Research On Marketing Strategy Optimization Of A Psychological Services Company

According to the statistical report released by the World Health Organization in 2021,the COVID-19 outbreak has caused unprecedented harm to global mental health.Thus,The incidence of anxiety,depression,post-traumatic stress disorder,psychological stress and distress in the general population has showed an exponential upward trend.In fact,with more than 700,000 suicide deaths due to depression globally since 2019,mental health issues are looming.In the context of the global COVID-19 epidemic and the digital age,the psychological service industry has achieved faster development.In particular,online psychological counseling services on the Internet are facing more personalized and diversified demands on products and services,and the market has great potential for growth.This paper takes marketing management as the overall research orientation,and makes an in-depth analysis of the marketing status,existing marketing problems and reasons of the "Internet + Psychology" online service projects,and lastly proposes targeted marketing strategy optimization suggestions.First of all,this paper takes A psychological service company as the research object,and adopts the literature research method to classify and summarize the related cutting-edge academic achievements of the domestic and foreign psychological industry,which would provide a strong theoretical support for the proposal of this research problem.Secondly,when conducting research on A psychological service company,SIVA marketing theory is used as the core one,and the full-link marketing and customer perceived value theory as supplements.Through using STP analysis,PESTEL,Porter’s five forces model,it can be available to understand the current operating status of the internal&external environment of Company A.And by using the in-depth interviews and questionnaires,the problems existing in the marketing strategy of A psychological service company would be found out,so the reasons behind the problems could be analyzed.Finally,based on the comprehensive application of SIVA marketing theory and other auxiliary theories,it provides marketing optimization suggestions in four dimensions for the optimization of the marketing strategy of A psychological service company:solution-diversification,information-optimization,value-enhancement and access-integration strategies,and yet proposes practical strategies as well as feasible implementation plans and safeguard recommendations.It is expected that through the research,it can help A psychological service company to improve its C-end user growth,revenue performance and brand image,and also provide a reference for the marketing optimization of other companies in the psychological industry,so as to promote the development of the entire psychological industry.