BH教育集团美国留学市场营销策略研究

发布时间：2018-04-11 11:27

本文选题：市场营销 + 教育营销　；参考：《北京交通大学》2017年硕士论文

【摘要】：随着我国综合国力的提升和居民收入水平的提高,越来越多的学生选择走出国门,以留学生或者交换生的身份参与国际教育交流活动。自费留学群体或已经构成我国出国留学队伍中的主体部分。与此同时,中国的民办高等教育也逐步兴起。民办高校开始在教育产业中间寻找教学质量和教育收益的平衡点。国际联合培养项目作为我国高校促进教育交流、培养形式多样化和吸引生源的方式之一,受到公立高校及民办高校的青睐。在国际联合培养项目在国内自费留学的需求日益增加,以及民办高等院校希望开拓留学市场以增加自身竞争优势的背景下,本文以BH教育投资集团发展美国留学市场为例,探索适合民办高校的国际联合培养方式;运用PEST分析、波特五力模型、STP战略等分析方法,为民办高校开拓海外留学市场提出一些建设性建议;运用4P营销组合策略,帮助民办高校制定合适的市场营销策略。本文研究的核心问题是:民办高校在开拓留学市场时应如何选择目标市场?为了达到民办高校和学生双方收益最大化,该如何对国际联合培养项目进行优化?以及,民办高校该如何吸引生源参与国际联合培养项目?通过对案例进行研究,本文发现:(1)BH教育投资集团应优先考虑将中分中产家庭的生源作为目标生源,同时将以美国公立大学为主的中端本科及以上高校作为目标合作院校。(2)BH教育投资集团应对不同形式的国际联合培养项目予以不同的定位,根据学生与家长的需求分别打造基于留学性价比、外语能力以及文化体验等不同定位的留学项目。(3)BH教育投资集团针对目标留学市场的需求和自身拥有的资源,应设置国际经济与贸易等商科专业作为项目专业、增强学生国外托管服务以及就业咨询服务、并设置合理的激励制度与学费标准来吸引生源。
[Abstract]:With the improvement of our country's comprehensive national strength and the improvement of residents' income level, more and more students choose to go abroad and participate in international educational exchange activities as foreign students or exchange students.Self-funded study abroad group or has formed the main part of our country's study abroad team.At the same time, China's private higher education is also gradually rising.Private colleges and universities began to find a balance between teaching quality and educational income in the education industry.As one of the ways to promote the educational exchange, diversify the training forms and attract students, the international joint training project has been favored by public and private colleges and universities.In the context of the increasing demand of international joint training programs for self-funded study abroad in China and the wish of private colleges and universities to open up the study abroad market in order to increase their own competitive advantages, this paper takes BH Education Investment Group as an example to develop the market for studying abroad in the United States.This paper explores the international joint training methods suitable for private colleges and universities, uses the PEST analysis, Porter's five Force Model and other analysis methods, and puts forward some constructive suggestions for private colleges and universities to open up overseas study abroad market, applies 4P marketing combination strategy, and so on.Help private colleges and universities to formulate appropriate marketing strategies.The core problem of this paper is: how to choose the target market when private colleges and universities open up the market of studying abroad?In order to maximize the benefits of private colleges and students, how to optimize the international joint training projects?And how should private universities attract students to participate in international joint training projects?Through the case study, this paper finds that the education investment group should give priority to the middle class family as the target student source.At the same time, colleges and universities at the middle end and above, which are mainly public universities in the United States, will be regarded as the target cooperative colleges and universities. The education investment group should have different orientations for different forms of international joint training projects.According to the needs of the students and their parents, we will create a study abroad project based on the different orientation of the cost / performance ratio, the foreign language ability and the cultural experience, etc. The group aims at the needs of the target study abroad market and its own resources.It is necessary to set up international economic and trade major as project specialty, strengthen student's overseas trusteeship service and employment consulting service, and set up reasonable incentive system and tuition standard to attract students.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G648.9

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