本文關(guān)鍵詞： 留學(xué)服務(wù) 特許加盟 市場推廣　出處：《遼寧大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：教育服務(wù)行業(yè)在中國經(jīng)濟飛速發(fā)展的今天競爭也日趨激烈,留學(xué)服務(wù)企業(yè)數(shù)量眾多,素質(zhì)良莠不齊。根據(jù)全球貿(mào)易分析及統(tǒng)計,教育服務(wù)占國際服務(wù)貿(mào)易的比重,近年來基本維持5%左右。教育服務(wù)的跨境提供,以多種形式存在,任何一個國家不再是本國教育的唯一提供者。各國開始越來越重視和利用WTO規(guī)則和服務(wù)貿(mào)易自由化政策,為實現(xiàn)本國的發(fā)展目標和利益服務(wù)。參與教育服務(wù)的成員越來越多,規(guī)模也越來越大。教育服務(wù)的質(zhì)量保證,以及如何對達到一定質(zhì)量標準的教育服務(wù)予以認可等新問題,引起越來越多的重視。 正是由于教育服務(wù)項目的屬性,使有形展示、過程管理及流程標準化成為Z公司服務(wù)管理的三大要素。品牌競爭、提高服務(wù)質(zhì)量、提供增值服務(wù)、競爭方式和手段的多樣化及集中化是教育服務(wù)行業(yè)的發(fā)展趨勢。這也成為z公司首要考慮的問題,于是在國內(nèi)首推出教育服務(wù)行業(yè)的特許加盟連鎖概念。 作者將通過本文,對Z公司的營銷模式與經(jīng)驗進行總結(jié)性描述；對Z公司在教育服務(wù)行業(yè)推行特許加盟進行比較分析；總結(jié)出以Z公司對其特許加盟店市場營銷推廣模式,提出對同類企業(yè)的借鑒意義。 并且通過本文,對于Z公司有效的開展市場營銷工作,進行營銷決策,詳細地擬定了一整套的留學(xué)服務(wù)特許加盟市場推廣策略,并提出了實施建議。
[Abstract]:Today, with the rapid development of China's economy, the competition in the education service industry is becoming increasingly fierce. The number of overseas study service enterprises is numerous and the quality is uneven. According to global trade analysis and statistics, education services account for the proportion of international trade in services. In recent years, the basic maintenance is about 5%. The cross-border provision of educational services exists in many forms. Any country is no longer the only provider of education in its own country. Countries begin to pay more and more attention to and make use of the WTO rules and the policies of liberalization of trade in services. In order to serve the development goals and interests of the country... the number and scale of educational services is increasing, and the quality assurance of educational services and the recognition of educational services that meet certain quality standards are emerging issues, Draw more and more attention. It is precisely because of the attributes of educational service items that the visible display, process management and process standardization become the three key elements of Z Company's service management: brand competition, improvement of service quality, and provision of value-added services. The diversification and centralization of competitive ways and means is the development trend of educational service industry, which has become the primary consideration of Z Company, so it is the first time to introduce the concept of franchising chain in education service industry in China. The author will summarize the marketing model and experience of Z Company through this article; compare and analyze Z Company to carry out franchise in educational service industry; summarize the marketing promotion mode of Z Company to its franchise store. The paper puts forward the reference significance to the similar enterprises. And through this article, for Z company to carry out the marketing work effectively, carries on the marketing decision, has drawn up a whole set of study abroad service franchise to join the market promotion strategy in detail, and has put forward the implementation proposal.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G648.9;F719

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相關(guān)期刊論文 前1條

1 楊興國;;品牌經(jīng)營 眼光要長遠[J];連鎖特許;2009年03期

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本文編號：1548484