I 摘要 教育是一个国家的立国之本，随着中国经济的发展，国民收入的提高，社会的全 球化程度不断加深，人们对出国留学的需求日益增强，因此涌现出大量的出国留学的 中介服务机构，这些机构的竞争越来越激烈，所以就引发了一些相关问题，那么如何 在新的时代背景之下，接受外部环境带给我们的机遇与挑战，更好的提高留学中介机 构的服务水平，从而提升其的竞争力，是出国留学中介机构值得重视的问题。 本文在服务营销组合理论的指导下，以初创企业HQ公司为研究对象，通过分析 HQ公司的营销环境，针对其所处的市场现状，发现它存在的问题，并提出服务营销 过程中相应采取的对策。本论文共分为七大章节。第一章主要介绍了该论文的研究背 景，研究目的和意义，研究综述，研究内容及思路，研究背景主要概况为两点，其一 是自费留学人数创历史新高，其二是政策支持自费留学服务机构。本文的研究目的是 为了将该论文的理论和实践相结合，研究意义在于将自己的初创公司做大做强，形成 HQ公司的一套适合自己的服务营销体系。研究综述从国际和国内的视野来阐述HQ 公司所使用的7P服务营销策略，制定了论文基本框架，同时也在此基础上阐述了该 论文所采用的研究方法。第二章介绍服务营销相关理论知识，介绍了服务营销的定义， 服务营销7P组合理论，以及服务营销对企业管理的意义。第三章对HQ公司所处营 销环境分析进行分析，介绍了公司目前的服务营销现状，以及营销过程中出现的问题 并对问题进行了成因分析。第四章介绍了HQ公司的营销环境，分别对HQ公司所 处的市场政治环境，经济环境，社会环境，科技环境进行了分析，对行业也做了分析， 还有竞争分析，最后分析了HQ公司的优势、劣势、机会和威胁，第五章主要围绕 HQ公司的市场分析，分析了消费者行为、目标客户、目的国等。第六章介绍了HQ 公司的长期目标和短期目标，同时也在前几章分析的基础上形成了HQ公司所采取的 服务营销策略，第七章为结论与展望。本文通过深入的调查与分析，指出HQ公司进 一步所要采取的服务营销手段。 本文旨在对日益激烈的留学市场环境竞争加剧的条件下，为新型的留学服务类公 司的营销管理起到了一定的作用，也能够提供一个借鉴的意义。 关键词： 海外教育 留学机构 服务营销 策略 Abstract Abstract Education is the foundation of a country. With the development of China's economy, the improvement of national income, the increasing degree of globalization of society, and the increasing demand for studying abroad, then there has been a large number of intermediary service agencies studying abroad. The competition in these institutions is becoming more and more fierce, so it has caused some related problems. How to accept the opportunities and challenges brought by the external environment in the new era, improve our service level, and enhance our competitiveness, which is an issue worthy of attention for overseas study agencies. Under the guidance of the service marketing strategy theory, this paper takes the startup HQ corporation as the research object,analyzes the marketing environment of HQ firm, finds out the problems existing in the market situation, and at the same time proposes corresponding countermeasures for service marketing process. The first chapter mainly introduces the research background, research purpose and significance, research summary, research content and ideas of the thesis. The main background of the research background have two parts. One is that the number of self-funded students has reached a high quatity, and another is that the government policy supports self-funded service agency. The research purpose of this article is to combine the theory and practice of this thesis. The significance of the research lies in making my own start-up company bigger and stronger, and forming a service marketing system suitable for you in HQ company. The research review expounds the 7P service marketing strategy used by HQ companies from an international and domestic perspective, formulates the basic framework of thesis, and also elaborates the research methods used in this thesis. The second chapter introduces the relevant theoretical knowledge of service marketing, introduces the definition of service marketing, the 7P combination theory of service marketing, and the significance of service marketing to business management. The third chapter analyzes the marketing environment analysis of HQ company, introduces the company's current service marketing status, and introduces problems in the marketing process and analyzes the causes of the problems. The fourth chapter introduces the marketing environment of HQ company. It analyzes political environment, economic environment, social environment, and technological environment of HQ company. It also analyzes the industry and competition analysis. Finally, it tells HQ company's strengths, weaknesses, opportunities, and threats. The Chapter 5 focuses on the market analysis of HQ companies, analyzing consumer behavior, target customers, and destination countries. The sixth chapter introduces the long-term goals and short-term goals of HQ company, and also forms the Abstract III service marketing strategy adopted by HQ companies based on the analysis in the previous chapters, The seventh chapter is about conclusions and prospects. Through in-depth investigation and analysis, this paper points out the service marketing tools that HQ Company should take into further consideration. The purpose of this paper is to play a certain role in the marketing management of the new type of study abroad service companies under the conditions of increasing competition in the environment of studying abroad. It can also provide a reference. Keywords: overseas education，study abroad institution，service marketing, strategy 目录 IV 目 录 摘要 .................................................................... I ABSTRACT ................................................................ II 目 录 ................................................................... IV 第1章 绪论 .............................................................. 1 1.1研究背景 ............................................................ 1 1.2研究目的和意义 ...................................................... 2 1.3研究综述 ............................................................ 3 1.4研究内容及思路 ...................................................... 5 1.5论文框架与方法 ...................................................... 5 第2章 服务营销相关理论 .................................................. 7 2.1服务营销定义 ........................................................ 7 2.2服务营销组合理论 .................................................... 7 2.3服务营销对企业管理的意义 ........................................... 10 第3章 HQ公司服务营销现状分析 ........................................... 11 3.1公司概况 ........................................................... 11 3.2公司现有资源分析 ................................................... 12 3.3 HQ公司服务营销现状及问题成因 ..................................... 14 第4章 HQ公司营销环境分析 ............................................... 17 4.1 PEST分析 ......................................................... 17 4.2行业分析 ........................................................... 19 4.3竞争分析 ........................................................... 24 4.4 HQ公司的SWOT分析 ................................................ 31 第5章 HQ公司市场分析 .................................................. 33 5.1客户层次等级分析 ................................................... 33 5.2目的国市场分析 ..................................................... 34 5.3目标客户分析 ....................................................... 36 5.4 HQ公司目标客户定位 ............................................... 39 目 录 V 第6章 HQ公司服务营销策略 .............................................. 41 6.1营销目标 ........................................................... 41 6.2 服务营销组合策略 ................................................... 42 6.2.1服务产品策略 ................................................... 43 6.2.2定价策略 ....................................................... 44 6.2.3分销策略 ....................................................... 47 6.2.4促销策略 ....................................................... 47 6.2.5人员策略 .............................................