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论文编号：	2733
作者编号：	2120082391
上传时间：	2010/11/26 17:51:10
中文题目：	天津ACES中心市场营销战略及实施研究
英文题目：	The Research of Tianjin ACES Center Marketing Strategy and Implementation
指导老师：	刘建华
中文关键字：	赴美留学,服务营销,营销战略,ACES中心
英文关键字：	Studying in America,Service Marketing,Marketing Strategy,ACES Center
中文摘要：	近几年来，随着人们生活水平的提高，渴望去国外增长见识，开阔眼界的需求也日趋增强，从而导致出国留学的人数持续不断的增长。中美留学市场正面临着巨大的发展机遇，但同时竞争也是越来越激烈的,因此,市场呼吁大量拥有专业知识人员的赴美留学机构的出现。分析其原因，不仅是因为人们生活水平有所提高，高收入家庭的增多，更是由于中国家长对子女教育观念的转变，在家庭经济条件允许的情况下，送自己的子女去国外接受教育已经成为家长的首选，这样可以使孩子能够开阔眼界，增长见识。以上因素使我国赴美留学市场出现了勃勃生机，从而使得众多企业也纷纷进入到这一行业中。但当前，“大市场、小作坊”的现象在整个赴美留学市场比较突出，其行业规范也不完善，所提供的产品同质化现象极为严重，行业发展面临着严峻的考验；但机遇与风险同在，因此，对赴美留学市场的研究也就成为了企业界和学术界所面临的新课题。 本文以美中文化交流中心—— AMERICA CHINA EXCHANGE SOCIETY （后简称 ACES中心 )为例，从市场营销的角度对天津赴美留学市场进行了专门研究，并通过对与本文相关的理论的回顾，从目前天津ACES中心的市场现状出发，应用PEST、SWOT等分析模型，对天津赴美留学市场的行业特征、市场需求及所面临的机会与威胁等环境因素进行了深入地分析和研究，通过对天津赴美留学市场的STP策略分析，结合波特的竞争战略管理理论及传统市场营销组合、服务市场营销组合中的理论，提出了天津ACES中心的市场营销战略及其具体的实施策略。 该论文从理论与实践相结合的角度，以天津赴美留学市场为研究对象，对天津ACES中心赴美留学的市场营销战略进行了深入的研究与分析，最终提出了颇有操作性的具体的实施策略，希望能对有关赴美留学市场的发展有所帮助和启发。
英文摘要：	In recent years, with people's living standards, the desire to open one’s outlook and broaden mind in foreign countries, the number of people studying abroad is increasing steadily. The field of studying in America will meet a huge opportunity. The demand of cooperation between China and America makes the number scale of studying to America increase rapidly and the studying abroad market compete fiercely so that it needs service organizations with a large number of specialists. The reason for this, it’s not only because of the improvement of people’s living standards and the increasing number of families with high salary, but also because of the view change of parents, they hope their children to get education abroad to broaden mind and open outlook. All these factors above make our studying America market energetic and vital. Many companies are entering into this field. At present, in the studying abroad market the phenomenon of "big market, small workshops" is obvious, the industry standard is not strong and almost all companies offer similar products so that the development of industry is facing a severe challenge; but the opportunities and risks associated together, so the research of this market has become the business and academic circle’ new problem. On this paper, take America China Exchange Society (ACES) as an example, from a marketing point of view, do marketing researches on Tianjin studying to America field. It is on the basis of relevant theories, from current market status of Tianjin ACES, use PEST, SWOT analysis model, discuss and study the market characteristics, market demand, opportunities and threats and other environmental factors of Tianjin studying to America field. Through STP analysis, Porter’s competition strategy management and the 7P’s service marketing mix, identify market segment, select target market and finally find out the Tianjin ACES marketing strategy and implementation. One innovation is that from the view of the combination between theory and practice, take Tianjin studying to America field as the market research object, do research on Tianjin ACES marketing strategy, and show the operational Implementation of the proposals. Hope it can bring benefits to this market and related markets.
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