Investigation Into Service Marketing Optimization Strategies:A Case Study Of S Private Studying-abroad Consulting Company

The 21^stcentury has witnessed a rapid development of China’s economy,together with an increasing demand on education.More recently,with the strong policy support for studying abroad,the number of students studying abroad has risen dramatically.Under such circumstance,studying-abroad consulting companies and studios have mushroomed in the market.However,although the market has expanded,the entry threshold of the industry is relatively low.It raises problems and challenges for private companies in this field,such as the homogenization of products and services between different institutions.S consulting company is a private company which offers studying-abroad related services such as general consultation and application submission.It has won a certain degree of local popularity.Due to the early entry into the industry,S private studying-abroad consulting company enjoyed benefits from the industrial development dividends.However,the single business type has weakened S company’s revenue growth.In addition,problems in its inner marketing have further restricted its expansion.In particular,at the beginning of 2020,the outbreak of the epidemic on a global scale had a huge impact on the company’s business.Therefore,what is worthy of in-depth investigation is how to optimize the level of service,improve operational efficiency,and achieve contrarian growth in the context of“internal and external troubles”.Grounded on the service marketing theory of 7Ps,this thesis aims to use S private consulting company as a case,and to understand the current situation of the company’s service marketing from seven aspects（i.e.,product,price,place,promotion,process,people,physical evidence）.It analyzes the problems and causes through literature research method,questionnaire survey method,comparative research and executive interview.Finally,it proposes service marketing optimization strategies through product,price,place,promotion people and process.The results show that S private studying-abroad consulting company has problems such as few and homogenized products,non-uniform fees,and single promotion channels.The reasons include low investment in product development,disunified price setting in the industry,and undesirable incentive systems.Based on the specific problems,this study proposes optimization strategies such as diversifying products,systematizing pricing,rationally expanding marketing channels and publicity efforts,improving compensation mechanisms and refining service processes.These feasible solutions have significance for the company’s business expansion and steady development.At the same time,this study has certain reference value for other small and medium-sized study abroad consulting companies in the education industry.