Study On Abroad Intermediary Services And Marketing Strategy: A Case Of AJ Shanghai Branch

The latest data show that the number studying abroad in2013has reached400,000people, of whom the number of study abroad at their own expense up to93%of the totalnumber of people going abroad. Last year alone, the share of China’s education market hasreached10billion RMB. With the increase in the number of study abroad at their ownexpense, education agents have to grow up. People are willing to choose to study abroad attheir own expense to study abroad agency in order to achieve their own study plan, accordingto statistics, in recent years, students at their own expense, more than97%of the studentsthrough an intermediary to go abroad for study abroad at their own expense. The high profitslead to surge in studying the market, competition is becoming increasingly fierce. Based onthe above background, we use first-hand data on the Shanghai branch of AJ education,combined with service marketing theory, detailed analysis of the current market situation andSWOT analysis method to study the internal and external environment AJ education ShanghaiBranch faces. The results showed that, AJ Education Shanghai Branch current market share,management, service level, talent level, etc. is not optimistic; their services and marketingstrategies need to continue to improve. AJ education proposal to strengthen the parentcompany’s Shanghai branch brand relying play brand; establish personalized, differentiatedservice marketing strategy to further market segments, increasing the density and breadth ofmarketing outlets, cultivate their core competitiveness; improve management and professionalservices personnel to strengthen the management contract customers, improve internalassessment and incentives.