Research On Service Marketing Of Sichuan A Public Service Examination Education And Training Company

Nowadays the issue of employment has become one of the people's livelihood issues that central and local governments have paid great attention to.Influenced by traditional mode of thinking,people is more likely to be keen on entering politics which is regarded as an "iron rice bowl".Therefore,in recent years,national and local civil servant recruitment examination registration continued to increase and job competition became more and more severe.The demand of job hunters stimulate the industrial chain that created a number of civil service examination training institutions.Those job hunters aim to improve their test ability and achieve their professional goals in a short period of time.Sichuan A Civil Servant Examination Education Training Company(hereinafter referred to as: A company)which was founded in 1999 mainly provides training for civil servants 'recruitment and public institutions' recruitment.Although increasing of the number of participants and the scale of revenue bring impressive economic benefits,the entire market competition is gradually increasing too.Because the company's own service marketing has not kept up with the rapid pace of industrial development,there are still many problems.It is necessary to examine its own problems and optimize and innovate the strategy of new enterprise with the concept of modern service marketing.Using the service marketing problem of A Civil Servant Examination Education Training Company as research object,and management theory knowledge such as marketing and service marketing as support,this article aims to probe into the service marketing in civil servant examination training industry and come up with a series of solutions to provide scientific basis for the long-term development of the enterprise.Questionnaires are used to investigates the trainees being recruited by Company A.Their satisfaction on those issues such as A company's price setting,curriculum setting,consultant's business and attitude,the efficiency and attitude of acting teachers,teaching methods of teachers was investigated to sum up the current existing problems of A company and to provide basis for future solutions.At the same time,through PEST analysis from political,economic,social,and technical aspects,its macro environment problems was analyzed.Then through SWOT analysis,theunderstood.Through macro and micro comprehensive analysis,we have explored the advantages and disadvantages that are conducive to the long-term development of the company.Then we subdivided the market and formulated a 7P strategies including of products,prices,channels,promotions,personnel management,tangible display and process management.We insist the concept of "student first,service first",cater to the development trend of the market,optimize the strategic management of the company,improve students' satisfaction,and improve our brand influence.