Research On Service Marketing Strategy Optimization Of Non-degree Education Institutions In A University

China’s economy has experienced a stage of rapid growth and is currently transitioning to a stage of high-quality development.As the cornerstone of social progress,education will also enter a stage of high-quality development.In China’s talent training system,in addition to academic education,non-degree education also plays a very important role.Non-degree educational institutions have developed rapidly in recent years,especially many famous colleges and universities have also set up non-degree educational institutions(school-running institutions with an enterprise nature),but after investigation,it is found that most of the non-degree educational institutions in colleges and universities have traditional and effective marketing methods poor,and can not really stimulate the public’s interest in non-degree education.This thesis selects JX College,a non-degree education institution of A University,as the research object.As a platform for A University to serve the society,JX College is one of the earliest non-degree continuing education institutions among Chinese universities.Relying on the reputation of A University in China,JX College has attracted a large number of students to participate in non-degree education in University A.In recent years,China’s policies to encourage non-degree education to run schools,more and more colleges and universities and training enterprises to join the non-degree education industry,the industry competition is fierce.The focus of this thesis is to analyze and optimize the marketing work of JX College by sorting out the current marketing status of non-academic education in JX College of A University,combining service marketing theory and education marketing related research.First of all,investigate the status quo of the non-degree continuing education industry,use PEST and Porter’s five forces model to analyze the macro environment and competitive environment of the industry,and determine the competitiveness and common problems of non-degree education institutions in the industry.Secondly,according to the existing problems in the industry,the relevant workers of JX College were interviewed and investigated to find out the marketing pain points,and then the basic information,satisfaction and demand of existing customers were collected by questionnaire survey method,and the questionnaire survey data were analyzed.Then,The interview survey and questionnaire survey were compared and sorted out to find out the marketing problems of JX College.Based on the industry environment and the current situation of JX College,the causes of the marketing problems of JX College were analyzed.Finally,based on the 7Ps theory,the marketing strategy of JX College’s non-degree education is optimized,and reasonable and effective measures are planned.The purpose of this thesis is to guide and help JX College to solve the difficulties and problems encountered in its marketing process from a scientific point of view through the investigation and analysis of the non-degree education service marketing of JX College of A University,using the method of combining theory with practice.The research in this thesis can also provide a reference for other similar institutions to carry out non-degree education marketing work,in order to contribute to non-degree education marketing research.