Research On Service Marketing Strategy Of TYX Guzheng Training School

In order to cultivate comprehensive talents who are more suitable for the future society,the Ministry of Education has issued a double reduction policy,aimed at fixing the chaos in the industry.At the same time,the economic environment in recent years fluctuates greatly,which has caused a great impact on the guzheng training market in Changchun city.In this context,Changchun TYX Guzheng Training School(hereinafter referred to as TYX)has shown a series of problems in its operation: the target market scope is too large,the positioning needs to be more accurate;the course form is old and the differentiation is not obvious;the pricing strategy needs to be adjusted;the original enrollment channels are blocked,and new enrollment channels need to be developed;promotion is backward and online publicity is not emphasized.These problems will hinder the growth of TYX and need new service marketing strategies during the market reshuffle and economic recovery.In view of the service marketing problems in the operation of TYX,the macro marketing environment analysis,due to the release and implementation of the "double reduction" policy,the industry is in a chaotic stage,it is a good opportunity to occupy a favorable market position when the new order is formed;the epidemic control is fully open,the economic recovery is obvious;parents pay more and more attention to quality education;the online and offline teaching form is gradually mature.Secondly,through micro marketing environment analysis,TYX has many strong competitors;there are several potential alternatives from art;and consumers have diversified needs for learning guzheng.Finally,through SWOT analysis,we find out the advantages that TYX should grasp in the following development;adhere to the advanced educational concept in the industry;take advantage of good credit endorsement and geographical position to adopt the SO strategy and grasp the development opportunities.To solve the problem of TYX service marketing,first of all according to the students parents education level,students family income level and students learning motivation,three aspects of the market segmentation,and chose the higher education,family condition is superior,consumption motivation for "interests" and "character" student group as the main target market,and the TYX for performance for the teaching characteristics of high-end guzheng training school.Then based on the 7P service marketing theory to customize the service marketing strategy.In terms of product strategy,TYX should add new course content,develop new course forms,design new course combination,and add customized courses.In terms of pricing strategy,we adopt course combination pricing method to promote course package sales;differential pricing method to reduce the comparability of TYX course price in the industry;and promotion pricing method to reduce the threshold for students and parents to learn guzheng in TYX.In terms of channel strategy,online publicity and recruitment channels should be increased,and the channel width should be widened with offline cooperation of different industries.In terms of promotion strategy,online promotion should be carried out through Dianping,Tik Tok,Kuaishou and Weishi App;free for 30 days;and multi-brand joint enrollment promotion strategy.In terms of personnel strategy,it is necessary to improve the service level of front-line personnel,improve the level of managers,and increase the interaction and communication with students and parents.In terms of process strategy,the service process of performance class was added to strengthen the service process of students entering the store.In terms of tangible display,the school environment is accurately improved through the space 5S standard,the spatial layout and functions are changed according to the new course content,and the biological and art products are added to improve the quality of TYX.In order to make the service marketing strategy effectively implemented,the corresponding safeguard measures are put forward in terms of system,manpower and capital.