本文選題：留學(xué)中介機(jī)構(gòu) + 戰(zhàn)略轉(zhuǎn)型��； 參考：《蘭州交通大學(xué)》2016年碩士論文

【摘要】：教育一直都是國(guó)民經(jīng)濟(jì)中的重要戰(zhàn)略手段,國(guó)家國(guó)際地位的提高,有賴于國(guó)民素質(zhì)的提高,有賴于國(guó)家人力資源質(zhì)量的提高,而教育正是提高國(guó)民素質(zhì),提高國(guó)家人力資源力量的必要途徑。而隨著經(jīng)濟(jì)的不斷發(fā)展和全球化風(fēng)暴的影響,我國(guó)的經(jīng)濟(jì)水平得以迅速提升。一方面,在全新的時(shí)代背景下,我國(guó)學(xué)生的視野變得愈發(fā)開(kāi)闊,傳統(tǒng)的教學(xué)已無(wú)法滿足廣大學(xué)生的知識(shí)渴求,所以學(xué)生的求學(xué)途徑也越發(fā)多元化和全球化,在求學(xué)上所花費(fèi)的投資比例愈來(lái)愈大,為了實(shí)現(xiàn)自身的提升和視野的開(kāi)闊,出國(guó)留學(xué)已經(jīng)成為我國(guó)大學(xué)生深造的主要方向之一;另一方面,國(guó)際化和全球化的發(fā)展模式使得傳統(tǒng)的知識(shí)并不能滿足我國(guó)的人才需求,這種發(fā)展模式亟需國(guó)際化的知識(shí)教育,這也迫使了部分學(xué)生想要有較好的發(fā)展規(guī)劃,就會(huì)選擇國(guó)際化的學(xué)習(xí)模式,出國(guó)留學(xué)成為了他們?cè)鰪?qiáng)自身實(shí)力的重要途徑,于是出國(guó)留學(xué)的隊(duì)伍逐漸壯大,我國(guó)的出國(guó)留學(xué)規(guī)模甚至成為了國(guó)際上留學(xué)規(guī)模最大的國(guó)家之一。在這種趨勢(shì)下,留學(xué)中介公司隊(duì)伍得以發(fā)展并不斷壯大起來(lái)。但與此同時(shí),隨著留學(xué)機(jī)構(gòu)的不斷拓展,其中也出現(xiàn)了不少問(wèn)題和缺陷,人們對(duì)于留學(xué)機(jī)構(gòu)的態(tài)度出現(xiàn)了褒貶不一的現(xiàn)象,爭(zhēng)議頗多。針對(duì)種種缺陷和不足,留學(xué)機(jī)構(gòu)應(yīng)積極采取戰(zhàn)略轉(zhuǎn)型,為留學(xué)生提供更好的服務(wù),在激烈的市場(chǎng)競(jìng)爭(zhēng)中取得一席之地。為了緩解留學(xué)機(jī)構(gòu)存在的問(wèn)題和缺陷,本文基于留學(xué)產(chǎn)業(yè)的發(fā)展現(xiàn)狀,針對(duì)留學(xué)中介公司現(xiàn)有的不足,探究留學(xué)中介行業(yè)的發(fā)展趨勢(shì)和為公司制定新的發(fā)展戰(zhàn)略。同時(shí),對(duì)于留學(xué)中介公司來(lái)說(shuō),也是對(duì)留學(xué)市場(chǎng)的探究、對(duì)教育產(chǎn)品的把握、對(duì)服務(wù)理念的改進(jìn),為提高公司的市場(chǎng)占有率做出轉(zhuǎn)型和突破。通過(guò)本論文的分析和研究,厘清了留學(xué)中介行業(yè)的整體發(fā)展趨勢(shì),對(duì)留學(xué)中介行業(yè)做了詳細(xì)的競(jìng)爭(zhēng)態(tài)勢(shì)分析,對(duì)筆者所從事的這個(gè)行業(yè)提出了新的發(fā)展戰(zhàn)略構(gòu)想,對(duì)YG公司的發(fā)展具有重大意義。同時(shí),對(duì)同行來(lái)說(shuō),也起到了借鑒的作用。為此,本文將會(huì)針對(duì)YG公司的運(yùn)營(yíng)特點(diǎn),提出針對(duì)性的轉(zhuǎn)型戰(zhàn)略。本論文從戰(zhàn)略管理的角度,對(duì)YG公司提出了新的戰(zhàn)略目標(biāo),通過(guò)新的戰(zhàn)略的逐步實(shí)施,順利實(shí)現(xiàn)YG公司整體的戰(zhàn)略轉(zhuǎn)型,從而實(shí)現(xiàn)公司的差異化和一體化戰(zhàn)略。通過(guò)研究可發(fā)現(xiàn),YG公司在發(fā)展中存在經(jīng)驗(yàn)不足,目標(biāo)國(guó)家不夠多,營(yíng)銷能力不夠強(qiáng)三個(gè)問(wèn)題。YG公司的優(yōu)勢(shì)主要是服務(wù)態(tài)度以及客戶反饋良好、產(chǎn)品開(kāi)發(fā)能力較強(qiáng);而劣勢(shì)主要體現(xiàn)在品牌知名度較低、宣傳策略不夠多樣化以及經(jīng)驗(yàn)的缺乏。通過(guò)這些分析我們可以得出,促進(jìn)YG公司的轉(zhuǎn)型需要從以下方面入手,需要由原來(lái)單一的中介向提供更多附加服務(wù)的全產(chǎn)業(yè)鏈轉(zhuǎn)變,由原來(lái)的趨同化向差異化轉(zhuǎn)變。而YG公司的戰(zhàn)略實(shí)施則需要從人力資源戰(zhàn)略、品牌戰(zhàn)略、營(yíng)銷策略、財(cái)務(wù)戰(zhàn)略等各方面入手,以保證YG公司發(fā)展戰(zhàn)略的適用性和可行性。
[Abstract]:Education has always been an important strategic means in the national economy. The improvement of the national international status depends on the improvement of the national quality and the improvement of the quality of the national human resources. The necessary ways to improve the strength of national human resources. With the development of economy and the impact of globalization storm, the economic level of our country has been raised rapidly. On the one hand, under the new background of the times, our students' horizons have become wider and wider, and the traditional teaching has been unable to meet the needs of the vast number of students, so the students' ways of studying have become more diversified and globalized. The proportion of investment spent on studying is becoming larger and larger. In order to achieve its own promotion and broaden its horizons, studying abroad has become one of the main directions for our university students to pursue their further studies; on the other hand, The development model of internationalization and globalization makes traditional knowledge can not meet the needs of talents in our country. This kind of development mode urgently needs internationalized knowledge education, which forces some students to have better development plan. They will choose the international learning mode, and studying abroad has become an important way for them to enhance their own strength, so the number of students studying abroad has gradually grown, and the scale of studying abroad in China has even become one of the largest countries in the world. In this trend, the team of study abroad intermediary companies can develop and continue to grow. But at the same time, with the continuous expansion of overseas study institutions, there are also many problems and defects. In allusion to all kinds of defects and shortcomings, the institutions of studying abroad should actively adopt the strategic transformation to provide better service for the overseas students and gain a place in the fierce market competition. In order to alleviate the problems and defects existing in the study abroad organization, this paper, based on the present situation of the development of the study abroad industry, aims at the deficiency of the study abroad intermediary company, probes into the development trend of the study abroad agency industry and formulates the new development strategy for the company. At the same time, for the study abroad intermediary company, it is also the exploration of the study abroad market, the grasp to the education product, the improvement of the service idea, and makes the transformation and the breakthrough in order to increase the company's market share. Through the analysis and research of this paper, the author clarifies the overall development trend of the study abroad intermediary industry, makes a detailed analysis of the competitive situation of the study abroad intermediary industry, and puts forward a new development strategy for the industry engaged in by the author. It is of great significance to the development of YG Company. At the same time, for peers, also played the role of reference. Therefore, this article will aim at YG company's operation characteristic, proposes the pertinence transformation strategy. From the perspective of strategic management, this paper puts forward a new strategic goal for YG Company. Through the implementation of the new strategy step by step, the strategic transformation of YG Company as a whole is realized smoothly, and the differentiation and integration strategy of YG Company is realized. Through the research, we can find that there are three problems: lack of experience in development, insufficient target countries, insufficient marketing ability. YG company's advantages are mainly good service attitude and customer feedback, strong product development ability; But the disadvantage mainly manifests in the brand popularity is low, the propaganda strategy is not enough diversification and the lack of experience. Through these analyses, we can conclude that to promote the transformation of YG Company, we need to start from the following aspects, from the original single intermediary to provide more additional services of the entire industry chain transformation, from the original convergence to differentiation. In order to ensure the applicability and feasibility of YG's development strategy, YG needs to start with human resource strategy, brand strategy, marketing strategy, financial strategy and so on.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F719;F272

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