联系我们

论文查询结果	返回搜索

论文编号：	14424
作者编号：	2320200505
上传时间：	2023/12/15 16:33:21
中文题目：	AL公司留学移民综合服务模式及服务营销策略优化研究
英文题目：	A Study of AL International Education and Immigration Company Customer Integrated Service and Marketing Strategies Optimization
指导老师：	白长虹
中文关键字：	留学移民；综合服务方案；服务营销
英文关键字：	international education and immigration；integrated service plan；marketing
中文摘要：	随着经济的发展和全球化进程的推进，进一步推动着全球范围内“商贸与移民”模式的推广，中国迎来了第三次海外留学移民潮，成员分布在中高端技术人才和掌握部分财富的高净值人群。而这部分人群新的移民需求和相关衍生需求，成为新时期留学移民中介境外服务细分市场的基础。 目前，国内留学移民市场越来越成熟、理性，高净值人群对于留学移民中介服务机构的要求随之增高，一些仅依靠单一签证服务和低价格策略提供服务的留学移民机构已经远远不能满足新时期新形势下客户的需求，尤其是经历了疫情的洗礼，很多服务产品单一、市场占有率较低的留学移民机构随即被淘汰。因此在新时期，伴随着留学移民市场越来越精细化的服务需求，以及留学移民行业更加可持续、规范化的行业发展需求，留学移民领域内的服务营销策略研究，无论是对于客户还是从业公司都具有十分重要的意义。 本文研究的整体思路是，通过作者对留学移民行业现状的分析以及AL留学移民竞争力的分析，为该公司创新制定出符合自身市场定位、符合行业发展的由AL“线性服务”、“面型服务”组成的留学移民综合服务方案，构建出AL会员制服务营销平台，并积极优化其服务营销管理策略，探索找寻一条适合新时期AL留学移民公司发展之路。 写作过程中，作者始终贯彻“理论与实践相结合”的原则，在查阅大量文献资料的同时，结合AL留学移民公司的实际情况进行研究，针对留学移民市场现状及客户需求进行分析，采取定性和定量的技术路线分析，从而为本文研究策略的提出，提供科学合理的依据。
英文摘要：	With the development of economy and the advancement of globalization, the promotion of "business and immigration" model is further promoted globally. China has ushered in the third wave of overseas study and immigration, whose members are distributed among middle and high-end technical talents and high net worth people who hold part of the wealth. The new immigration demand and related derivative demand of this group become the basis of overseas service segmentation market of overseas study and immigration agencies. Currently, the domestic overseas study and immigration market is becoming more mature and rational, and the demand for overseas study and immigration agencies is increasing. Some overseas study and immigration agencies that only rely on single visa service and low price strategy can no longer meet the needs of customers in the new situation and period, especially after the baptism of the epidemic, many similar agencies that has single service products and low market share have been eliminated. With the increasingly segmented and refined service demands of the overseas study and immigration market, and the more sustainable and standardized industrial development demand of the overseas student and immigration industry, the research on the service marketing strategy of the immigration agency field is of great significance to both customers and companies. The overall idea of this study is that through the author's analysis of the status of the overseas study and immigration industry and the analysis of the competitiveness of AL overseas study and immigration industry, the author innovates and develops a comprehensive study abroad and immigration service model composed of "linear service" and "faceted service" of AL, which is in line with its own market positioning and industry development, and builds AL membership service marketing platform and optimize its service marketing management strategy to explore a suitable development path for AL Overseas Study and immigration company in the new era. During the writing process, the author always implements the principle of "combining theory with practice". While consulting a large amount of literature, the author studies the actual situation of the company, analyzes the current situation of the overseas student immigration market and customer needs, and adopts qualitative and quantitative technical route analysis, so as to provide scientific and reasonable basis for the proposal of the research strategy of this paper.
查看全文：	预览  下载(下载需要进行登录)