A Study On Service Marketing Optimization For Y Music Education Company

With the double reduction opinions issued by the Ministry of Education,the quality education market ushered in earth-shaking changes,and education companies represented by music education ushered in a dividend period of 10 times growth.During the epidemic,new online courses were added,music offline training institutions have changed their models to the online market,and the competition among music education enterprises has become increasingly fierce.Company Y is a one-to-one offline music education training institution,which matches teachers and students within 5 kilometers through the Internet,and has achieved rapid business growth by adopting school district classes and home tutoring offline small class classes.Since its establishment,it has attracted much attention from capital.The addition of capital has provided necessary financial support and resource guarantee for the development of Company Y.Due to the impact of the epidemic,Company Y has launched a new online coaching business to broaden its product line and hope to achieve financial profitability.However,with the development of the industry and intensified competition,the investment in the education industry has become more and more rational.Pay more attention to the actual situation and service quality of enterprises to ensure the safety and return of their investment.Enterprises should strengthen service marketing management to enhance their business value and achieve sustainable development.This will promote the healthy development of the education industry,but also bring more business value to investors and enterprises.Through the survey of Y Internet Education Company,combined with 7Ps service marketing theory and PEST,starting from the current situation of Y company,some service marketing problems are found by questionnaire survey,and the reasons are mainly manifested in five aspects:price,channel,promotion,service process and tangible display.At the same time,in order to help enterprises better understand the market environment,the market environment of Y company is briefly analyzed from the aspects of politics,economy,society and environment.Then,through the interviews of Y company executives and front-line employees to discuss the problems and analyze the reasons behind them.This paper uses the literature research method to put forward specific solutions according to the theoretical content of the literature combined with the problems of music education institutions.Finally,specific optimization suggestions are put forward for these problems,including: firstly,redefining the market positioning and adopting differentiated pricing strategies to meet customer needs.Secondly,interactive network marketing channels expand the traffic pool of Internet marketing channels.Thirdly,reconstruct the promotion strategy to improve the utilization rate of service resources.Thirdly,strengthen the whole service consciousness,customer-oriented to improve satisfaction;finally,focus on the tangible information design,balance the brand image and service quality.In order to ensure the smooth implementation of these optimizations,a series of safeguard measures and suggestions are put forward from the aspects of organization,resources and culture.In order to ensure the smooth implementation of these optimizations,a series of safeguard measures and suggestions are put forward from the aspects of organization,resources and culture.The analysis of enterprise service marketing strategy can provide reference for the future development plan of Y company,so as to help the enterprise realize sustainable development.At the same time,it is hoped that it can be used as a reference for other similar companies.