Research On Service Marketing Strategy Of ZB International Financial Certificate Training Company

In recent years,due to the rapid economic development,enterprises’ demand and standards for high-end financial talents are improving;People in the field of finance and economics should improve and improve their professionalism to improve their competitiveness,and be more willing to invest in the improvement of professional skills,so as to build their core competitiveness.With the vigorous development of education market,the industry competition is becoming increasingly fierce.Although the business scope of ZB International Financial Certificate Training Company has been expanding in recent years,due to the fierce competition in the industry has also brought great pressure to ZB company,it is difficult to expand and maintain the existing market by relying on the traditional marketing mode,which can not meet the needs of customers.Faced with such a situation,it is necessary to find the right service marketing strategy and measures to obtain a larger market share.This paper takes ZB International Financial certificate as an example,firstly reviews the relevant theories and characteristics of service marketing,analyzes the macro environment faced by the company with PEST theory,analyzes the industry competition faced by the company with Porter’s Five Forces model,and analyzes the service marketing situation of the company through literature analysis and case analysis.At the same time,7P theory is used to analyze the current situation and main problems of ZB company’s service marketing in terms of product,price,channel,promotion,personnel management,tangible display and service process,and put forward targeted solutions and guarantee measures.This paper puts forward a more optimized service marketing strategy for ZB International Financial certificate Training Company,which can bring more perfect and exquisite experience to the students,parents and intended customers of the company,and make the service marketing system more sound,which is conducive to the company’s long-term development and stronger competitive strength.At the same time,it can also bring some reference ideas and value to other training companies’ service marketing management.