Research On The Marketing Strategy Optimization Of R Paid Study Room Service In Hohhot

With the continuous development of the learning society,Chinese society’s requirements for talents are constantly increasing,and exam preparation personnel are more and more.Under the dual background of the shortage of seats in public libraries and the implementation of closed management in universities after the outbreak of the epidemic,a new business model emerges.2019 is the year of the rise and vigorous development of paid study room industry in China.Due to the low entry threshold of the paid study room industry and the lack of national management standards for this industry,more and more capital blindly follow the trend to enter this field,resulting in unhealthy and increasingly fierce competition in the paid study room industry.Nowadays,consumers have increasing requirements for learning,and paid study rooms are seriously homogenized.Under this circumstance,how to study the service marketing optimization strategy of paid study rooms according to local conditions is of great significance for their foothold in the fierce competition.Based on the 7Ps marketing theory,this study takes the first paid study room in Hohhot--R paid study room(Shop B)as the research object,through field investigation method to understand and analyze the current situation of R paid study room service marketing strategy,and then through the questionnaire survey of the customers of R paid study room(shop B),the existing problems of the service marketing strategy of the study room are found.Moreover,the thesis analyzes the seven dimensions of the 7Ps marketing theory to find out the causes of the problems.Combined with the actual operation situation of R paid study room,it puts forward corresponding service marketing optimization strategies from the seven dimensions of product,price,channel,promotion,service personnel,tangible display and process respectively.This thesis holds that in terms of product strategies,R paid study rooms should enhance product innovation and value-added services,increase communication areas and timely update the setting of learning packages to achieve cross-border cooperation and enhance product stickiness.In terms of pricing strategy,we should learn regional differentiation pricing,improve pricing flexibility,implement points system,and improve customer switching costs.In terms of channel strategy,it emphasizes the promotion of offline publicity and optimization of online publicity process.In terms of promotion strategies,we should enrich the promotion methods of products,add new promotion methods such as old and new,point exchange and time-limited seconds kill,and at the same time improve the attractiveness of promotional content and increase the activities related to learning.In terms of service personnel strategy,emphasis should be placed on improving the recruitment process,specifying the recruitment criteria,and improving the professional level of service personnel.In terms of tangible display strategy,the visibility of tangible display should be enhanced,and the advantages of wechat Moments,Douyin and other platforms should be reasonably used for publicity.Offline health and facility management should be done well in the store,while online search and understanding should be convenient for customers.In the process strategy,we should improve the service quality and efficiency,reduce the time cost,standardize the store management,establish a standard complaint process,and pay attention to customer feedback.In addition,from the organization,resources,services,market research and security five aspects of the optimized service marketing strategy implementation safeguards are proposed.According to the research of this thesis,the conclusion is drawn: R paid study rooms should always pay attention to the changes of the market and the psychological needs of consumers,and take better countermeasures;Carefully study its service marketing strategy,timely find the existing problems and optimize;Promotion program to follow the pace of The Times,deep in the hearts of consumers;Focus on maintaining the relationship with customers,provide quality service,timely solve customer feedback,enhance the stickiness between customers.It has a certain reference significance for the service marketing strategy optimization of the same type of paid study rooms in China.