Analysis Of Service Marketing Strategy Of Taiyuan Dongfang Yilin Training School

According to the market survey report of Zhiyan Consulting on China’s art training industry,the scale of China’s off-campus art training market continues to grow every year,and the market size is expected to exceed 100 billion yuan in 2023.With the emergence of a large number of off-campus art training institutions,service marketing capabilities have become an important competitiveness in the training industry.Only by improving service marketing methods and improving customer satisfaction can off-campus art training institutions be invincible in the industry.Taiyuan Oriental Art Forest Training School was founded in 2004.It has 51 faculty members and is mainly engaged in the business of young people’s art and calligraphy training.Faced with the increasingly fierce market competition and the improvement of the requirements of students and their parents,the traditional and single marketing method contributes no marketing effect,and has been unable to meet the needs of development.Consequently,how to change the education model and improve the level of service marketing has become an urgent problem for Taiyuan Oriental Art Forest Training School.On the basis of a deep investigation of the art training industry,this study analyzed the service marketing strategy of Taiyuan Oriental Art Forest Training School through the methods of literature materials and questionnaire surveys,and was guided by the future and based on the development of reality.Dialectical discussion is conducted on the macro and micro environment by using PEST and industry competition model to clarify the opportunities and threats in development.Meanwhile,on the basis of the STP marketing strategy analysis,through the method of questionnaire,from the seven aspects of service marketing 7PS,the current situation of service marketing of Taiyuan Oriental Art Forest Training School is investigated and analyzed.In order to improve the effect of service marketing,Taiyuan Oriental Art Forest Training School needs to take young parents aged 25-35 who have invested 5000-10000 yuan in education and lived in or around Taiyuan as the main marketing target.In terms of product strategy,it is necessary to enrich the teaching types of courses,carry out one-to-one teaching courses,and set up group art activity courses.In terms of price strategy,it is necessary to adopt differential pricing,seasonal pricing and combination optimization pricing models.In the channel strategy,increase the two-way development of traditional channels and networked channels.In the promotion strategy,make corporate-specific promotional videos,improve the sales of offline personnel,and carry out various forms of online promotions.In terms of personnel strategy,strengthen the management of internal teachers and improve the teacher performance appraisal and welfare system.In terms of service process strategy,focus on the refinement of teaching process and standardization of service process.In terms of tangible display strategy,It is necessary to optimize the course products,learning environment,staff dress etiquette display.Finally,based on the analysis of marketing strategy,this paper puts forward a series of implementation and guarantee measures of service marketing strategy from the aspects of establishing the whole staff service marketing concept,establishing a special marketing management organization,paying attention to consumer relationship management,and improving the effect of experience marketing.By summarizing and analyzing the existing research results and combining with practice,this paper is applied to the service marketing management of Taiyuan Oriental Art Forest Training School to enhance its competitiveness in the training market and provide experience reference for other education and training institutions.