【作者】 王利霞；

【导师】 胡亚南；

【作者基本信息】 郑州大学 ， 工商管理硕士（专业学位）， 2024， 硕士

【摘要】 随着我国经济的迅速发展,公民的思想认识发生了地覆天翻的变化。经济基础决定上层建筑,越来越多的父母开始增加对后代的教育投资。基于国家政策对出国留学持支持态度,以及我国需要更多的国际化人才,中国留学生群体呈现不断增长的趋势。随着留学生人数的飞速增长,一批又一批留学中介服务公司、个人工作室相继成立,但竞争异常激烈、产品同质化又很严重的留学中介个体想要扩大业务体量,就需要想方设法为客户提供更优质的服务,最终形成自身的企业品牌。河南TD留学公司是一家在中爱、中澳、中美和中英方向以校企合作为基础为留学生提供留学咨询和申请服务的留学中介服务公司。享受到了合作项目行业的发展红利期,该公司迅速抢占了一定的市场。但是,公司在近几年的营销过程中,出现了内部营销受限、经营效率低下、市场定位不清晰的问题。为了帮助公司准确解决营销问题,优化服务营销水平,本论文分析了河南TD留学公司营销策略方面存在的问题、进行了优化,并提出了保障措施。本文以河南TD留学公司为研究对象,分析了该公司所面临的宏观环境和竞争环境,接着以产品、价格、渠道、促销、人员、过程管理、有形展示-7Ps服务营销理论为分析基础,客观地阐述了公司目前的营销现状,随后运用问卷调查法和访谈法调研营销过程中存在的问题,并详细分析了造成这些问题的根本原因,最终从产品、价格、渠道、促销、人员、过程管理和有形展示这七个方面对河南TD留学公司的营销策略提出优化方案。从调研结果可看出,河南TD留学公司存在产品结构单一、定价缺乏弹性、渠道建设滞后、促销形式落后、服务仍需提高、过程管理薄弱和有形展示单调等问题,究其根本原因包括:市场定位不清晰、服务流程不规范、人力建设不完善以及品牌意识较薄弱。针对具体原因,基于7Ps营销组合策略方法,提出了优化产品结构、调整定价机制、优化营销渠道、多种促销组合、完善人力建设、重塑服务过程和丰富有形展示等优化策略。与此同时,论文从提升品牌影响力和知名度、内部人才培养、建设企业文化、健全规章制度、提高课程质量、运用信息技术等方面阐述了河南TD留学公司实施营销策略优化方案的保障措施。本文针对河南TD留学公司提出的营销策略优化方案,对该公司扩张业务和稳步运行影响重大、深远,与此同时,对同行业内同等规模的留学中介服务公司的长远发展及整个留学中介行业的有序化、专业化和规范化方面也能起到一定的指导作用。更多还原

【Abstract】 With the rapid development of China’s economy,huge changes in the understanding of our people has taken place.The economic foundation determines the superstructure,and more and more parents are increasing the investment in their children’s education.Based on the supportive attitude of national policies towards studying abroad and the demand for more international talents in China,the group of Chinese students studying abroad is showing a continuous growth trend.The rapid growth of the number of international students has given rise to a large number of study abroad intermediary service companies and personal studios.Study abroad intermediary service companies with extremely fierce competition and severe homogenization need to strive to provide customers with higher quality services and build their own service brands if they want to expand their business volume.Henan TD Study Abroad Company is a study abroad intermediary service company that provides consultation and application services for international students in the fields of China-Ireland,China-Australia,China-US,and China-UK based on school-enterprise cooperation.Having shared the development dividend period of the cooperative project industry,this company quickly seized a certain market share.However,in recent years,this company has encountered problems such as limited internal marketing,low operational efficiency and unclear market positioning in its marketing process.In order to help this company accurately solve marketing problems and optimize service marketing levels,the thesis analyzes the problems existing in the marketing strategies of Henan TD Study Abroad Company,proposes optimization schemes,and further develops safeguard measures.Taking Henan TD Study Abroad Company as the research object and based on 7Ps service marketing theory,the thesis analyzes the macro and competitive environment faced by this Company,and objectively elaborates on the marketing status of this company from seven aspects,namely:product,price,channel,promotion,personnel,process management,and physical evidence.By using questionnaire survey and interview methods to investigate the problems in the marketing process,and analyzing in detail the root causes of these problems,the optimization of marketing strategies for Henan TD Study Abroad Company has been formulated from seven aspects:product,price,channel,promotion,personnel,process management,and physical evidence finally.The research results indicate that Henan TD Study Abroad Company exists such problems as single product structure,lack of flexibility in pricing,lagging channel construction,outdated promotion forms,to-be-improved service,weak process management and monotonous physical evidence.The fundamental reasons include:unclear market positioning,non-standard service processes,imperfect human resource construction,and weak brand awareness.Based on the 7Ps marketing mix strategy method,optimization strategies are proposed for specific reasons,including optimizing product structure,adjusting pricing mechanism,optimizing marketing channels,combining multiple promotions,improving the constuction of human resources,reshaping service processes and enriching physical evidence.At the same time,the thesis elaborates on the safeguard measures for implementing the marketing strategies optimization schemes by Henan TD Study Abroad Company from the aspects of enhancing brand influence and awareness,internal talent cultivation,building corporate culture,establishing sound rules and regulations,improving course quality and using information technology.The optimization of marketing strategies for Henan TD Study Abroad Company proposed in the thesis has a significant and far-reaching implications for the business expansion and steady operation of this company.At the same time,it plays a certain reference role for the long-term development of study abroad intermediary service companies of the same scale in the education industry and the ordering,specialization and standardization of the entire study abroad intermediary industry.更多还原