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论文编号：	14401
作者编号：	2320200308
上传时间：	2023/12/13 16:43:53
中文题目：	新东方教育科技集团留学业务服务营销策略研究
英文题目：	The Research on Strategics of Service Marketing of Business on Overseas Study for New Oriental Co.Ltd.
指导老师：	刘建华
中文关键字：	留学业务;营销策略;服务营销;新东方集团
英文关键字：	Study Abroad Business; Marketing Strategy; Service Marketing; New Oriental Co.Ltd.
中文摘要：	随着我国经济迅猛增长，人民生活水平不断提高，国际交流日益密切，留学人数逐年增加，各种留学代理机构纷纷涌现，成本低廉且利润可观，行业竞争异常激烈。新东方教育科技集团是最早获得教育部认证的留学机构之一，但随着竞争的加剧，中介机构的服务和营销趋同现象日益严重，导致新东方教育科技集团的规模不断扩大，但利润增长乏善可陈。因此，研究如何在当前信息透明度不断提高的情况下，找到更有效的营销策略以获取持续的竞争优势，具有重要意义。 首先，本文探讨了新东方集团留学业务服务市场营销的研究背景以及国内外市场营销发展的现状，并阐明了本研究的必要性。 接着，本文深入解析了STP、7P、PEST、波特五力模型、SWOT分析法等营销理论，为本文的研究提供了良好的理论依据。本论文采用了文献分析法、实例剖析法及问卷调研法。依据市场的PAST分析与波特五力论述，对中国留学生服务的整体大环境及其产业营销进行了深入探究。同时，通过应用SWOT分析工具，本研究进一步挖掘出这些市场条件下的优劣点、机会与威胁。同时，通过调查问卷的方法，本文从7P理论出发，指出了新东方集团留学业务现有营销策略存在的问题。深入探讨后，本研究利用STP理论对新东方集团的留学业务进行了市场分析、目标客户选择和市场定位。同时提出了一系列优化策略，包括产品设计、价格政策、销售渠道、推广策略、员工管理、服务流程规划以及形象展示等各个环节。最后，针对优化方案，提出了保障措施。这对于提升新东方集团留学服务的市场份额具有现实意义，并为其他留学服务公司制定营销策略提供了有益的参考。 本文通过对新东方集团现状与问题进行研究，梳理新东方集团留学业务服务及市场发展，选择制定适合新东方集团的市场营销战略，为新东方集团留学业务服务持续发展奠定基础。
英文摘要：	The number of students studying abroad has been steadily rising, thanks to the swift expansion of China's economy, the steady enhancement of people's living standards and the growing international exchanges. With this trend, various study abroad agencies have emerged one after another, as the industry is fiercely competitive due to low costs and considerable profits. New Oriental Education Technology Group is one of the earliest institutions to obtain certification from the Ministry of Education for studying abroad. As a leader in the industry, the company has always been at the forefront of marketing models and product innovation. However, with the intensification of competition, the convergence of services and marketing among intermediary agencies is becoming increasingly serious, leading to the continuous expansion of New Oriental Education Technology Group's scale, but the growth of profits is not impressive. Therefore, it is of great practical significance to study how to find more effective marketing strategies to obtain sustained competitive advantages in the current unpredictable international situation, decreasing information barriers, continuously improving information transparency, emerging new technologies, and constantly evolving industry patterns. Firstly, this article explores the research background of New Oriental Group's overseas study service marketing and the current status of domestic and international marketing development and clarifies the necessity of this study. Subsequently, this article delved into marketing theories such as STP, 7P, PEST, Porter's Five Forces Model, and SWOT analysis, laying a solid theoretical foundation for this study. This article delves into the macro and industry marketing environment of China's study abroad service industry, utilizing literature analysis, case analysis, and questionnaire survey methods. PEST analysis and Porter's Five Forces theory are utilized to analyze this market landscape, while SWOT analysis is employed to evaluate its advantages, disadvantages, opportunities, and challenges. Meanwhile, through the method of questionnaire survey, this article starts from the 7P theory and points out the problems in the existing marketing strategies of New Oriental Group's overseas study business. Based on the STP theory, New Oriental Group's overseas study business was segmented and its target market selected to determine their positioning. To optimize this, plans were proposed for product strategy, price strategy, channel strategy, promotion strategy, people strategy, service process strategy, and physical evidence strategy. Finally, security measures were proposed for the optimization plan. This has practical significance for increasing the market share of New Oriental Group's study abroad services and provides useful reference for other study abroad service companies to develop marketing strategies. This article conducts research on the current situation and problems of New Oriental Group, sorts out New Oriental Group's overseas study business services and market development, selects and formulates a suitable marketing strategy for New Oriental Group, and lays the foundation for the sustainable development of New Oriental Group's overseas study business services.
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