本文選題：市場營銷 + 教育營銷　； 參考：《北京交通大學(xué)》2017年碩士論文

【摘要】：隨著我國綜合國力的提升和居民收入水平的提高,越來越多的學(xué)生選擇走出國門,以留學(xué)生或者交換生的身份參與國際教育交流活動。自費(fèi)留學(xué)群體或已經(jīng)構(gòu)成我國出國留學(xué)隊(duì)伍中的主體部分。與此同時,中國的民辦高等教育也逐步興起。民辦高校開始在教育產(chǎn)業(yè)中間尋找教學(xué)質(zhì)量和教育收益的平衡點(diǎn)。國際聯(lián)合培養(yǎng)項(xiàng)目作為我國高校促進(jìn)教育交流、培養(yǎng)形式多樣化和吸引生源的方式之一,受到公立高校及民辦高校的青睞。在國際聯(lián)合培養(yǎng)項(xiàng)目在國內(nèi)自費(fèi)留學(xué)的需求日益增加,以及民辦高等院校希望開拓留學(xué)市場以增加自身競爭優(yōu)勢的背景下,本文以BH教育投資集團(tuán)發(fā)展美國留學(xué)市場為例,探索適合民辦高校的國際聯(lián)合培養(yǎng)方式;運(yùn)用PEST分析、波特五力模型、STP戰(zhàn)略等分析方法,為民辦高校開拓海外留學(xué)市場提出一些建設(shè)性建議;運(yùn)用4P營銷組合策略,幫助民辦高校制定合適的市場營銷策略。本文研究的核心問題是:民辦高校在開拓留學(xué)市場時應(yīng)如何選擇目標(biāo)市場?為了達(dá)到民辦高校和學(xué)生雙方收益最大化,該如何對國際聯(lián)合培養(yǎng)項(xiàng)目進(jìn)行優(yōu)化?以及,民辦高校該如何吸引生源參與國際聯(lián)合培養(yǎng)項(xiàng)目?通過對案例進(jìn)行研究,本文發(fā)現(xiàn):(1)BH教育投資集團(tuán)應(yīng)優(yōu)先考慮將中分中產(chǎn)家庭的生源作為目標(biāo)生源,同時將以美國公立大學(xué)為主的中端本科及以上高校作為目標(biāo)合作院校。(2)BH教育投資集團(tuán)應(yīng)對不同形式的國際聯(lián)合培養(yǎng)項(xiàng)目予以不同的定位,根據(jù)學(xué)生與家長的需求分別打造基于留學(xué)性價比、外語能力以及文化體驗(yàn)等不同定位的留學(xué)項(xiàng)目。(3)BH教育投資集團(tuán)針對目標(biāo)留學(xué)市場的需求和自身擁有的資源,應(yīng)設(shè)置國際經(jīng)濟(jì)與貿(mào)易等商科專業(yè)作為項(xiàng)目專業(yè)、增強(qiáng)學(xué)生國外托管服務(wù)以及就業(yè)咨詢服務(wù)、并設(shè)置合理的激勵制度與學(xué)費(fèi)標(biāo)準(zhǔn)來吸引生源。
[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.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G648.9

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