随着财会行业准入门槛提高和数字化转型加速，财会培训市场竞争日趋激烈。H财会教育培训机构作为区域性财会培训机构，立足广东省，经过近十年的发展已经有一定的影响力，但仍面临品牌认知度不足、用户黏性下降、营销渠道建设不足等营销困境。如何在竞争激烈的环境下保持竞争优势，成为了 H 财会教育培训机构目前需要解决的问题。

研究聚焦于H财会教育培训机构，对其营销现状进行了深入且全面的剖析，并提出了基于7PS的改进方案。首先通过PEST模型法分析H财会教育培训机构当前的宏观经济环境，进而分析H财会教育培训机构的营销现状。通过访谈法和问卷调查法，指出H财会教育培训机构营销存在的具体问题，例如课程体系相对单一、课程性价比有待提升、促销力度有限、营销渠道建设不足、师资力量有待加强、服务意识淡薄、有形展示细节缺乏专业打磨，这些问题导致H 财会教育培训机构的业绩下降，在市场竞争中无法保持优势。为解决这些问题，提出了基于7PS营销理论的改进方案，从产品、价格、渠道、促销、人员、过程、有形展示七个方面分别提出营销策略优化建议。同时，从组织、人员、制度、文化四个方面制定了全面的保障措施，旨在提高营销考核的水平和公正性，促进员工的个人成长和职业发展，同时提升学员满意度，加强品牌知名度，促进业绩提升，进而推动企业实现可持续发展的战略目标。通过七个方面的营销策略优化和四个面方面的全面保障，旨在全面提升机构的市场占有率和竞争力，增加收入，增强机构的凝聚力和竞争力，为机构的长远发展奠定坚实的基础。

This study examines H Accounting Education and Training Institution, a regional accounting training organization in Guangdong Province. Over the past decade, the institution has gained market influence but now faces challenges including low brand awareness, declining user loyalty, and inadequate marketing channels. The research aims to help the institution maintain competitive advantages in an increasingly fierce market driven by rising industry entry barriers and digital transformation.   

The authors conducted a detailed analysis of the institution’s marketing status using the PEST model to assess macroeconomic conditions. Through interviews and surveys, they identified seven key issues: oversimplified course structures, suboptimal cost-performance ratios, limited promotional activities, underdeveloped marketing channels, inconsistent teaching quality, weak service awareness, and unprofessional physical presentation details. These problems contributed to declining performance and weakened market competitiveness. To address these challenges, the study proposed a 7PS marketing strategy. The optimization plan covers product diversification, price adjustments, channel expansion, promotion enhancement, staff training, service process upgrades, and physical presentation improvements. The authors also designed four safeguard measures: organizational restructuring, personnel management reforms, institutional support mechanisms, and cultural development initiatives. These solutions aim to improve marketing evaluation fairness, boost employee development, increase student satisfaction, strengthen brand recognition, and ensure sustainable growth. Findings demonstrate that implementing the seven-dimensional marketing strategies alongside four safeguard systems will effectively increase market share and competitiveness. The integrated approach supports revenue growth, enhances organizational cohesion, and establishes a solid foundation for long-term development. This research provides practical solutions for regional training institutions navigating digital transformation and intense market competition.

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