Research On Service Marketing Strategy Optimization Of XD Vocational Education Company

With the continuous development of the national economy and the upgrading and optimization of the industrial structure,the dilemma of employment and recruitment has gradually emerged in the labor market,which has brought huge demand to the vocational education market.Vocational education and training are mainly for adults.At the present stage,most of them are the new employees of the post-1995 and post-00 s generation,who pay more attention to personal achievement and personalized pursuit.Corresponding to such customer groups,meeting personalized needs and improving service marketing strategies have become an important development direction of vocational education industry.This paper selects XD Vocational Education Company(hereinafter referred to as "XD Company")as the research object to study its service marketing strategy optimization scheme.Case analysis,interview and questionnaire survey were used to analyze the implementation status of service marketing strategy.After investigation,XD company was found to have problems such as single product category,unscientific pricing,narrow marketing channels,lack of new promotion methods,large staff mobility,shortage of teachers,non-standard service process and lack of tangible display.Then,combined with the analysis of macro and competitive environment,according to the 7P service marketing theory,the paper puts forward suggestions and scientific and reasonable safeguard measures for service marketing strategy optimization from the aspects of enriching product types,flexible and scientific pricing,expanding marketing channels,innovating promotion methods,establishing talent system,optimizing service process and improving tangible display.This paper studies the service marketing strategy optimization scheme of XD Company,which helps to improve the industry competitiveness of XD company,and also has a strong guiding significance for similar enterprises facing the same problems as XD company,which is conducive to promoting the progress and development of the industry.