| At present,educational informatization entered in 2.0 age,in order to promote coalescing IT and teaching,instructing transformation,rebuilding educational environment,it’s obvious to know educational informatization service has a sizable influence on this field.As a new industry,it performs an necessary function in our society and economy.Y company is one of the earliest companies which provide educational informatization service.It has good influence in this field and occupied some market shares.Under the guidance of the basic policy that is "government guidance,corporation participation,school application,and service drive",different kinds of educational informatization service companies came into existence,the competition is fierce.How to cooperate with demanders successfully in the technique of instructional informatization and attaining long-term improvement in fierce opposition with virous brands.In order to become the leader in this field,it has to optimize present marketing strategy system.This paper researches the theory of Y company’s educational informatization.Firstly,researching documents of educational informatization service and service marketing,to get basic theory of educational informatization and service marketing from the researched consequences,for setting up the framework of this paper.Secondly,evaluation Y company’s present day scenario of instructional informatization and offerings.Taking service marketing theory as research framework,with experience in this field,to analysis the current operating situation,service methods and competition of Y company’s educational informatization service in details.And raising existing problems.Thirdly,according to interview and questionnaire,surveying service acceptors and service providers to find reasons of existing problems.Lastly,providing Y company’s educational informatization service marketing’s optimized strategies from customers’ demand,cost,convenience,communication and so forth.And to ensure the strategies to be carried out efficaciously.From Y company and schools’ perspective,this paper researches current situation and existed problems between Y company’s educational informatization service projects and primary and secondary schools,finding out reasons of these problems,in order to make a precise service marketing strategies,and help Y company obtain advantages in the fierce competition of this field,giving useful suggestions for the same industry at the same time. |
