摘 要

自改革开放以来，在经济全球化助推下，中国经济持续稳步增长，社会各领域发展强势，由此也引发了中国教育市场的大幅提升和不断完善，在“支持国外留学，鼓励回国，来和去自由，发挥政府的作用”的研究政策指导下，中国对外交流得到了一个质的飞跃。此外，经济实力的增长也使得越来越多的家庭，逐步为子女选择更广泛而更多样的教育方式，中国的留学教育发展由此也在近年中呈现阶梯上升趋势，而这个趋势也将持续下去。留学需求的不断扩大，使得各类留学机构近年来从数量到质量上都呈现了质的进步。近几十年来，在激烈的市场竞争下，中国也发展出了一批批与之相适应的留学服务机构。

然而由于国家政策的不健全以及留学教育市场发展的不完善，留学机构的发展还存在着很多可见与不可见的问题。作为一个未来将会蓬勃发展并充满各种可能性的服务市场，十分有必要去研究其营销市场发展中的经营模式，并发现市场不完善下可能存在的问题，对此尽早得做出改善。在此基础上，笔者将结合当下营销策略的热点，提出完善并可行的新的营销策略。本文将结合分析南京当前留学市场现状，并以中国当前发展规模较大的传统留学机构---XT国际教育集团为例，分析其市场环境及营销策略等，并提出建设性的营销策略，以期为留学机构的未来发展给提出具有参考价值的可行性建议。

关键词：留学机构；营销策略；服务；关系；

Study on Marketing Strategies of XT International Educational Group

ABSTRACT

Since the policy of reform and opening to the outside world, china made its economy growing in a rapid way , especially in the development of the global economy . Every field of our society develop aggressively, which promotes the substantial improvement and continuous advancement of the Chinese educational market. Under the guidance of the policies, such as supporting to study abroad ,encouraging return, coming and going, playing the role, Chinese talents has brought a huge leap in the foreign communication. Furthermore, by the influence of the ever-growing economy , in china , there is a growing number of families are tend to choose the wider and deeper educational methods. Thus these all bring a tremendous increasing trend in the development of Chinese studying abroad. Account for the continuous expanding demand of studying abroad, which brings a noticeable progress in both the quality and the quantity of different sorts of the overseas education agencies.

However , according to the incomplete polities and regulations , along with the immature development of studying abroad educational market, there remains some visible and invisible problems. As one of which could boom and have a variety of possibilities in the future markets, it is quite necessary to make research in its marking modes and find out the potential issues when it is set under the incomplete market ,then develop an improvement as soon as possible. Based on the current hotspot and point out he practical marking methods. Therefore , this dissertation will make the analysis on Nanjing present situation of studying abroad as the background, followed by make the XT international educational group which has become one of the large traditional Overseas Education Consulting Corporations in China as an example ,to analysis and figure out a constructive strategy , then make a worth referencing suggestions for these Corporations in the coming future.

Key words：Overseas Consulting Corporation；marketing strategies ；relationship；service

目 录

1 前言 1

1.1研究背景 1

1.2研究目的及意义 2

1.3国内外文献综述 2

1.4研究内容与方法 3

2 XT国际教育集团的营销环境SWOT分析 5

2.1 XT教育集团营销优势分析 5

2.2 XT教育集团营销劣势分析 6

2.3 XT教育集团营销机会分析 7

2.4 XT教育集团营销威胁分析 8

3 XT国际教育集团营销策略选择与创新 10

3.1营销策略目标 10

3.2营销4Ps新策略选择 12

3.2.1 产品策略 12

3.2.2定价策略 14

3.2.3促销策略 15

3.2.4渠道策略 16

3.3关系营销策略 17

4 XT国际教育集团营销策略实施保障 19

4.1加强服务系统的建设 19

4.2加强企业人力资源管理 19

4.3加强公司的企业文化建设 20

结 论 21

致 谢 22

参考文献 23

1 前言

1.1研究背景

自改革开放以来，随着全球经济一体化不断加强，国民意识快速转变，我国法规政策不断完善，以及社会对终生教育观念的倡导，我国人才在对外交流方面获得极大提升和改善。纵观中国的留学市场，我国家庭收入相比过去有着大幅增长，越来越多的家庭愿意为子女选择留学这种教育方式，这也推动了近年来我国留学需求的大幅增长，相比2009年我国出国留学总人数的22.18万人，到2013年这一数据已大幅攀升至41.39万人，而截止刚过去的2015年，我国留学生总数增加到了五十万，数据达到52.37万人，其中，自费留学则占到约92%的48.18万人，俨然自费留学已成为留学需求的主力军。

图1.1 2008-2015年中国出国留学总人数