Research On Service Marketing Strategy Of Q Company

In recent years,due to the impact of the economic environment,the number of college graduates in 2019 will set a record high,and college graduates are facing the most difficult employment season.At the end of 2018,the new law on civil servants was revised to further improve and implement the welfare and benefits of grassroots civil servants,and clearly shorten the promotion time of grassroots civil servants.Due to the relatively stable work and perfect welfare and benefits,civil servants have become a major choice for college students in employment.Hunan civil servant training market has many institutions with fierce competition,but with the high turnover rate of large chain training institutions,the continuous decline of teachers,the trend of bad reputation,hunan civil servant training industry is facing a reshuffle.This is both an opportunity and a challenge for small and medium-sized training institutions.This paper mainly takes the QC public examination training institution as the research object,analyzes the internal and external environment of Q company and the existing problems of Q company,and then develops the appropriate service marketing plan,aiming at improving its core competitiveness in the local market.Firstly,it analyzes the internal and external environment of Q company with PEST,porter's five forces model and SWOT to understand its competition strength and its own problems.Secondly,STP strategy is used to locate the market target of Q company,so as to select the target market suitable for Q company's operation.Finally,according to the existing problems of Q company,the marketing plan is optimized from the perspective of service marketing 7P theory.