Research On The Optimization Of Service Marketing Strategy Of A Adult Education Company

In recent years,with the development of the internet,online education has gradually emerged.On the one hand,there is an urgent demand for high-level innovative talents in the workplace,and on the other hand,the increasingly severe employment situation has led to a large number of university graduates and working adults choosing to pursue further studies,causing the market scale of adult education and training to expand,and the number of people applying for various certificates such as postgraduate,civil service and teaching qualifications to remain high.The competition in the education and training market is becoming increasingly fierce and the level of development of the industry is uneven.Against this background,it has become an urgent need for Adult Education Company A to optimise its current service marketing strategy based on the fundamental needs of its target customers and the theory of service marketing.This paper takes A adult education company as the research object.Firstly,by reviewing relevant literature,we analyse the internal environment,macro environment and competitive environment faced by A adult education company;secondly,we take the users who attend A adult education company’s training as the survey object,and conduct survey research from four aspects,such as user information,user experience,user demand and user satisfaction,etc.,and combine the survey data with data research and analysis,to arrive at the current situation of the company.Based on the 7Ps service marketing theory,the current marketing situation and problems of Adult Education Company A are analysed from seven aspects.Finally,the following suggestions are made to optimise the marketing strategy of adult education company A’s courses and services: product strategy,i.e.strengthening the construction of teachers,digitalisation and intelligence of products,and continuously improving the quality of course products.Channel strategy,i.e.combining online and offline(OMO),with online quality courses as the main position,and localised and refined marketing in offline channels.Promotion strategy,increase digital marketing,target accurate customers,improve customer acquisition efficiency and reduce customer acquisition costs.Service staff strategy,improve staff training and service attitude training,improve the training and management of the team to ensure the healthy development of the company.