Research On The Service Marketing Strategy Of SKSS Education Group Harbin Branch

In recent years,the number of people taking the postgraduate entrance examination has been rising all over the country.Both students and on-the-job personnel have joined the army of postgraduate entrance examination one after another.With the increasing popularity of postgraduate entrance examination,more and more educational institutions begin to enter the field of postgraduate entrance examination,which brings great challenges to the old postgraduate entrance examination training institutions.In addition,COVID-19’s economic downturn has brought about double psychological pressure to candidates and parents,and also made competition in the Harbin postgraduate entrance examination institutions white hot.Under the epidemic situation,the traditional education mode and marketing strategy can no longer be used continuously.How to change the traditional marketing strategy and lead the Postgraduate Entrance Examination Market in Harbin has become an urgent problem for many postgraduate entrance examination institutions.This paper takes SKSS education group Harbin branch as a case study,mainly aiming at the analysis and adjustment of COVID-19’s repeated marketing strategy.Firstly,it introduces the overall situation,product status,customer management status,marketing status and marketing strategy of SKSS Education Group Harbin branch,and conducts a questionnaire on customer needs,collects data,analyzes customer needs,obtains customer suggestions and analyzes the shortcomings of marketing strategy.Based on the analysis of4 R marketing theory,this paper puts forward the improvement scheme of SKSS Education Group Harbin branch’s marketing strategy from four aspects of 4R marketing theory.Firstly,in order to connect products and services with customer needs,product portfolio strategy and customer management standardization strategy are proposed.In order to respond to the changes of the market in time,the strategy of routine development of new enrollment channels and efficient connection of online and offline teaching strategies were put forward,In order to establish a long-term interactive relationship between enterprises and customers,timely communication strategy,result binding strategy and regular poll strategy are customized.Finally,in order to achieve win-win with customers,this paper puts forward the strategies of returning customers with benefits,returning customers with feelings and giving back to society in time.Finally,it puts forward the safeguard measures and suggestions of marketing strategy from the aspects of building a complete marketing team and obtaining sufficient marketing funds.