Research On Service Marketing Strategy Of YN Art Education Company

With the continuous improvement of people’s living standard,people have higher and higher pursuit for art.Art learning is no longer limited to hobbies alone,people are pursuing a higher level and professional skills are beginning to rise.Art education is open to all levels from early childhood to adult stages,opening up diversified development.In order to adapt to the development of the industry,art education companies must improve their service marketing capabilities,and it is especially important to explore and research service marketing strategies that meet their own development needs.This paper systematically reviews the relevant research literature in China and abroad,and on the basis of the theoretical results of previous studies,YN Art Education Company is selected as the research object for field research,explains the development history of YN Art Education Company,and analyzes and summarizes the current situation of the company’s service marketing using service marketing and other related theories.The company’s macro environment and industry environment were discussed,and the company’s strengths and weaknesses were evaluated through SWOT analysis,and the opportunities and threats faced by the company were judged.On this basis,the questionnaire survey collected first-hand data on the basic situation of the company’s audience and service satisfaction,and identified the current problems such as the company’s lack of focus in the selection of target markets and the lack of highlighting of core competitiveness.Through the perspective of 7P strategy of service marketing,it is pointed out that the differences of the company’s teaching products and services are small,the customer attraction of promotional activities is not enough,the marketing power of single marketing channel is weak,and the process management has a type of display customer satisfaction is not enough and other areas to be strengthened.Through systematic internal and external environment analysis,field observations,interviews with practitioners and questionnaires,combined with the current situation of YN Art Education’s service marketing and the company’s business characteristics,in order to promote the healthy and high-quality development of the company,the current service marketing strategy for the company’s problems,more systematically put forward the corresponding service marketing strategy to improve the program: clearing target market selection focus,highlighting the core competitiveness.7P service marketing strategy improvement plan: enrich and improve the content of service products,optimize the price system and innovative promotion methods,expand marketing channels to strengthen personnel management,strengthen the process management and tangible display.Based on the problems of YN Art Education Company’s current service marketing strategy,this paper proposes a set of corresponding service marketing strategy improvement plan from a theoretical perspective,which is a certain supplement and extension to the existing theoretical research.The service marketing strategy optimized for YN art education company will not only help to improve YN art education company’s industry competitiveness,but also have certain reference significance for the innovative development of other marketing in the same industry.