Study On Marketing Strategy Of BH Education Investment Group About American Study Market

As China's comprehensive national strength has increased and the improvement of people's income,more and more students choose to go abroad,to students or the identity of the exchange students to participate in the activities of the international education exchange.Studying abroad by one's own expense is one of the main part of country's study abroad group.China's private higher education also gradually rise at the same time.Private colleges started in the middle of the education industry for the quality of teaching and education benefits balance.International joint training projects as diverse in colleges and universities to promote education exchange,training form and one of the ways in which students,get the favour of public universities and private colleges.International joint training projects in the domestic demand at one's own expenses study abroad is increasing,non-governmental institutions of higher learning to develop abroad market to increase its competitive advantage.The article attempts to explore the method of the private colleges,based on the example which BH education investment group develop the study in the United States market.The paper uses the PEST analysis method,Five Forces Models by Michael Porter analyzing domestic and STP theory methods,to put forward some constructive suggestions for the private colleges to develop abroad market.What's more,the paper establishes improvement measures in terms of product,price,place and promotion.The central question of this paper is:how to select the target market in the development of the study abroad market?How to optimize the international joint training program in order to maximize the benefits of both universities and students?And how can the private universities attract autdents to participate in the international joint training program?Through the case study,this paper found that:(1)the BH education investment group middle class family of priority should be given to students as the target students,at the same time will give priority to with the American public university bachelor degree and above in the end of the colleges and universities as the target partner schools.(2)BH education investment group to deal with different forms of international position in the joint training project to be different,according to the needs of students and parents are build based on the study,the ratio of foreign language ability and cultural experience of different location,such as study abroad program.(3)BH education investment group targeted to study the demand of the market and its own resources,international economy and trade and other business major should be set up as a professional project,enhancing students abroad hosing services,and employment counseling services,and set up reasonable incentive system to attract students with tuition standard.