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论文编号：	13588
作者编号：	2320190393
上传时间：	2022/12/4 21:51:17
中文题目：	M国际学院天津分校服务营销策略研究
英文题目：	Research on Service Marketing Strategy of Tianjin Branch of M International Academy
指导老师：	李东进
中文关键字：	国际化学校；国际化教育；留学；服务营销
英文关键字：	international school; Internationalization education; Studying abroad; Service marketing
中文摘要：	随着世界经济的快速发展，世界交互性越来越强，生产要素在联动中快速互动，与此同时,教育领域也在不断的进行人才的交换和流动，来适应经济发展的要求和全球化的变革。更多的国家开始意识到全球化对其发展起到了至关重要的作用，世界的全球化基于国家人才的全球化，对于整个国家而言需要更多的国际化人才流入，才能真正意义上完成全球化的进程。因此，教育资源在国际社会之间流动变得日益频繁，人才战略也从对国内人才的需求转换为对具有全球胜任力的人才的需求。对中国而言，从改革开放，到进入了WTO，以及后来成为世界第二大经济体，人民的收入水平发生了翻天覆地的变化，越来越多的家长对于教育的认识不断加强，开始意识到培养孩子的国际化视野和全球胜任力是非常重要的一件事情，因此在孩子教育方面纷纷将目光转向了注重能力培养和团队合作精神的国际化教育，很多家长选择将孩子送出国门，因此国际化学校作为众多家长需求发展的产物，应运而生。 本文主要是通过研究M国际学院天津分校的服务营销策略，来寻求其在教育市场中的可持续发展道路，如何让学校在未来走的更远，走的更好，是本文探讨的关键所在。本文通过对国内教育市场的研究，对国内国际化学校竞争对手等研究，制定了针对于M国际学院天津分校的服务营销策略。本文主要分为六个章节，第一章绪论部分从研究背景、意义、内容及方法等维度进行阐述；第二章列举出本篇文章使用到的相关服务营销与营销组合理论；第三章主要对学校营销环境进行阐述，利用PEST、SWOT分析法、波特五力图模型等进行分析得出目前的现状及存在问题；第四章基于第三章内容，得出了学校的市场定位及营销策略；第五章从营销策略实施与保障的角度进行阐述。第六章则提出了本论文的总结与展望。 本论文主要目的在于通过对学校内外部环境等一系列的分析，为学校提供更多元化的服务营销策略及方法，帮助学校从自身实际情况出发，更好的在教育市场上发展壮大，为学校尽一份微薄之力。 关键字：国际化学校；国际化教育；留学；服务营销
英文摘要：	With the rapid development of the world economy, the interaction of the world is getting stronger and stronger, and the factors of production interact rapidly in the linkage. At the same time, the education field is constantly exchanging and flowing talents to meet the requirements of economic development and the changes of globalization. More and more countries are beginning to realize that globalization has played a vital role in their development. The globalization of the world is based on the globalization of national talents. For the whole country, more international talents need to flow in to complete the globalization process. Therefore, the flow of educational resources among the international community has become increasingly frequent, and the talent strategy has changed from the demand for domestic talent to the demand for talent with global competence. As far as China is concerned, from the reform and opening to its entry into the WTO and later becoming the world's second-largest economy, people's income level has undergone earth-shaking changes. More and more parents are constantly strengthening their awareness of education, and they are beginning to realize that it is essential to cultivate their children's international vision and global competence. Therefore, in terms of children's education, they have turned their attention to international education, focusing on ability cultivation and teamwork spirit, and many parents choose to send their children abroad. Therefore, international schools are the product of many parents' needs. This paper mainly studies the service marketing strategy of the Tianjin Branch of M International College to seek its sustainable development path in the education market. The key to this paper is how to make the school go further and better in the future. Through the research on the domestic education market and the competitors of domestic and international schools, this paper formulates the service marketing strategy for the Tianjin Branch of M International College. This paper is divided into six chapters. The first chapter is the introduction, which expounds on the research background, significance, content, and methods. The second chapter lists the related service marketing and marketing combination theory used in this article; The third chapter mainly expounds on the school marketing environment and analyzes the current situation and existing problems using PEST, SWOT analysis, and Porter's Five-Force Model. The fourth chapter, based on the content of the third chapter, draws on the school's market positioning and marketing strategy; The fifth chapter expounds on the implementation and guarantee of the marketing strategy. The sixth chapter puts forward the summary and prospect of this paper. The primary purpose of this paper is to provide the school with more diversified service marketing strategies and methods through a series of analyses of the internal and external environment of the school to help the school to better develop and grow in the education market from its actual situation and make a modest contribution to the school. Keywords: international school; Internationalization education; Studying abroad; Service marketing
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