Study In Educational Institutions, Business Model And Marketing Strategy

The trend of international cooperation of education has become more evident with the China's entrance of WTO and the economic globalization. According to the international communication, education and research cooperation, student-abroad scale extending, the competition strength of going-abroad education improved, therefore, the worldwide man and material resources were assigned. A great many international cooperative educational organizations have been being set up in a lot of Chinese cities and regions, and the impetus is becoming influential and vigorous. The going-abroad education is classified into two financial forms: managed by the national government and at students' own expenses, which has changed the traditional ways of running schools with different supplying fashion and operational mechanisms. Studying abroad at own expenses is turning to the competition of educational market, and the organizations for studying-abroad are facing intense competition. In order to win the competition, Dongfang International Center for Educational Exchange Branch Office in Southwest China must dig into its own competitive power, try to cooperate with universities and colleges, and make a series of strategies of marketing and appropriate running patterns.Dongfang International Center for Educational Exchange Branch Office in Southwest China is one of the Nation Ministry of Education going-abroad organization, which owns good item materials, providing education service by items. Society and economic benefit should be both paid attention to. The present thesis is based on Dehl's pattern and marketing theoretics, analyzing the exterior environment of enterprise, bringing forward a series of competition methods. It includes three parts: The first part analyzed the background, established corresponding aiming market strategies using the PEST Analysis and Five model Analysis, starting from the external environmental analysis, and basing on the organization's own superiority. Subdivide the market and carry on market position according the competition advantage of enterprise.The second part was based on the Dehl's pattern design. By take Dehl Cooperation as an example, analyzed Dehl's operation pattern, basic characteristics, elementary managerial principles and ideas. At the same time, analyzed Dongfang International Center for Educational Exchange Branch Office in Southwest China's present patterns, finding the same part of Dehl. At last, the pattern of running a school for enterprise is analyzed, according to Dehl's managing pattern, looking for an appropriate running pattern.The last part investigated the trade mark strategies and the applications of 4P strategy. The work analyzed the trade mark strategy and the 4P strategy and investigated the significance of trade mark strategy, put forward corresponding strategies and meanwhile analyzed product, price, retail and promotion, and raised corresponding product strategies, pricing strategies, retailing strategies and promoting strategies. Through dissertation and research on different aspects of international cooperation in Dongfang International Center for Educational Exchange Branch Office in Southwest China, relevant conclusions are drawn in the thesis.