The Research On Service Marketing Optimization Of Company Y’s "Media + Education" Platform

In recent years,the state constantly advocates strengthening youth quality education,and more and more parents have begun to attach importance to youth quality education.The rising income level makes it possible for people to invest more in their children’s quality education,which creates a larger market for quality education institutions or platforms.In a short period of time,quality education platforms around the country have grown rapidly,which has brought about intensifying market competition,thus many of them began to get themselves in trouble because they cannot cope with the fierce competition in the market.The reason mainly includes the high degree of product homogeneity on one hand and on the other hand the unstable course renewal rates due to the fact that their marketing strategies are not able to adapt to the changing market.The "media + education" operating model of YH’s Little Reporter platform organically combines education and media,using the media platform as a training platform for young people’s comprehensive development,and as a publicity platform as well.Nowadays online education institutions are about grabbing market share of quality education and Internet marketing thinking has been rapidly put into practice,which has impacted the existing marketing model of the YH Little Reporter platform.In this fierce market competition,how to update the marketing strategy and enhance the competitiveness is a specific problem facing the YH reporter platform.This article selects the YH little reporter platform as the research object,based on 7Ps service marketing theory,marketing environment theory and other theoretical foundations,and conducts research through literature analysis,questionnaire survey and analysis statistics.The first part of this article summarizes the growth history,service characteristics and status of service marketing of the YH little reporter platform,and discusses the problems and causes of the service marketing of the "media + education" platform.The main problems of YH reporter’s platform marketing are: First,there are few types of products and the homogenization is more serious;second,the price competition is fierce;third,the influence of promotion is insufficient;fourth,the management of the marketing process is insufficient,and fifth is the lack of talent team building Sixth,the tangible display technology is backward.The second part uses the PEST analysis method to analyze the macro environment of the YH little reporter platform,and uses the Porter five-force model to explore the industry environment in which the YH little reporter platform is located.Based on 7Ps marketing theory,the third part discusses the optimization measures of service marketing strategies that meet the needs of the development of the YH little reporter platform.I believe that the YH little reporter platform can take the following measures to optimize the service marketing strategy: one is to create a fist combination product,the second is to establish a reasonable marketing price system,the third is to establish a diversified marketing channel and promotion methods as well,and the fourth is to establish a diversified promotional system,The fifth is to strengthen the construction of talent team and customer management.The sixth is to implement the process management combining standardization and personalization.The fourth part puts forward the guarantee measures for the smooth implementation of the YH little reporter platform service marketing strategy: one is to establish a platform operation database,the other is to do a good job in the top-level creative layout,the third is to improve the technical guarantee system,and the fourth is to introduce strategic investors.