Research On Optimization Of Service Marketing Strategy Of Kunming A English Education And Training School

With the increasingly frequent exchanges between countries,English has become the world’s lingua franca,playing an increasingly important role in business negotiations at home and abroad,studying abroad,working abroad and other fields,and is valued by more and more Chinese people.At the same time,the country since the implementation of new curriculum reform,high school,colleges and universities set up English courses,English courses within the scope of our country has carried on the comprehensive,rapid popularization,the people’s enthusiasm for learning English is increasing day by day,at the same time,parents also increasingly pay attention to their children’s English education,thus formed a large adult English teaching training market.At the same time,because China’s current English education of nine-year compulsory education has already can’t adapt to more primary and secondary school and family education to the needs of the development of adult English learning training market,coupled with the national government has enacted many laws and regulations to encourage and guide private English learning development and expansion of training institutions,which leads to China’s English training industry rapidly development,and at the same time with a better market development trend.Therefore,with more private investment and foreign higher education and training institutions entering China’s adult education and training market,the number of English learning and training institutions has surged and the competition in the industry is very fierce,which also puts forward higher requirements on the marketing and management level of English learning and training institutions.As one of the many English training schools in Kunming,A English Education and Training School has been Good business performance has been achieved in the recent development.However,with the intensification of various competitions in the education and training industry,the training organization has gradually generated some problems during its operation,which has caused great difficulties in the development of its main business.Under this circumstance,the author pays attention to carry out detailed research focusing on A English training company service marketing strategy.First,analyze its specific macro environment,internal environment analysis,industry competitiveness analysis,student and parent needs and satisfaction survey analysis,and service marketing SWOT analysis,and get the appropriate A English training company in the service marketing process.The development strategy to continuously improve the service level and increase the satisfaction of trainees.Secondly,it conducts a thorough investigation of the basic operation of A English training company by actually issuing questionnaires,and clarifies the specific problems that arise in the specific operation process.Finally,combined with the analysis of A English training company’s internal and external market service marketing environment.On this basis,the 7Ps theory was used to formulate the school’s marketing strategy,and implementation safeguard measures were proposed from the aspects of technology,capital,and human resources to ensure the smooth implementation and operation of the optimized strategy.In a sense,the research results obtained in this article have a certain effect on the specific operation of A English training company,and are of very important practical significance in helping it effectively improve the level of market service marketing management and enhance the competitiveness of the industry.In addition,the research results obtained through this article also hope to provide a certain reference value for other training schools in the Chinese market to improve their service marketing strategies.