Research On The Optimization Strategy Of Sun Land Adult Education Service Marketing

In recent years,the demographic dividend of China’s labor force has gradually disappeared,and the adjustment and upgrading of industrial structure has reached a key stage.The structural imbalance of highly educated talents is becoming more and more obvious.Therefore,it is imperative to improve and expand the status and role of on-the-job academic education.However,the essence of education and training institutions is still enterprises.Enterprises aim to make profits.Especially in the current stage of frequent national policies on the education industry,the market environment and competition pattern are changing.Therefore,how to improve the quality of on-the-job academic education on the basis of ensuring the survival and development of training institutions,so as to improve the marketing level and market competitiveness,It is a problem that on-the-job academic education and training institutions need to seriously think about.Taking Suntech,a comprehensive training institution established earlier in China’s market,as a case,this paper studies its service marketing strategy of on-the-job academic education and training.Through the analysis of pest macro environment and the competitive environment of Porter’s five forces model,it is concluded that under the current market background,Suntech institutions are suitable to position the market of its future development strategy in the promotion of on-the-job postgraduate education of on-the-job people in large and medium-sized cities,and focus on the joint examination of Business Administration and other areas with more differentiated basic customers for national scientific purposes.Only by effectively adjusting the strategy of service marketing according to the changes of market environment and the pattern of competitive environment can we adapt to the changes of environment and improve our core competitiveness.This paper then uses the 7PS marketing framework to analyze that there are some key problems in the on-the-job academic education of Suntech institutions,such as unreasonable product design,emphasizing marketing over service in work,insufficient ability to expand customers in batch and so on.As a result,the growth rate of revenue scale and the growth rate of customer number of Suntech institutions have shown a downward trend in recent years.The most critical reason is the lack of service marketing of Suntech institutions.Then,this paper puts forward targeted service marketing optimization strategies,including abandoning some discipline training with weak competitiveness,focusing on the content training they are good at,and adjusting the content of training products at the same time.Appropriately adjust the pricing model and increase the pricing of single subject products and online courses.Expand marketing channels with services,adopt free publicity and training,and invest a certain cost in the early stage to obtain long-term returns from unit customer groups.Increase the strength of promotion strategy to meet the needs of mass expansion of customers,but also make up for the needs of customers and increase customer satisfaction.Optimize the staff composition system,improve the core faculty,and improve the quality and responsibilities of education auxiliary staff.Take the form of combining online and offline tangible display to improve the display effect.And build a perfect overall service process to improve the service quality of Suntech institutions.Finally,it puts forward the guarantee measures from three aspects: capital guarantee,professional marketing team and technology improvement.