Research On The Optimization Strategy Of Service Marketing For Teaching Chinese To Speakers Of Other Language Of LD Company

With the improvement of China’s comprehensive strength in the world,its influence on the international stage has become more and more powerful.China’s cooperation with other countries in cultural exchanges,infrastructure construction,economy and trade has become closer.As a carrier of communication,Chinese has played an important role in promoting cooperation and exchange among countries in international exchanges.Therefore,more and more foreigners begin to learn Chinese.According to statistics,about 400000 foreigners study Chinese in China every year.By the end of 2020,more than 70 countries in the world have incorporated Chinese into the national education system.Chinese is becoming a popular language in the world.The market demand of Chinese international education is gradually huge,and more and more institutions are engaged in Chinese international education.This thesis combines the service marketing theory with Chinese international education,and proposes the optimization research of service marketing strategy of Chinese international education institutions.The thesis takes LD Chinese International Teaching Company as the research object,which is a company specialized in providing Chinese training for foreigners.The company was established in Shenzhen with early start,large scale and strong teachers.But in recent years,due to the increase of industry entrants and the increase of competition intensity,the original marketing strategy of the company has not kept pace with the times,and the market share has been gradually occupied.The number of enrollment has shown a downward trend in the past six years.Based on STP theory and7 PS service marketing theory,this paper describes the service marketing status of LD Chinese international education company in detail.The questionnaire survey method is used to investigate and analyze the current situation of the company’s service marketing and the needs of the students,find out the existing problems,and conduct a comprehensive induction,analysis and summary of the problems.It is found that in the process of service marketing,there are problems such as insufficient customer demand mining,single marketing method,course type,class time and class mode are not flexible enough.Using pest and Porter’s five forces model,this paper analyzes the current Chinese international education market from three aspects: macro,meso and micro,and puts forward specific and targeted service marketing optimization strategies in combination with the problems and reasons,and finally puts forward the implementation process and guarantee measures for the optimization strategies,Through the comprehensive optimization of courses,prices,promotions,channel expansion,personnel,service process,physical display and other dimensions,the paper puts forward specific and implementable service marketing combination optimization strategies,which play a positive role in the sustainable development of the company.Based on the 7PS theoretical framework,this thesis describes the present situation,finds problems,analyzes the reasons,and then puts forward the research conclusions of optimization strategies.At the same time,it has practical guiding significance for LD Chinese international education company in service marketing and provides certain reference value for peers in service marketing.