Research On Marketing Strategy Of Y Education Company

With the development of China’s economy,the contact between China and the international community is more and more frequent.This trend leads more and more people to send their children abroad for training.Those who work abroad should also learn to speak fluent English to meet the needs of life and work.Therefore,the demand for English training is increasing.In this case,the demand for English training is gradually increasing.Due to its high rate of return and low threshold,English education industry has attracted more and more institutions to take a share in this industry.English training and education institutions have sprung up.However,due to the lack of market supervision mechanism,the development of the whole industry has been questioned.How to improve the training quality of English training institutions in customer service is of great significance to the development of the whole English industry.In the late 1980s,marketing experts booms and Bitner added three variables of "personnel","tangible display" and "service process" on the basis of traditional 4P theory,forming a service marketing theory,namely "7Ps theory".However,services are not only provided in the service industry,but also belong to the tertiary industry in education,consulting,banking and other service industries.Therefore,service marketing means serving all industries,not specific industries.With the actual situation of Y training and education company service marketing,this paper finally formulated an effective service marketing strategy.Through the analysis,the following strategies are obtained:(1)in the choice of marketing strategy,y training and education company should develop a diversified curriculum system,namely offline general English course,on the basis of existing superior products,to meet the diversified training needs of customers(2)Positioning high-end customer groups,giving full play to the advantages of high-end hardware and software supporting facilities of the company’s headquarters,the professional advantages of the teaching team and the service skills of the service team,targeting high-income groups to improve the precision marketing ability(3)In terms of service marketing strategy optimization,first,product strategy,increase the sales proportion of online courses,and recruit new overseas examination training teachers;The second is the pricing strategy to improve the current offline general curriculum pricing system;Third,channel strategy,increase investment and development of Internet channels,and strengthen in-depth cooperation with regional partners;Fourth,promotion strategy,training professional and stable marketing talent team;Fifth,talent strategy,increase the frequency of staff training,strengthen internal marketing;Six,we should design a visual display strategy,design and train outstanding student stars,and increase the reading materials in English magazines,open the We Chat official account and micro-blog homepage,and improve the quality of auditions.The seventh is the process strategy,which optimizes the consultation reception process and order cancellation process,and optimizes the design of minor courses.By improving the service marketing strategy,we can formulate the marketing strategy according to the needs of individuals and customers,adjust the organizational structure of the internal market,and provide support for the reform and improvement of the service marketing strategy.