黑龙江大学硕士学位论文
Abstract
With the integration of global economy and the overall increase of Chinese family
income, the conflict between the demand of Chinese parents for high-quality education
and the few top education resources in China is becoming more and more obvious, and
studying abroad has become an important choice for more and more families. Since the
reform and opening up, the national Ministry of Education issued a favorable policy to
study abroad at one's own expense, so that the number of domestic study abroad
companies showed a linear growth. But with the fierce competition in the domestic
market, it brings great challenges to many enterprises. At the same time, the outbreak of
the epidemic made parents question the safety of studying abroad, and a large number
of parents chose to wait and see. During the epidemic, the performance of overseas
study companies showed a precipitous decline. Therefore, it is an urgent problem to
help COMPANY J comprehensively analyze the existing problems, combine market
demand and future trend, effectively optimize the design of marketing strategy and
safeguard measures, and accelerate the development of company J.
Taking J Overseas Study Service Company as the research object, to briefly clarify
its research significance and related background, and based on the relevant academic
research results at home and abroad.The introduction of relevant theories provides
theoretical basis and support for the research of this paper. Secondly, it analyzes the
development and business situation of J Overseas Study Service Company, and
summarizes the existing problems and causes of the company's marketing strategy. In
addition, the external environment and internal environment of J Overseas Study
Service Company are comprehensively discussed. Finally, combined with the target
market analysis of J Overseas Study Service Company, the marketing strategy of
optimized online and offline integration of mixed business was proposed, and the
scheme to ensure the implementation of marketing strategy was put forward. It provides
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Abstract
a basis for the sustainable development of J Overseas study Service Company and a
reference for similar marketing strategies.
Key words: Overseas study company; Marketing Strategy; Mixed marketings;
The network marketing
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黑龙江大学硕士学位论文
目录
中文摘要........................................................................................................................... I
Abstract...........................................................................................................................II
绪论...................................................................................................................................1
一、研究背景............................................................................................................1
二、研究目的与意义................................................................................................1
（一）研究目的.................................................................................................1
（二）研究意义.................................................................................................2
三、国内外研究现状................................................................................................4
（一）国外研究现状.........................................................................................4
（二）国内研究现状.........................................................................................5
（三）国内外研究评述.....................................................................................7
四、研究的主要内容和研究方法............................................................................7
（一）主要的研究内容.....................................................................................7
（二）研究方法.................................................................................................8
第一章相关基本理论概述...........................................................................................10
第一节相关概念界定............................................................................................10
一、留学中介的定义.......................................................................................10
二、混合业务的概念界定...............................................................................10
第二节市场营销组合策略理论............................................................................11
一、4P理论......................................................................................................11
二、4C理论.....................................................................................................12
三、7P理论..................................................................................................... 13
第三节网络营销相关理论....................................................................................13
一、网络营销的含义及特点...........................................................................13
二、网络营销的主要方式...............................................................................15
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