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论文编号：	14450
作者编号：	2320213718
上传时间：	2023/12/22 16:47:04
中文题目：	LL 学校国际业务的整合营销传播战略研究
英文题目：	A Study on Integrated Marketing Communications Strategy of LL School’s International Operation
指导老师：	申光龍教授
中文关键字：	私立学校；国际业务；整合营销传播；传播渠道；监测与评估
英文关键字：	Private School ； International Operations ； Integrated Marketing Communications；Communication Channels；Monitoring and Evaluation
中文摘要：	伴随 2021 年“双减”政策的坚定落地，教育行业经历了前所未有的大洗牌， 面临市场的风起云涌，当前私立学校国际业务面临着激烈的市场竞争和不断变 化的环境。作为一所追求卓越的私立学校，LL 学校面临着如何有效传达其独特 价值主张以吸引全球范围内的学生和家长的挑战。因此需要构建一种适应性强、 有效的整合营销传播战略。这一战略将有助于提高 LL 学校在国际业务领域的竞 争力，进一步拓展市场份额。本研究旨在探讨 LL 学校国际业务的整合营销传播 战略，以提升其品牌知名度、吸引力和市场份额。研究将借鉴利害关系者理论、 整合营销传播理论等相关概念，通过文献综述和实证研究方法，分析 LL 学校国 际业务的现状、问题以及潜在的发展方向。基于此，本研究提出了适用于 LL 学 校的整合营销传播战略，包括明确目标受众、选择多样化传播渠道、优化传播 内容和建立有效的监测与评估机制。通过系统性的战略规划和实施，LL 学校能 够更好地传递其独特价值主张，树立国际品牌形象，实现可持续的国际业务增 长。 研究内容与研究框架部分，将详细介绍整个研究的逻辑结构。从相关理论 回顾入手，我们将明确各个关键概念的界定，包括高中的国际业务、利害关系 者、营销传播管理者等。接着，通过利害关系者理论和整合营销传播理论，探 究其在 LL 学校国际业务中的应用。本研究将详细分析 LL 学校国际业务的现状 与问题，为后续战略设计提供深刻的问题分析基础上构建 LL 学校国际业务整合 营销传播战略的框架设计。在目标市场和战略定位优化部分，我们将基于整合 营销传播的战略规划体系，确定目标市场和战略定位。接着，在战略管理组织 的优化中，将设计营销传播管理者的组织结构、后勤管理机制，以及管理系统。 最后，在战略模式的构建中，我们将提出 LL 学校国际业务整合营销传播战略的 概念模式、操作模式和应用模式，以实现战略目标。最后，讨论 LL 学校国际业 务整合营销传播战略的实施保障。通过多元化保障体系的利害关系者管理系统 建设，我们将建立内外部利益整合机制、保障营销传播管理者工作、以及实施 绩效评价和改进完善机制。在业务管理部分，我们将强调监测与评估的重要性， 建立监测与评估机制，并通过实际数据进行传播策略的调整和优化。 本研究在探讨 LL 学校国际业务整合营销传播战略的基础上，为该学校制定 有效的市场推广策略提供了指导。通过对问题的深刻分析和理论的综合运用， 本研究旨在为 LL 学校的国际业务发展提供有力支持，进一步提升学校的品牌价 值和市场竞争力。
英文摘要：	With the firm implementation of the "Double Reduction" policy in 2021, the education industry has experienced an unprecedented reshuffle and faces a turbulent market environment. In the current landscape, private schools' international operations are confronted with fierce market competition and an ever-changing backdrop. As an aspiring private institution, LL School confronts the challenge of effectively communicating its unique value proposition to attract students and parents on a global scale. Consequently, the need arises to establish a highly adaptable and effective integrated marketing communication (IMC) strategy. This strategic initiative is poised to enhance LL School's competitive edge in the international education sector and further expand its market share. This study aims to explore the IMC strategy for LL School's international operations to enhance brand recognition, appeal, and market share. The research will draw on concepts such as stakeholder theory, IMC theory, and employ a combination of literature review and empirical research methods to analyze the current status, challenges, and potential directions of LL School's international operations. Based on this foundation, this research proposes an IMC strategy tailored to LL School, encompassing the identification of target audiences, selection of diverse communication channels, optimization of content, and the establishment of effective monitoring and evaluation mechanisms. Through systematic strategic planning and execution, LL School can better communicate its unique value proposition, establish an international brand image, and achieve sustainable growth in international operations. The content and framework of the research will provide an in-depth overview of the logical structure of the entire study. Starting with a review of relevant theories, key concepts such as high school international operations, stakeholders, and marketing communication managers will be precisely defined. Subsequently, the application of stakeholder theory and IMC theory in LL School's international operations will be explored. Following this, a detailed analysis of the current status and issues of LL School's international operations will be presented, providing a profound basis for subsequent strategic design. And develop the framework for LL School's IMC strategy for international operations. In the section on optimizing target markets and strategic positioning, an IMC-based strategic planning system will be employed to determine target markets and positioning strategies. Subsequently, in the optimization of strategic organizational management, the design of organizational structures for marketing communication managers, logistics management mechanisms, and administrative systems will be discussed. Finally, the construction of strategic models will introduce the conceptual, operational, and application models of LL School's IMC strategy for international operations to achieve strategic objectives. The research will delve into the implementation safeguards for LL School's IMC strategy for international operations. Through the establishment of a diversified safeguard system encompassing stakeholder management, internal and external interest integration mechanisms, the protection of marketing communication manager roles, as well as the implementation of performance assessment and improvement mechanisms, LL School's strategic implementation will be supported. In the context of operational management, the importance of monitoring and evaluation will be emphasized, and the establishment of monitoring and evaluation mechanisms, followed by the adjustment and optimization of communication strategies based on empirical data, will be explored. In this study, by exploring LL School's IMC strategy for international operations, aims to provide guidance for the development of effective marketing strategies. Through profound problem analysis and the application of comprehensive theory, this research aspires to offer substantial support for LL School's international business growth, enhancing the institution's brand value and market competitiveness.
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