如今,中國的來華留學(xué)生教育已發(fā)生了巨大的變化。當(dāng)前我國的來華留學(xué)教育已轉(zhuǎn)向內(nèi)涵式發(fā)展。來華留學(xué)教育“提質(zhì)增效”要求的提出,是我國從“教育大國”向“教育強國”轉(zhuǎn)型的必由之路,也是時代使命。伴隨著全國各高校接收來華留學(xué)生的數(shù)量和規(guī)模不斷增加擴大,行業(yè)內(nèi)生源爭奪的愈發(fā)激烈,傳統(tǒng)的營銷方式已不能滿足市場環(huán)境與營銷規(guī)則的變化,品牌營銷逐漸被廣為運用到來華留學(xué)教育領(lǐng)域當(dāng)中來,為現(xiàn)代來華留學(xué)教育發(fā)展的提供了新的營銷思路,是高校在激烈的市場競爭中爭取資源、提高競爭力以及在長足發(fā)展中永葆實力的關(guān)鍵,但同時也存在不足之處。本文的研究案例——廣東外語外貿(mào)大學(xué)正是在來華留學(xué)教育項目品牌營銷策略中存在一些亟待解決的問題。廣東外語外貿(mào)大學(xué)是一所國際化特色鮮明的大學(xué),其來華留學(xué)教育項目品牌營銷已初步取得了一定的成績,在廣東省內(nèi)乃至全國的來華留學(xué)教育行業(yè)內(nèi)有一定的知名度和保持著良好的發(fā)展勢頭。然而,廣東外語外貿(mào)大學(xué)在開展來華留學(xué)教育項目品牌營銷策略的過程中仍有存在不足,如:品牌定位不清、品牌設(shè)計有待加、品牌傳播有待凝練、品牌維護及品牌追蹤研究亟需健全等問題。本文通過對世界留學(xué)教育以及中國來華留學(xué)教育的品牌營銷現(xiàn)狀的研... 

【文章來源】：廣東外語外貿(mào)大學(xué)廣東省

【文章頁數(shù)】：86 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
ChapterⅠ Introduction
    1.1 Research Background
    1.2 Research Objectives and Research Significance
        1.2.1 Research Objectives
        1.2.2 Research Significance
    1.3 Research Methodology
        1.3.1 Literature Research
        1.3.2 Combination of Qualitative and Quantitative Analysis
        1.3.3 Comparative Analysis
        1.3.4 Case Analysis
        1.3.5 Questionnaire Survey
    1.4 Thesis Writing Technical Route
ChapterⅡ Literature Reviews
    2.1 Definitions of International Education,International Student,International Student Studying in China and Education for International Student Studying in China
        2.1.1 International Education（Study Abroad）and International Student（Overseas Student/Foreign Student）
        2.1.2 International Student Studying in China
        2.1.3 Education for International Student Studying in China
    2.2 Relevant Theories of Brand Marketing
        2.2.1 The Definition of Brand
        2.2.2 The Components of a Brand
        2.2.3 Brand Marketing
        2.2.4 Brand Marketing of Higher Education
    2.3 The Research Status Quo of Brand Marketing Strategy of International Education around the World and in China
ChapterⅢ Case Description
    3.1 Brief Introduction of GDUFS
        3.1.1 The Structure and Features of GDUFS
        3.1.2 The Status Quo of the Education for International Students at GDUFS
    3.2.The Status Quo of Education for International Students Studying in China
    3.3 The Status Quo of Brand Marketing Strategy of Education for International Students Studying in China
    3.4 The Status Quo of GDUFS’s Brand Marketing Strategy of Programs of Education for International Students Studying in China
        3.4.1 Brand Elements
        3.4.2 Brand Awareness
    3.5 The Existing Problems in Brand Marketing Strategy of Programs of Education for International Students at GDUFS
        3.5.1 Ambiguous Brand Positioning
        3.5.2 Weak Brand Design
        3.5.3 Inefficient Brand Communication
        3.5.4 Lack of Brand Maintenance
ChapterⅣ Case Analysis
    4.1 External Cause Analysis
    4.2 The Analysis of GDUFS’s Competitors
    4.3 Internal Cause Analysis
        4.3.1 GDUFS’s Current Market Segmentation,Targeting and Positioning of Programs of Education for International Students
        4.3.2 Indistinct Core Competitiveness of GDUFS’s Brand Marketing Strategy of Programs of Education for International Students
        4.3.3 GDUFS’s Current Brand Communication and Marketing Strategies Mix of Programs of Education for International Students
        4.3.4 Failure of GDUFS’s Brand Maintenance of Programs of Education for International Students
ChapterⅤ The Optimized Brand Marketing Strategies of GDUFS’s Programs of Education for International Students
    5.1 GDUFS’s Re-Market Segmentation,Targeting and Positioning of Programs of Education for International Students
    5.2 GDUFS’s Future Core Competitiveness of Programs of Education for International Students
        5.2.1 Construction of Preparatory Education
        5.2.2 Development of Programs of Foreign Languages plus Majors Mode
        5.2.3 Full Credit System Available for International Students
        5.2.4 Exchange Programs Available for International Students
        5.2.5 Alliance Cooperation with Other HEIs
        5.2.6 Online Course
    5.3 Optimized Brand Communication with Marketing Strategies Mix of GDUFS’s Programs of Education for International Students
        5.3.1 Relation Marketing Strategy
        5.3.2 Event Marketing Strategy
    5.4 Optimized Solutions to GDUFS’s Brand Promoting Channels of Programs of Education for International Students
        5.4.1 Content marketing Strategy
        5.4.2 Media Marketing Strategy
        5.4.3 Official Account Marketing Strategy
        5.4.4 Smart Marketing Strategy
ChapterⅥ Conclusion,Limitation and Implication
    6.1 Conclusion
    6.2 Current Limitations and Future Implication
REFERENCE
Appendix1:Questionnaire survey


【參考文獻】：
期刊論文
[1]加拿大教育國際化的發(fā)展現(xiàn)狀：策略與創(chuàng)新[J]. 格蕾絲·卡拉姆·史蒂芬森,呂耀中,陳錫鑫.  世界教育信息. 2019(17)
[2]淺談品牌定位在市場營銷中的重要性[J]. 張君玲.  現(xiàn)代營銷(經(jīng)營版). 2019(09)
[3]從品牌營銷視角探析美國高等教育發(fā)展[J]. 宋薇薇.  考試周刊. 2018(24)
[4]新媒介在國際學(xué)生招生中的運用及其對我國高校的啟示——以加拿大阿爾伯塔大學(xué)為例[J]. 錢明才.  世界教育信息. 2017(12)
[5]美國公立大學(xué)吸引國際學(xué)生以應(yīng)對政府預(yù)算削減[J]. 張帥.  世界教育信息. 2017(05)
[6]來華留學(xué)生研究的歷史、范式與反思[J]. 牛忠光,周雷.  江漢大學(xué)學(xué)報(社會科學(xué)版). 2017(01)
[7]打造“留學(xué)中國”品牌 完善來華留學(xué)服務(wù)工作[J]. 孫建明.  世界教育信息. 2016(24)
[8]高校留學(xué)生教育瓶頸下的招生新策略[J]. 張琳.  中國成人教育. 2015(17)
[9]英國大學(xué)通識教育的理念及路徑[J]. 易紅郡.  華東師范大學(xué)學(xué)報(教育科學(xué)版). 2012(04)
[10]來華留學(xué)教育問題與對策探析[J]. 欒鳳池,馬萬華.  清華大學(xué)教育研究. 2011(05)



本文編號：3092967