G Company Service Marketing Strategy Research

In dual driven by market and policy,the domestic emerged a large number of professional education enterprise at present,however,with increasing the level of national economy,consumers demand for education is more and more personalized and diversified,requirements also more and more high,the traditional vocational education training institutions without reform,it will be hard to adapt to the change of modern education market.Founded in 2011,G Company takes training and examination for public office as its main business.The enterprise has been established for 10 years and has accumulated a solid customer base.However,as a medium-sized training institution,its brand influence is still unable to compete with the same industry oligopoly.Especially in the increasingly fierce competition in the public examination training market,it is obviously not feasible to rely only on the original customer resources.With the rapid rise of online education in recent years,customer liquidity in the market has become increasingly large.In this market environment,how to attract and retain customers and make brand effect will become the primary problem for vocational education enterprises to solve.At present,the current marketing strategy of G Company cannot meet the actual needs of consumers.The main conclusions of this paper are as follows: First,there are problems such as unobvious product differences,excessively general charging standards,single marketing direction,insignificant promotion methods,serious loss of personnel,optimization of service process,and inconspicuous tangible display in the marketing strategy of G company.The second is that G company should adopt the following optimization suggestions.Between market segmentation and market search,it is assumed that college graduates are the first target market,and the market is positioned as a market for mid-to-high-end public examination learning institutions,focusing on research on civil servants and public positions,as well as recruiting teachers and teachers.Researchers,and use the "offline main + online assistance" model to increase market share.In terms of product strategy,proposed product differentiation design and optimized industrial form.In terms of service quality,it is proposed to increase services such as registration guidance,pre-test psychological counseling,and employment guidance.In terms of pricing strategies,differentiated pricing for offline courses and flexible pricing for online courses are proposed.In terms of channel strategy,according to the priority of the re-segmented target market,channel sinking and coverage of colleges and departments will be carried out at the same time to seize market share in colleges and universities.In terms of sales promotion strategy,according to the different characteristics of the written examination class and the interview class,a more precise promotion strategy was formulated.In terms of service process strategy,promise to implement forward-looking measures and continue to strengthen the management of the learning process.In terms of acceptable display strategies,it is proposed to carefully build the company’s service environment,professionally design and produce promotional materials,and use network tangible display methods to unify the company’s service personnel.