Research Of Marketing Strategy Of Nanjing Agent A For Study Aboard Based On Consumer Behavioral Analysis

An increasing number of students are heading overseas for study as Chinese economy grows.Many educational agencies for self-sponsored overseas study emerged.Nowadays,this overseas study service is developed and embraces a strong momentum,yet problems remain and customer satisfaction lingers on a low level.Therefore,it is indispensable for the qualified agencies to make tailored marketing plans to tackle the problem.When facing fierce market competition,A overseas study agency(referred to as A agency)has to make new marketing strategies to adapt to the changing market.Firstly,this paper introduces the research background and significance,as well as the research content and possible innovations.Trough research and analysis of current industry environment and the operations of A agency,this paper adequately understands its strengths and shortcomings.Using SWOT analysis matrix to analyze the marketing environment of A company.Secondly,by collecting questionnaires,this paper studies customer purchase behavior and discusses how to make tailored marketing strategy for A agency.Finally,this paper also helps A agency to figure out solutions and supporting measures thus to provide better services to customers.Based on studying characteristics of customer behavior,combined with marketing concepts,this paper employs business management theories and tools to elaborate tailored marketing strategy for A agency.This gives grounds to expand market share and inspires new ideas for sustainability of overseas study service industry and win the market.