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论文编号：	10422
作者编号：	2120163009
上传时间：	2018/12/6 13:43:17
中文题目：	芝加哥国际英语学院整合营销传播研究
英文题目：	Research on Integrated Marketing Communication of Chicago International English Institute
指导老师：	任星耀
中文关键字：	整合营销传播，英语培训，留学咨询
英文关键字：	integrated marketing communication, English training, consultation of overseas study
中文摘要：	随着中国的改革开放并加入WTO，中国人对学习英文的热情日渐高涨，一口流利的英语可以让人脱颖而出。在经济高速发展的今天，人才竞争的日益激烈以及根植于国人心中“知识改变命运”的观念，让中国每年出国留学的人群不断壮大。这些现象使英语培训与留学咨询迎来了巨大的市场空间。随着这个市场空间的开启，各种类型的培训机构如雨后春笋出现在大街小巷，纷纷开展培训课程，这个市场的竞争也随之升温。 芝加哥国际英语学院，作为美国亚美集团打造的高端外语培训机构，凭借来自美国本土的先进多媒体软件、世界一流的教育品质和雄厚的师资力量、丰富多彩的常规课、特色课、沙龙、英语角、电影赏析课，于1996年进入沈阳培训市场后深受好评，在沈阳中高端外语培训领域处于领先地位。芝加哥国际英语学院为国民移民和留学提供持续的专业语言培训和服务，并在国内践行从零岁起终身学业规划、职业规划的“无规划，不教育”理念，是当今国内领先的海外导向英语教育培训机构之一。 本文首先对整合营销传播的相关理论进行了回顾，对整合营销传播的内涵、整合营销传播设计及管理等理论进行了简要的阐述。其次，对国内英语培训与留学咨询的市场环境进行了分析，包括市场的现状、竞争现状、未来发展趋势，以及对芝加哥国际英语学院的SWOT分析，提出了公司虽然获得了良好的教学成果和口碑，却在潜在消费群体中品牌知晓度偏低的状态，描述了当前营销传播现状，找出了芝加哥国际英语学院整合营销传播的策略和依据。 在归纳总结理论研究和当前英语培训与留学咨询的市场现状基础上，综合分析芝加哥国际英语学院整合营销传播设计的具体构想，针对整合营销传播中的各个要素展开分析。同时对芝加哥国际英语学院整合营销传播的保障要素进行了研究，包括整合营销团队的构建、多部门业务协同、教师团队的管理优化及信息系统方面的保障。希望本文能够对未来进入和现在已经进入英语培训与留学咨询的相关企业有所借鉴。
英文摘要：	With the reform and opening up of China and joining into WTO, the enthusiasm to learn English of Chinese has been growing. People who can speak English fluently will be more competitive than others. In the context of rapid economic development in China, the fierce competition in the workplace and the concept “knowledge changes destiny”, which is rooted in hearts of Chinese people, make the number of people studying abroad increase each year. These phenomena bring great market potential for the English training and the consultation of study abroad. Various types of training institutes appear in the streets, and the competition also heats up. Chicago International English Institute is a professional foreign language training institute which is established by Asia American Group, with the advanced multimedia software from the United States, the world-class education quality and strong faculty. After entering into the market in 1996, Chicago International English Institute becomes more and more famous because of its various language training. Besides, Chicago International English Institute provides professional services for person with the needs of immigration and study abroad. It also implements the concept of “no planning, no education”, which means a lifelong academic planning and career planning from the age of zero. Chicago International English Institute is one of the overseas-oriented training institutes of China. Firstly, this paper reviews relevant theories of integrated marketing communication, and briefly expounds the connotation, design and management of integrated marketing communication. Secondly, it analyzes the market environment of domestic English training and consultation of overseas study, including the current situation, characteristics, competition and SWOT analysis of Chicago International English Institute. Finally, it provides the strategies and basis of integrated marketing communication of Chicago International English Institute. On the basis of the theoretical research and analyses of the current market situation of English training and consultation of overseas study, this paper makes a comprehensive analysis of the strategies of integrated marketing communication in Chicago International English Institute. It also analyzes the various elements to guarantee the implementation of integrated marketing communication. This paper may offer beneficial reference for those enterprises which shall involve in English training and consultation of overseas study in the future and now.
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