Research On Optimization Of Service Marketing Strategy Of Excellent Course Education And Training Company

As talent competition is increasingly fierce,the parents’ needs for children training is increasingly growing,and the training market and training institution has developed rapidly.The coming is that training institution’s marketing strategy competition is increasingly fierce,however,the marketing strategy of training institution has generally existed.Therefore,the training institution’s marketing strategy is an important issue,how to optimize the marketing strategy of training institution is the problem to be solved in the thesis.The thesis takes a certain representative Excellent Course Education and Training Company in Shangqiu City as the research object,focusing on the marketing and strategy research of K12 education and training projects,through the seven aspects of product,price,channel,promotion,personnel,tangible display,and process management,and describes the marketing status of the Excellent Course Education and Training Company.And use analysis tools such as PEST model and Porter’s five forces model to analyze the macro environment and competitive environment in which it is located.Relying on the questionnaire survey method,the current situation of the education product marketing strategy of the Excellent Course Education and Training Company is diagnosed and the reasons are collected.The main marketing problems are:unclear market segmentation,weak product development,single sales channels and promotion methods,simple organizational structure,insufficient visible display and lack of process management.Based on the above analysis and research,this article borrows the STP theory and 7Ps theory to propose a targeted optimization plan for the marketing strategy of the Excellent Course Education and Training Company,including the eight aspects of target market strategy improvement,products,prices,channels,promotions,personnel,tangible displays,and process management,as well as four safeguard measures including corporate culture guarantee,technical guarantee,human resource guarantee,and capital guarantee.Finally,it is concluded that the promotion of the marketing competitiveness of the Excellent Course Education and Training Company,maintaining the competitive advantage of the industry requires enriching product diversity,broadening sales channels,increasing promotion efforts,improving organizational structures and strengthening employee management,enhancing tangible display and shaping corporate culture and improving process management.It is also hoped that the conclusions drawn through research and analysis can provide meaningful reference for the development of other small and medium-sized off-campus training institutions.