A Dissertation Submitted to Guangdong University of
Technology for the Degree of Master
（Master of Business Administration）
Research on service Marketing Strategy
Optimization of LX Children art Training Institutions
Candidate:Zhao Yaru
Supervisor:Gao Hongyuan
May 2022
School of Management
GuangdongUniversity of Technology
Guangzhou，Guangdong，P.R.China，510520
摘
要
摘要
由于“二胎”和“三胎”的人口政策的实施和艺术类院校的发展，促进了教
育欧亿·体育（中国）有限公司的强劲增长，并且在2018年后国家中、髙考对艺术类考生出台的各种有利
政策，也促进了艺术类教育的全速发展。其次，随着越来越多的家长希望子女可
以多方面发展，大部分家长都选择了艺术培训作为课余生活的学习项目，促进了
青少年和儿童对艺术类教育日益增长的需求。
LX少儿艺术培训机构成立十余年，机构的几位合伙人都是优秀的舞蹈教育者，
师资力量强大，在佛山市有一定的品牌知名度。但是随着教育欧亿·体育（中国）有限公司的发展，机构
合伙人的一些营销理念还比较落后，导致该机构的利润率逐渐降低，市场占有率
也有所下降。
本文通过以 LX少儿艺术培训机构为研究对象，简要介绍了该机构的基本情况，
研究了该机构的服务营销现状，并通过对家长们满意度的问卷调查的方式，综合
发现该机构存在产品优势不明显、价格体系不完善、营销渠道传统、促销手段的
效果不佳、机构人员不稳定、服务意识不高等问题，并针对性的提出了适合 LX少
儿艺术培训机构的服务营销策略的优化建议，解决了该机构目前面临的营销难题，
提高了 LX少儿艺术培训机构在佛山市艺术培训市场的的竞争力。
关键词：少儿艺术培训；培训机构；服务营销
I
广东工业大学硕士专业学位论文
ABSTRACT
Theimplementationofthepopulationpolicyof "twochildren"and"three
children" and the developmentof art colleges have promoted the strong growth of the
educationindustry.After2018,variousfavorablepoliciesissuedby thenational
secondary and higher educationexamination for art candidateshave also promoted the
full speed developmentof art education.Secondly, as more and more parents hope that
their childrencandevelopin many aspects,most parentschooseart trainingas a
learning project for after-schoollife, which promotes the growing demand of teenagers
and childrenfor art education.
LX children'sart training institutionhas been established for more than ten years.
Several partnersof the institutionare excellentdance educators with strong teachers,
and have a certain brand popularity in Foshan. However, with the developmentof the
educationindustry, some marketingideas of institutionalpartnersare still relatively
backward, resultingin the gradual reductionof the profit margin and market share of
the institution.
Taking LX children'sart traininginstitutionas the researchobject, thisthesis
briefly introduces the basic situation of the institution and studies the current situation
of service marketingof the institution.Throughthe questionnairesurvey of parents'
satisfaction,it is comprehensivelyfound that the institution has some problems, such
as unclear product advantages,imperfect price system, traditional marketingchannels,
poor effect of promotion means, unstable personneland low serviceawareness, It also
puts forward the optimizationsuggestionsof servicemarketing strategysuitablefor
LX children'sart training institutions,solves the current marketingproblems faced by
theinstitutions,andimprovesthecompetitivenessofLXchildren'sarttraining
institutionsin Foshan art training market.
Key words:Children's art training; Training institutions;service marketing
II