Research On The Service Marketing Strategy Of The Project Of Upgrade From Junior College Student To University Student Of T Company

In recent years,with the transition of the domestic economy,the impact of the novel coronavirus epidemic and the changes in the international situation,the economic growth has slowed down significantly,and the employment pressure of college graduates has been increasing.A considerable number of college students have begun to pursue undergraduate education in order to enhance their competitiveness.Faced with the increasingly fierce competition for higher education,many students choose to sign up for training courses.Attracted by the huge market potential,major training institutions emerge at the historic moment.T Company has been engaged in the national recruitment and upgrading industry for many years.Under the general background,it can not help but be seriously affected by fierce competition,and its service marketing strategy is no longer applicable under this background.By applying the 7Ps theory of service marketing,combining Porter’s five Forces model,SWOT analysis method and STP theory,this paper analyzes the competitive environment,profitability and internal advantages and disadvantages of T Company’s upgrading project,and combines the data information of questionnaire survey and field interview.The research found that the upgrading project of T company has some problems in the service process,such as product failure to meet various needs,high pricing,insufficient channel expansion ability,rigid promotion methods,urgent improvement of service personnel quality,inadequate tangible display and lack of service process.In view of this,this paper takes the theory as the guidance,puts forward the corresponding countermeasures,such as adjusting the product setting,increasing the product classification,strengthening the teaching and training;Differentiated pricing,differentiated pricing according to teacher courses,pricing according to service standards;Two-way channel development,flexible adjustment of channel mode,strengthening the construction of we-media channels;Optimize advertising and holiday promotion,turn the introduction product into a process,pay attention to the maintenance of online reputation;Strengthen team building,personnel management,teachers construction;Physical display optimization;Service process optimization.At the same time,in order to ensure the smooth implementation of the optimization strategy,it is supplemented by some safeguard measures,such as improving the organization construction,strengthening the system guarantee,strengthening the technology guarantee and strengthening the fund guarantee.The research on the service marketing strategy of the upgrading project of T Company in this paper,on the one hand,can help T company to set a scientifically fit service strategy;on the other hand,it can also provide certain enlightenment and ideas for other educational institutions in the same industry.