Research On Service Marketing Strategy Of Yanshang Self-Study Room Project Of Jilin Yantu Education Co.,Ltd.

In recent years,as the number of graduates from higher education has increased year by year,the employment situation has become increasingly severe under the influence of the overall environment,and the requirements of recruitment enterprises on the comprehensive quality of job seekers have continuously improved.Many students and professionals have generated employment anxiety and workplace anxiety,which has promoted the development of the self-learning room market.This article takes the Yanshang Self-study Room of Jilin Yantu Education Co.,Ltd.as the research object,using case study,observation,literature research,STP theory,and service marketing theory to analyze the current marketing situation and existing problems of the postgraduate self-study room under the background of rapid development of the industry,and develop marketing strategies for the postgraduate self-study room.Firstly,this article introduces the basic business overview of the Yanshang Self-study Room,and details the product status,price status,channel status,promotion status,personnel status,process status,and tangible display status.Based on the comparative observation of the current situation and similar products in the market,the marketing problems faced by the Yanshang Self-study Room are summarized as follows: the quality and comfort of seats need to be improved,the single income model makes the study room face a ceiling of income,low profit margins,low consumer perceived prices,a single channel and a high degree of dependence,which pose risks,high channel costs,limited advertising and promotional effects,and low market coverage The service quality and efficiency of booking and arranging seats in peak season are low,and the air conditioning cannot meet demand.Then analyze the macro environment of politics,economy,society,and technology,as well as the micro environment within the enterprise,suppliers,marketing intermediaries,customers,competitors,and the public.Then,use the SWOT model to analyze the external opportunities and threats,as well as internal strengths and weaknesses of the self study room project.Finally,based on the STP theory,the market segmentation of consumers in the Yanshang Self-study Room was conducted,and female postgraduate candidates and candidates aged 19-35 were selected as the target market,and corresponding market positioning was formulated.Then,using the service marketing theory,it proposes to improve the product structure,upgrade hardware facilities,anchor high-end customers with high pricing and high added value,enhance customer perceived value,expand offline alliances and enrich channels for IP private domain transformation,use public traffic for long-term advertising,create event marketing,improve the professional level of salespersons,formulate a study room convention,introduce an online intelligent reservation system,simplify the process Specific measures such as establishing a "Red Wish Wall" and a customer memorial area,improving air circulation,etc.In order to ensure the effective implementation of marketing strategies,organizational security,security,talent development,and financial security have been proposed.A set of complete and feasible strategies have been developed for the marketing of the study room,which has certain practical significance for promoting the development of the study room project of Yantu Education Co.,Ltd.,and has a high reference value for the selection of marketing strategies for the same type of paid study room.