Research On Service Marketing Strategy Of CY Education And Training Center

After nearly 30 years of rapid development,China’s education and training industry has gradually become mature.With the increase of people’s living standard,family education spending increased gradually along with emphasis gradually improve,at the same time,most have received higher education after 80,90,to become parents,attention to children English learning is growing,the school of English learning,already can’t satisfy people’s demand for English learning,huge market,rapid development lead to off-campus training institutions.This paper selects Shenyang as the research scope and takes CY Education and Training Center as the main research object.Taking CY Education and Training Center as the representative of many small training institutions,this paper discussed how to find and implement marketing strategies suitable for their own development in the competitive environment of Shenyang,so as to adapt to market competition,win more parents’ recognition,expand competitive advantages and form scale effect.CY Education and Training Center is a local training institution in Shenyang.After more than 10 years of continuous learning and learning from the experience of the same industry,CY Education and Training Center has three branch schools with a total number of nearly a thousand students.But with the development of education industry,more and more new competitors,the dividends of industry development is more and more small,many institutions through the chain management or join a variety of forms such as constantly expand their business scope and influence,from beginning to now,in the face of problems and challenges every day,be badly in need of advanced management experience and ideas,solving problems,break through the bottleneck,to grow.To change CY education training center management present situation,make the students continue to increase,increase awareness,and in the development of the future,a more market competitiveness,this paper respectively for the company’s background,elaborates the present situation,development target,and use of PEST analysis,porter five models for the company’s external environment and internal environment to conduct a comprehensive analysis,and through the SWOT analysis method accurately find the advantages and disadvantages,opportunities and threats for the development of the company,on this basis,determine the company’s marketing strategy target,thus,the direction of the 7 Ps theory as the instruction,Formulated the development of new products,audio-visual course discount channels,network development and management,the existing students turn to introduce,assessment and incentive system,efficient classroom,service type and so on concrete marketing strategies,at the same time,through the formulation "to perfect the corporate governance measures","human resource supporting measures","full service marketing culture safeguard measures" to ensure the smooth operation of the service marketing strategy.This paper hopes to help CY Education and Training Center stand out from many small training institutions through the formulation of service marketing strategies,and to point out the direction for its future development.