Research On Service Marketing Strategy Of Vocational Training Project Of Da Ding Education Company

In recent decades,the development of the market economy in China enhances the enterprises requirements for the skills of talents,which provide a huge market demand for the development of the vocational training industry.To face the increasingly market competition,the top priority things for the education institutions in the vocational industry are the suitable market service marketing strategy.Therein,the Dading education company has developed form the initial small training institution to a big company with 100 employees since 2006.With the continuous development of the company,a good service marketing strategy becomes a key to help Dading to stand out in the vast vocational training market.Hence,with the Dading education company as the subject,the study analyzes the environment of the Dading's vocational training service marketing,and explains the present situation and shortcomings in service marketing strategy of Dading.Based on the analysis,the study focuses on proposing the specific improvement and the ensured measures of the service marketing strategy.The results of the study are as follows:On one hand,the study analyzes not only the current situation the future developing trend in the vocational training industry,but also the macro environment,competitors and the requirements of target customers.The results indicated that the market requirements for vocational training grow significantly,and the market capacity at a high level.However,enterprises in this market lack creatives.The vocational training products are not able to be transmitted to the terminal students as soon as quickly.Therefore,the education industry will focus on rationally and systematically developing the time efficiency courses and the team learning mode in future.On the other hand,based on the STP strategy,the middle and low-income people and lower than secondary education in Jin Jing ji areas are confirmed the target markets,through market segmentation,target market selection and market positioning of the company.The study also positioned the three products of Dading's accounting qualification,fire protection engineer and architect certificate in the market.In addition,the present situations of Dading's service marketing strategy are analyzed by applying the 7Ps service marketing strategy.According to the Services Flower theory,the study explores the Dading's central produce and additional services,and draws the blueprint of Dading's service process by using the analysis of service blueprint.In the meantime,the primal problems of the Dading's vocational training projects include the poor match with the target market,the single and weak system unable to meet the requirements of students,weak building of the channels and inadequate strength in project promotion,so the company's service strategy can not satisfy the target groups.In conclusion,the marketing strategy of Dading educational company vocational training service project should be improved as followed: firstly,the company should deeply excavate the existing businesses and properly handle the market segmenting work.The level of students' education background,geographical location of the target market,students' income are should be thoroughly analyzed.secondly,a more flexible pricing system need to be designed aiming at each of the subdivided training programs.The setting of courses should be highlighted the differentiated and personalized designs.The development and design of the courses are introduced personalized requirements of students.The terms of promotion strategy will focus on the more market-oriented in the design of channel strategy and emphasizing the brand.finally,by continuous optimization of the company's management system and organizational structure to promote the sustainable development of Dading's vocational training program,the ultimate goal of enhancing the operational benefits of training institutions are able to be realized,which can provide the reference to this industry.