尚才公司教育培训服务营销策略研究 在科学技术日新月异、知识经济已见端倪和终身学习深植人心的新时代背 景下，教育培训已然成为各类组织机构、各阶层人士推动组织健康发展、提升 企业竞争实力、增强个人综合能力的重要途径。随着中国经济持续增长，工商 企业转型升级，政府机构职能转换，教育培训的重要性和紧迫性愈加突显，越 来越受到从国家到地方、从政府到企业、从高校到职尝从组织到个人等各个 层面的重视，社会成员对知识更新、知识补充和知识拓展的需求出现爆炸性增 长，教育培训机构如雨后春笋般应运而生、应势而长，面向社会各层次组织和 个人开展的培训项目也层出不穷。 教育培训市场繁荣景象的背后却存在着很多隐忧，比如部分培训机构急功 近利，注重短期效益，缺乏研发实力，从业人员素质良莠不齐，重市场轻服务， 导致培训效果差强人意，甚至虚假宣传、恶性竞争，使得部分客户对培训失去 信心，行业诚信度也随之降低。所以，对于教育培训市场环境、市场定位和营 销策略的研究有重要的现实意义。如何确立企业独特定位，如何打磨产品，如 何优化人才队伍，如何找到最佳的推广桥梁，如何更好地为不同客户提供服务， 如何提升企业的服务意识、服务质量和服务营销水平，成为教育培训机构亟待 解决的问题。 尚才公司成立于2008年，是一家依托复旦大学、上海财经大学等国内知名 高校品牌和师资资源，为各级政府组织、行政事业单位和工商企业提供培训服 务的教育培训公司。本文通过文献归纳演绎，采用线上线下调查问卷数据收集、 客户满意度实证调查以及统计分析等定性研究与定量实证相结合的方式，以尚 才公司教育培训服务营销现状和问题为研究对象进行研究。 本文以7Ps服务营销理论为基础，首先总结尚才公司成长过程中的经验和教 II 训，寻根究底找出其服务营销存在的深层次问题并对成因进行认真分析。其次， 使用PEST理论对尚才公司面临的宏观环境进行分析，并对公司所处微观环境进 行探究，采用SWOT分析方法，找出适合尚才公司教育培训自身发展的机会和优 势。第三，运用STP理论对尚才公司教育培训进行市场细分和选择目标市场，制 定符合尚才公司发展需要的服务营销策略，并对尚才公司教育培训服务营销策 略的顺利实施提出保障措施。 通过本文研究，旨在通过服务营销组合策略与客户建立紧密合作关系，采 取行之有效的服务营销手段不断开拓新客户、维护老客户、发展转介绍客户， 从而扩大公司营业规模和市场占用率，提升公司整体盈利能力，让尚才公司从 诸多同类教育培训机构中脱颖而出，促使公司走上稳健发展的轨道。 关键词： 教育培训，服务营销，STP战略 III ABSTRACT Research on Service Marketing Strategy for Shangcai Company Education and Training With the rapid development of science and technology, knowledge economy and lifelong learning, education and training have become an important way to promote the healthy development of organizations, enhance the competitiveness of enterprises and enhance the comprehensive ability of individuals. With the sustained growth of China's economy, the transformation and upgrading of industrial and commercial enterprises, the transformation of government functions, the importance and urgency of education and training have become increasingly prominent. More and more attention has been paid to education and training from the state to the local, from the government to the enterprise, from universities to the workplace, from organizations to individuals, and so on. The demand for supplement and knowledge development has exploded. Educational and training institutions have sprung up, and training programs for organizations and individuals at all levels of society have emerged in an endless stream. However, there are many hidden worries behind the prosperity of the education and training market. For example, some training institutions are eager for quick success and instant profits, pay attention to short-term benefits, lack of R&D strength, the quality of employees is not uniform, the market is valued over service, resulting in unsatisfactory training results, and even false publicity, vicious competition, making some customers on the training. Without confidence, the integrity of the industry will also decrease. Therefore, it is of great practical significance to study the market environment, market positioning and marketing strategy of education and training. How to establish the unique position of the enterprise, how to polish the product, how to optimize the talent team, how to find the best promotion bridge, how to better provide services for different customers, how to enhance the service awareness, IV service quality and service marketing level of the enterprise, has become an urgent problem for education and training institutions. Founded in 2008, Shangcai Company is an educational and training company which relies on the famous brands and teachers resources of Fudan University and Shanghai University of Finance and Economics to provide training services for government organizations, administrative institutions and industrial and commercial enterprises at all levels. Through literature induction and deduction, this paper takes Shangcai Education and Training Service Marketing status and problems as the research object by using online and offline questionnaire data collection, customer satisfaction survey, statistical analysis and other qualitative and quantitative methods. Based on the 7Ps service marketing theory, this paper first summarizes the experience and lessons of Shangcai company in the process of growth, finds out the deep-seated problems of its service marketing and makes a careful analysis of the causes. Secondly, PEST theory is used to analyze the macro-environment of Shangcai company, and the micro-environment of the company is explored. SWOT analysis method is used to find out the opportunities and advantages for the development of Shangcai company's education and training. Thirdly, it uses STP theory to subdivide the market and select the target market for the education and training of Shangcai Company, formulates the service marketing strategy that meets the development needs of Shangcai Company, and puts forward the safeguard measures for the smooth implementation of the service marketing strategy for the education and training of Shangcai Company. Through the study of this paper, the purpose is to establish a close cooperative relationship with customers through the service marketing mix strategy, adopt effective means of service marketing to constantly open up new customers, maintain old customers, develop and introduce customers, thereby expanding the company's business scale and market occupancy rate, improving the company's overall profitability, so that Shangcai Company It stands out from many similar educational and training institutions and promotes their sustainable, steady, rapid and healthy development. V