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廣東外語(yǔ)外貿(mào)大學(xué)來(lái)華留學(xué)教育項(xiàng)目品牌營(yíng)銷策略研究

發(fā)布時(shí)間:2021-03-21 13:47
  如今,中國(guó)的來(lái)華留學(xué)生教育已發(fā)生了巨大的變化。當(dāng)前我國(guó)的來(lái)華留學(xué)教育已轉(zhuǎn)向內(nèi)涵式發(fā)展。來(lái)華留學(xué)教育“提質(zhì)增效”要求的提出,是我國(guó)從“教育大國(guó)”向“教育強(qiáng)國(guó)”轉(zhuǎn)型的必由之路,也是時(shí)代使命。伴隨著全國(guó)各高校接收來(lái)華留學(xué)生的數(shù)量和規(guī)模不斷增加擴(kuò)大,行業(yè)內(nèi)生源爭(zhēng)奪的愈發(fā)激烈,傳統(tǒng)的營(yíng)銷方式已不能滿足市場(chǎng)環(huán)境與營(yíng)銷規(guī)則的變化,品牌營(yíng)銷逐漸被廣為運(yùn)用到來(lái)華留學(xué)教育領(lǐng)域當(dāng)中來(lái),為現(xiàn)代來(lái)華留學(xué)教育發(fā)展的提供了新的營(yíng)銷思路,是高校在激烈的市場(chǎng)競(jìng)爭(zhēng)中爭(zhēng)取資源、提高競(jìng)爭(zhēng)力以及在長(zhǎng)足發(fā)展中永葆實(shí)力的關(guān)鍵,但同時(shí)也存在不足之處。本文的研究案例——廣東外語(yǔ)外貿(mào)大學(xué)正是在來(lái)華留學(xué)教育項(xiàng)目品牌營(yíng)銷策略中存在一些亟待解決的問(wèn)題。廣東外語(yǔ)外貿(mào)大學(xué)是一所國(guó)際化特色鮮明的大學(xué),其來(lái)華留學(xué)教育項(xiàng)目品牌營(yíng)銷已初步取得了一定的成績(jī),在廣東省內(nèi)乃至全國(guó)的來(lái)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(shì)頭。然而,廣東外語(yǔ)外貿(mào)大學(xué)在開展來(lái)華留學(xué)教育項(xiàng)目品牌營(yíng)銷策略的過(guò)程中仍有存在不足,如:品牌定位不清、品牌設(shè)計(jì)有待加、品牌傳播有待凝練、品牌維護(hù)及品牌追蹤研究亟需健全等問(wèn)題。本文通過(guò)對(duì)世界留學(xué)教育以及中國(guó)來(lái)華留學(xué)教育的品牌營(yíng)銷現(xiàn)狀的研... 

【文章來(lái)源】:廣東外語(yǔ)外貿(mào)大學(xué)廣東省

【文章頁(yè)數(shù)】:86 頁(yè)

【學(xué)位級(jí)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


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