近年来，伴随互联网技术的飞速发展，留学市场不断涌现出以互联网+模式运 营的服务机构。与传统留学服务机构不同，它们依托互联网将繁琐的留学 业务标 准化和精简化，同时突破了时间和空间的限制，使得服务变得便捷高效和公开可 靠。由于互联网直击传统留学服务痛点，互联网+的留学服务机构迅速在市场上发 展壮大 。然而随着互联网红利的消退，机构间的产品逐渐同质化、相互抄袭的现 象也逐渐增多，互联网+留学服务公司面临行业竞争加剧，业绩增长缓慢等问题。 在市场竞争越演越烈的 大环境下，留学服务机构面临的一个巨大难题是如何通过 制定合理的营销策略来保持和提高市场份额。 本文的研究对象A留学服务公司是国内较早运营互联网+平台的线上留学服 务 机构。近几年，A公司也面临发展增速放缓、盈利压力增加、产品与用户需求有效 匹配困难等问题。在日益激烈的市场竞争环境下，A留学服务公司必须顺应市场趋 势，优化目 标市场定位，制定合理的营销策略，提高市场占有率。 首先，本文介绍了A留学服务公司市场营销的研究背景、国内外市场营销发 展的现状，并阐述了本文研究的必要性。其次， 本文阐述了4Ps、7Ps、PEST、波 特五力分析、SWOT分析等营销理论，奠定了本文研究的理论基石。文中使用的研 究方法主要有文献分析法、案例分析法、归纳总结法及实地调查 法。文章以市场 营销的相关理论为基础，分析了我国留学服务行业的宏观和微观营销环境，相应 市场环境中存在的机遇及挑战，并对A公司的目标市场趋势进行研究，指出了A 公 司现有营销策略所存在的问题和产生这些问题的原因，进而结合7Ps给出了包 含产品策略、价格策略、渠道策略、促销策略、人员策略、流程控制策略、有形 展示策略等方面的优 化方案，对提升A留学服务公司的市场份额有较好的现实意 义，也能给其它留学服务公司营销策略的制定提供参考。 本文的研究结论如下：第一，企业的健康发展离不开科学的营 销理论的指导。 第二，A留学服务公司的营销问题主要是市场定位守旧、产品单一、定价不科学、 渠道薄弱等。第三，A留学服务公司应该审时度势，根据市场动态需求，开发多 元 化产品线，实施有效的营销策略，与时俱进。 关键词：市场营销； 留学服务； 互联网； 7Ps策略 II Abstract In recent years, with the accelerated evolution of Internet Technology, the overseas study service institutions of Internet Plus mode have been emerging in the market. Different from traditional institutions, they rely on the Internet to standardize and simplify the tedious overseas study business and break through the time and space constraints, making the service convenient, powerful, open and dependable. As the Internet has directly hit the pain point of traditional overseas study service, overseas study service institutions of Internet Plus mode have rapidly developed and grown in the market. However, with the fading of Internet dividend, technology homogenization and mutual duplication among institutions are also gradually increasing. Internet Plus overseas service companies are faced with intensified industry competition and slow growth. In the context of intense market competition, a huge problem that overseas study service agencies facing is how to maintain and increase market share through formulating reasonable marketing strategies. The research target of this paper, A oversea education company, is one of the earliest online study abroad education institutions operating Internet Plus platform in China. In recent years, Company A has also been faced with problems such as slowing growth rate, increasing profit pressure, and difficulties in effectively matching products with user demands. In the increasingly fierce market competition environment, Company A must comply with the market trend, formulate reasonable marketing strategies and improve its market share. Firstly, the paper expounds the marketing research background of Company A, the development status of marketing both at home and abroad, and the necessity of this research. Secondly, the marketing theories such as 4Ps, PEST, Porter's five Forces analysis and SWOT analysis are stated, which lays a theoretical basis for this research. This paper adopted the literature analysis, case analysis, investigation and induction. This research applies marketing theory study to analyze China's overseas study industry marketing environment, the opportunities, and the challenges exist in the market environment and the target market of Company A, point out the problems existing in the company on the market marketing strategy and the relate reasons, and then gives a detailed marketing plan optimization suggestions from product, price, channel and promotion four aspects, and puts forward the safeguard measures on the implementation of marketing strategy. The marketing strategies and safeguard measures proposed in this paper are operable, which have practical significance for improving the market share of Company A, and also provide references for other overseas study companies to make marketing strategies. The conclusion of this paper are: first, scientific marketing theory is of great significance to guide the development of enterprises. Second, marketing problems of Company A mainly include old marketing positioning, conservative products, single price and weak offline channels. Third, Company A should evaluate the situation, develop diversified product lines, implement effective marketing strategies and keep III pace with the times according to the dynamic market demand. Key- words: Marketing; Overseas Study Service; Internet; 7Ps Strategy IV 目录 摘要 ................... I Abstract .................. II 第1章 引言 ............ 1 1.1 研究的背景和意义 .................. 1 1.1.1 选题的背景 .................. 1 1.1.2 研究的意义 .................. 1 1.2 研究目的 .. 2 1.3 国内外研究综 述...................... 2 1.3.1 国外研究现状 .............. 2 1.3.2 国内研究现状 .............. 3 1.3.3 文献评述...................... 4 1.4 研究内容及方 法...................... 4 1.4.1 研究内容...................... 4 1.4.2 研究方法...................... 5 1.5 技术路线图 ............................. 5 第2章 相关概念和理论........................ 7 2.1 相关概念 .. 7 2.1.1 市场营销的定义 .......... 7 2.1.2 市场营销的种类 .......... 7 2.2 相关理论 .. 8 2.2.1 4Ps理 论....................... 8 2.2.2 4Cs理论....................... 8 2.2.3 7Ps理论....................... 8 2.2.4 PEST分析法 ................. 9 2.2.5 波特五力 分析 ............ 10 2.2.6 SWOT分析法 ............... 11 第3章 A留学服务公司市场营销现状 .............................. 12 3.1 A留学服务公司简介 ............. 12 3.1.1 A留学服务公司概况 . 12 3.1.2 A留学服务公司业务范畴 ........................ 12 3.2 A留学服务公司市场营销环境分析 .................... 13 3.2.1 PEST分析 ................... 13 3.2.2 波特五力分析 ............ 16 3.3 A留学服务公司营销策略现状 ............................ 17 3.3.1 产品策略现状 ............ 17 3.3.2 价格策略现状 ............ 18 3.3.3 渠道策略现状 ............ 19 3.3.4 促销策略现状 ............ 19 3.3.5 人员策略现状 ............ 20 3.3.6 过程控制策略现状 .... 20 3.3.7 有形展示策略现状 .... 20 V 3.4 A留学服务公司营销SWOT分析 .......................... 21 3.5 A留学服务公司市场营销现状分析 结论 ............ 23 第4章 A留学服务公司营销问题和原因分析 .................. 24 4.1 营销问题分析........................ 24 4.1.1 产品策略问题 ............ 24 4.1.2 定价策略问题 ............ 25 4.1.3 渠道策略问题 ............ 26 4.1.4 促销策略问题 ............ 26 4.1.5 人员策略问题 ............ 27 4.1.6 流程控制 策略问题 .... 27 4.1.7 有形展示策略问题 .... 28 4.2 营销问题原因........................ 28 4.2.1 市场定位小众 ............ 28 4.2.2 定价不合理 ................ 28 4.2.3 营销渠道薄弱 ............ 28 4.2.4 促销方式守旧 ............ 29 4.2.5 管理制度不完善 ........ 29 第5章 A留学服务公司的目标市场分析 .......................... 30 5.1 数据来源 30 5.2 目标市场趋势分析 ................ 31 5.2.1 意向留学群体特征 .... 31 5.2.2 意向家庭特征 ............ 35 5.2.3 意向留学的时间 ........ 36 5.2.4 意向就读的阶段 ........ 37 5.2.5 意向就读的国家/地区和专业 ................. 38 5.2.6 背景提升、文书指导需求度逐年上升 ... 40 5.3 确定市场定位........................ 41 第6章 A留学服务公司市场营销策略方案 ...................... 42 6.1 完善产