Research On Service Marketing Strategy Optimization Of A International Education Group In The Post-epidemic Era

In the context of the continuous development of economic globalization,overseas study craze is emerging in many countries,and the trend of internationalization of education and teaching is becoming more and more obvious.However,the COVID-19 outbreak in early 2020 has had a great negative impact on all sectors of society,especially on overseas universities and educational institutions that are highly dependent on international students.Obstacles and uncertainties in international educational exchanges and cooperation have proliferated.Due to entry and exit policies and travel restrictions,many international students are unable to study in overseas universities.Overseas universities and educational institutions are facing great enrollment pressure,namely,student source crisis.The decline of the number of students in educational institutions has a direct impact on their earnings and subsequent healthy development.Therefore,focusing on the competition of students has become the key for overseas colleges and educational institutions to formulate marketing strategies.Taking A International Education Group as a specific case,this paper mainly studies its service marketing strategy in the post-epidemic era.Combining service marketing theory with international education service theory can enrich the case base of current education service marketing research,which has certain theoretical significance.In this paper,STP theory is first used to analyze the current situation of service marketing of A International Education Group under the dual pressure of macro environment and competitive environment,and 7Ps theory is used to analyze the problems existing in the process of service marketing of A International Education Group that will affect its enrollment situation and future development.Finally,based on the knowledge learned,this paper provides A specific optimization plan for the service marketing strategy of A International Education Group in the post-epidemic era,and puts forward a series of safeguard measures to improve the international competitiveness of A international Education Group in the industry and promote the healthy development of the group.Through the research,this paper draws the following conclusions: First,there is room for improvement in product,price,channel,promotion,personnel and visible display service marketing strategies of A International Education Group;Second,the root cause of the marketing strategy problems of A International Education Group lies in the long project research and development cycle,insufficient channel development,poor teamwork ability,tedious service process and lack of tangible display.Third,A international education Group can optimize its service marketing strategy from the aspects of analyzing market demand,providing value-added services,broadening information channels,enhancing employee incentive mechanism and strengthening tangible display.Fourth,Group A can provide basic guarantee for the optimization plan of its service marketing strategy by strengthening the guarantee of organizational system,strengthening the guarantee of human resources and improving the guarantee of customer resources.These research conclusions can not only promote the competitiveness of A international education group,but also bring certain inspiration for the development of China’s higher education and training institutions,and have certain practical significance.