Study On Service Marketing Strategy Optimization Of B Postgraduate Entrance Examination Training Mechanism

Higher education plays a vital role in a country,and postgraduate students occupy a very important position in higher education,which can provide a steady stream of high-end talents for the development of the country.In recent years,as our international influence increases day by day,we are leading in international level in many fields,which presents unprecedented challenges for our high-end talents,so our graduate students in recent years continue to expand enrollment.According to the Ministry of Education,PRC,the number of graduate students enrolled in China reached a record high of 1.107 million in 2022.At the same time,the number of applicants for the postgraduate examination has also increased in recent years.In2023,the number of applicants reached a record high of 4.74 million.In this kind of "research and entrance examination fever" background,want to take part in the postgraduate entrance examination training counseling has become the only way for the majority of candidates.Therefore,in recent years,the postgraduate entrance examination training industry has also ushered in rapid development.According to Analysys’ data,it is predicted that by 2023,the total volume of postgraduate entrance exam training market will break through the 20 billion mark,reaching 21.1 billion yuan.With the rapid development of postgraduate entrance examination training industry,opportunities and challenges coexist,how to maintain competitiveness in the fierce competition,improve their courses and service level,has become a top priority.This paper analyzes the marketing model of the leading institutions in the postgraduate entrance examination training industry.It also introduces some relevant marketing theories,such as 7P marketing theory,characteristics of service marketing,customer satisfaction theory and macro environment analysis theory,which lays the theoretical foundation of the paper.This paper takes B postgraduate entrance examination training institutions as the research object,and through the analysis of the macro environment of the postgraduate entrance examination training industry,conducts a comprehensive and detailed study on this industry.At the same time,through the questionnaire survey method,the problems existing in the service marketing of B postgraduate entrance examination training institutions are analyzed one by one,and the conclusion is that there are some problems in B postgraduate entrance examination training institutions,such as backward curriculum,unreasonable course pricing,single sales channel,poor promotion effect,low staff stability and professionalism,service content to be optimized,and lack of tangible display.To solve these problems,this paper puts forward optimization policies such as optimizing curriculum,reasonably setting prices,strengthening sales channel construction,adjusting promotion policies,improving the professionalism and stability of team members,increasing service items,and improving the tangible display effect of the organization.In this way,we can help B graduate school entrance examination training institutions to provide better services for students and enhance their market competitiveness.