Research On Service Marketing Strategy Of HX Education And Training Company

With the increasing number of people taking the China’s postgraduate entrance,according to the statistics of the Ministry of education,by the end of the postgraduate entrance examination registration in 2021,the number of applicants nationwide has reached3.77 million,a record high;360000 more than 3.41 million in 2020,or 10.6%.The number of people taking the postgraduate entrance examination continues to increase,creating a good opportunity for the further development of the postgraduate entrance examination institutions.The continuous expansion of the enrollment scale of colleges and universities and the increasing pressure of employment have led to the fierce competition among many institutions and enterprises engaged in the postgraduate entrance examination,teaching and training industry.In this context,if education and training enterprises want to survive,make themselves more attractive to customers and continuously improve their efficiency level,they must effectively improve the level of service marketing as soon as possible.HX education and training company is a small and medium-sized enterprise.Its main business is postgraduate entrance examination education and training and services.Its current strategy in service marketing is no longer applicable to the increasingly fierce competition.Using the 7PS theory system of service marketing,this thesis studies HX education and training company.Firstly,this thesis uses pest external macro environment analysis model to identify the external business risks of HX postgraduate entrance examination and training company,and analyzes the marketing environment of HX education and training company.Secondly,by conducting internal interviews and comprehensively combing the data obtained,it is found that HX education and training company has some problems,such as the teaching quality of courses still needs to be improved,the pricing strategy is single,the efficiency of marketing channels is low,the promotion means is single and backward,the quality of service personnel needs to be improved,the physical display is not in place,and the service process needs to be optimized.Thirdly,the improvement strategy is given.That is to improve product quality and optimize curriculum,and adopt discount pricing and differential pricing strategies;Pay attention to channel expansion,strengthen information channel management,adopt a variety of promotion means,pay attention to improving the quality of full-time employees,regularly carry out employee training,and improve the welfare treatment of part-time teachers and agents;Make more efforts in the physical display of campus environment,management and services,and establish and improve the management of consultation process,learning process and teaching process.Finally,it puts forward safeguard measures from four aspects:capital guarantee,organization construction,system guarantee and technical guarantee.The research on the service marketing strategy of HX education and training company in this thesis can not only help enterprises formulate reasonable service marketing strategy,but also provide some reference for other similar enterprises.