characteristics.Finally,based on the 7Ps service marketing theory and 4I network marketing theory,four specific and feasible suggestions for optimization of service marketing strategy are summarized: to build product competitiveness and promote service customization;Pay attention to the new network interactive marketing,multi-faceted development of Internet media marketing channels;Implement reasonable pricing strategy,practice effective promotion plan;Perfect the marketing incentive mechanism and enhance the vitality of the marketing team.In this paper,the competitive environment,marketing status and marketing strategies of Belle Robot education institutions are studied and analyzed,and feasible service marketing optimization strategies are explored,so as to promote the sustainable development of its business.