北京敏行教育机构开拓欧美留学市场营销策略研究.pdfVIP

摘要 随着综合经济实力不断增强以及个人家庭支付能力的不断改善，中国选择出 国留学的人数快速增长，留学人数空前倍增，成为世界上输出留学生人数最多的 国家。同时，欧美国家推出一系列对国际学生有利的留学政策，有效地推动了中 国学生赴欧美留学市场的发展。留学中介机构之间的竞争十分激烈。北京敏行教 育机构是一所新成立的留学中介机构，致力于欧美留学教育咨询，欧美留学名校 高端申请以及欧美留学签证业务。为了能够在市场竞争中扩大市场份额，北京敏 行教育机构需要切实可行的市场营销策略。 本文分析了营销基础理论、消费者行为基本理论、消费者特征以及应用，概 述了中国留学市场发展状况。本文介绍了北京敏行教育机构营销现状及其面临的 主要问题，旨在通过竞争对手分析，内外部营销环境分析，SWOT 分析以及消费 者行为分析数据，厘清北京敏行教育机构开拓欧美留学市场的优劣势,机遇及威 胁，在此基础上提出一系列有效的市场营销策略，包括市场规模及其潜力评估、 产品策略、价格策略、渠道策略、促销策略、有助于北京敏行教育机构开拓欧美 留学市场新局面。 关键词：北京敏行教育机构；出国留学；欧美留学；市场营销策略 II Abstract With China’s economic power and households pay ability unceasing enhancement, more and more people choose to study abroad, the number of Chinese students studying abroad increase sharply, thus China has become the largest international students base in the world. At the same time, the European and American countries introduce a better policy for international students, and stimulate the Chinese students to study abroad and develop European-American abroad education market. The competition between abroad education agents becomes fierce. Beijing ManStar Education Institute is a newly-established agent company which engaged in European and American abroad education consulting, top-flight schools and universities application and visa application service. In order to expand market share in the market competition, Beijing ManStar Education Institute urgently needs a series of scientific and rational marketing strategies. This paper expounds the marketing theories, consumer characteristics and behavior theory and its application, and then introduces China abroad education market background, the present marketing situation and its facing problems of Beijing ManStar Education Institute. Through the analysis of competitors, internal and external environment, SWOT and consumer behavior c