Research On Service Marketing Strategy Of Teenager Programming Training Business Of Changguang Engineer Training Center LTD.

Encouraged by national policies and large amount of investment,the teenage programming training market presents a fierce competitive situation.However,due to the disorderly expansion of capital and the lack of industry standards,the products and services in the industry are of varying quality.The teenage programming training business of Changguang Engineer Training Center,formerly known as the artificial intelligence and software engineer training business,is a digital training business for primary and secondary school students developed on the basis of vocational education and training business.Since its inception,the Center embraced smooth business development and its market performance is in line with expectations.However,with the intensification of market competition,Changguang Engineer Training Center failed to make breakthrough and its leading strengths gradually disappeared.The following problems in marketing gradually appeared: Lack of target market positioning,weak product differentiation,poor service process and defects in tangible display.These problems have impaired the orderly and healthy development of the business.Simply strengthening product research and development and publicity investment can no longer bring obvious improvement to the marketing of enterprises.Therefore,it is the best time to help enterprises identify marketing problems,analyze marketing environment and formulate marketing strategies.This paper selected the period from the end of 2019 to the end of 2020.Aiming at the above marketing problems of teenage programming training business,this paper analyzed the macro marketing environment,and identified the policy support opportunities in the era of artificial intelligence for the teenage programming training industry,the industry development opportunities brought about by economic development and a culture that attaches importance to education,opportunities for all-round development of online training,and opportunities for advances in information technology to promote the training industry to enter the fast lane.After analyzing the micro-marketing environment,it is found that Changguang Engineer Training Center boasts certain advantages in terms of teachers,technological leadership,background,existing customer base and word of mouth.Using SWOT analysis model,this paper chose SO strategy for enterprises,made full use of external opportunities and internal advantages,subdivided the market and gave up the original online training business in prefecture-level cities,took children of middle-income families in large cities as the target customers,defined the market positioning and adopted 7P theory to formulate the service marketing mix strategy.In order to ensure the implementation of the strategy,this paper put forward the guarantee scheme in terms of system,manpower,financial resources and material resources.Studies have found that enterprises should subdivide the market according to relevant factors,select the suitable target market,and finally determine their own positioning so as to solve the problem of lack of marketing strategy.For products that lack characteristics,differentiated product strategies should be formulated from the perspective of customer loyalty in terms of increasing transfer obstacles,enhancing quality perception and establishing connections.For problems of price confusion and lack of standards in the market,the pricing strategy should be developed according to target customers' understanding of product value,the “over-value pricing” method and the “target customer pricing” method.For the problem of inaccurate channel communication,it is necessary to set up a channel information transmission model of enterprises based on the “5W” model,and then formulate the channel strategy.In light of the user selection process,the promotion strategy should be designed based on SIPS model.In terms of personnel,the theory of “service triangle” is applied to solve the internal marketing problems,and the personnel strategy is formulated.In view of the imperfect service process,the process strategy should be introduced based on the service blueprint.In view of the defects of tangible display,tangible display strategies should be developed according to the framework of environment and user relationship.This paper intended to improve the customer satisfaction and customer loyalty of the teenage programming training business of Changguang Engineer Training Center through the implementation of various marketing strategies,and then realize the strategic objectives.