Research On Service Marketing Tactics Optimization Of Beijing Z Kindergarten

Since the Opinions of the Central Committee of the Communist Party of China and the State Council on the Deepening Reform and Standardized Development of Preschool Education was put forward in 2018,the coverage rate of nonprofit inclusive kindergartens has increased year by year.In 2020,the coverage rate of inclusive kindergartens in China reached 84.74%,and the number of children in kindergartens reached 40.83 million.As the fertility rate declines and the demographic dividend disappears,the competitive environment for for-profit private kindergartens becomes increasingly fierce.According to the previous relevant literature,scholars’ research on kindergarten development mostly stays at the policy level,rarely introducing the concept of marketing,and lacking research results related to kindergarten marketing.Beijing Z Kindergarten is a very representative mid-to high-end chain private kindergarten that was once well recognized and loved by consumers.However under the new pattern of the current kindergarten industry,Z kindergarten has experienced enrollment difficulties and vacancies in the past two years,and its marketing is a very important and urgent issue to be studied.This study uses the methods of literature research,questionnaire and interview..In the research process,the relevant literature such as service marketing,7Ps and kindergarten marketing were collected and sorted out;the questionnaire was compiled from seven dimensions according to the 7Ps theory,634 questionnaires were collected from kindergarten parents;in-depth interviews were conducted through on-site and WeChat calls with 16 kindergarten related personnel,on issues related to kindergarten service marketing.Through the collection and analysis of the data,it is found that there are some problems in Z kindergarten,such as the gap between product portfolio and consumer demand,unreasonable price positioning and charging methods,insufficient channel development,single promotion means,lack of talent reserve in various departments,insufficient physical display,lack of flexibility and necessary service links in service process,etc.In view of its existing problems,the thesis mainly analyzes the causes from three aspects of "organizational structure","human resources","capital investment" and "corporate culture",and comes to the conclusion that the organizational structure of Z kindergarten is not reasonable,the function of human department is weak,the investment of marketing capital is insufficient,and the attention of corporate culture is not enough.Finally,STP is used to segment the kindergarten market,target market selection and market positioning,and seven suggestions are put forward to address the problems in Z kindergarten’s service marketing strategy:(1)to provide diversified product mix,strengthen the research and development of featured courses and improve the quality of additional products;(2)develop the pricing strategy to improve service value perception and differentiation;(3)expand service channels and multiple marketing channels online and offline to attract potential customers;(4)form a promotion strategy combining price promotion and non-price promotion;(5)develop the strategy for cultivating talents with high quality and service consciousness;(6)formulate the strategy to give customers adequate tangible display in terms of service environment,teaching quality and course experience;(7)pay attention to the service process strategy of the combination of standardization and personalization and customer participation.And specific guarantee measures to ensure the effective implementation of service marketing strategy are proposed from four aspects:organization,human resources,capital and culture.