中国的社会和文化背景都显示出教育的重要性，国家统计局的数据显示，这些年我国的人均受教育年限在不断提升，目前已经达到了人均约10年的水平。这体现出了我国对于教育的重视程度，同时也可以看出人们对于考专科或者本科有很大的需求。在当下，随着教育越来越受重视，教育行业也得到了快速发展，但是D教育培训公司自考项目近三年的业绩呈现出了断崖式的下滑，这促使笔者以解决项目实际问题为出发点，结合所学理论知识，去探查实际发生的问题并提出解决方案。

此文以对市场的分析为基础，以服务营销中的7Ps及其相关理论为依据，把D教育培训公司的自考项目作为研究对象，进行现状研究以及问卷调查和分析。最终发现，D教育培训公司自考项目重点存在产品体系设置单一、营销渠道老旧保守、营销方式不够丰富、服务人员有待培训、服务过程衔接不当等问题，并结合上述5个方面的问题和公司现状，同时以服务营销理论为基础，最终提出了以下优化改进方法：第一，关于产品方面，可以丰富产品体系以及和公司其他项目合作；第二，针对渠道和宣传，可以利用互联网新平台来吸引潜在消费者；第三，对于促销，可以让讲师和销售人员配合更广泛地进行宣传；第四，人员管理方面，针对不同的老师去规范管理；第五，对于服务过程，可通过告知及直播的形式集中解决问题。最终，此文通过服务营销理论中的7Ps分析，希望可以协助D教育培训公司自考项目提升竞争力并不断发展，也希望帮助教育培训行业提升服务营销意识。同时也希望可以通过分析使理论应用于实践，让理论在实践中不断发展。

China's social and cultural background shows the importance of education, and data from the National Bureau of Statistics show that the number of years of education per capita in China has been increasing in recent years, and has now reached the level of about 10 years per capita. This reflects the importance that China attaches to education, and it can also be seen that people have a great demand for college or undergraduate. At present, with the increasing attention to education, the education industry has also developed rapidly, but the performance of D Education and Training Company's self-examination project in the past three years has shown a cliff-like decline, which prompts the author to solve the actual problems of the project as the starting point, combined with the theoretical knowledge learned, to explore the actual problems and propose solutions.

Based on the analysis of the market, based on 7Ps and related theories in service marketing, this paper takes the self-examination project of D Education and Training Company as the research object, and conducts current situation research, questionnaire survey and analysis. Finally, it is found that the self-examination project of D education and training company focuses on problems such as single product system setting, old and conservative marketing channels, insufficient marketing methods, service personnel to be trained, and improper connection of service process, and combined with the above five aspects of problems and the company's current situation, and based on service marketing theory, the following optimization and improvement methods are finally proposed: First, in terms of products, the product system can be enriched and cooperated with other projects of the company; Second, for channels and publicity, new Internet platforms can be used to attract potential consumers; Third, for promotion, instructors and sales staff can cooperate with wider publicity; Fourth, in terms of personnel management, standardize management for different teachers; Fifth, for the service process, the problem can be solved centrally through notification and live broadcast. Finally, through the 7Ps analysis in service marketing theory, this paper hopes to assist D education and training companies to enhance their competitiveness and continue to develop their self-examination projects, and also hopes to help the education and training industry improve their service marketing awareness. At the same time, it is also hoped that through analysis, theory can be applied to practice, so that theory can continue to develop in practice.