Research On Marketing Strategy Of FH Study Abroad Consulting Company

Under guidance of the Supervisor,connecting MBA theory with practical work experience,a topic about marketing is selected for this thesis,Research on Marketing Strategy of FH Study Abroad Consulting Company.China's reform and opening to the outside world has undergone 40 years' development and progress,and its economic,social and cultural undertakings have been greatly leaped.Especially after entering WTO,Chinese people's income level and awareness of education have been greatly improved.Studying abroad has become a consumption choice of more and more Chinese families.Since late 80 s of last century,the Chinese student market has been developing by leaps and bounds.It has become one of the most important battlefields for many foreign universities and international education service institutions to compete for overseas students.From the international environment,Chinese students have gradually become the world's largest exporter.More and more foreign colleges and universities and the international education service agencies establish a special subsidiary in China market.In a domestic perspective,along with China's open market and overseas study consulting service agencies legalization,domestic students consulting firms have been showing linear growth.Under the condition of fierce international and domestic studying abroad market competition,it has become the vital problem for study abroad consulting companies to develop a reasonable marketing strategy in order to maintain and expand market share.FH Study Abroad Consulting Company,having fifteen years' experience in study abroad consulting business,is in a leading place in terms of company size and professionalism in this industry.However,there is a problem of how to face fierce market competition and how to improve market share.With FH Study Abroad Consulting Company as the object,firstly,this thesis illustrates the background,significance,ideas and methods of domestic and foreign development of Marketing to clarify the necessity of the research of this thesis.Secondly,theories of 4Ps,4C,7Ps and STP are summarized to lay theoretical basis of this thesis.Research Methods taken in this paper are Document Analysis Method,Case Analysis Method,Survey Method and SWOT Analysis Method.Applying marketing theory,it analyzes the marketing environment of China's overseas study service industry,discusses the advantages and disadvantages,opportunities and challenges of FH Company existing in the market situation,points out problems of its marketing strategy and finds reasons for those problems.It analyzes the target marketing through market segmenting,target market choosing,and market positioning.Then a marketing strategy helpful for exploring market and extending volume growth is put forward.This detailed strategy is made from four aspects,service innovation,price adjustment,channel establishment and promotion method.There are also supporting measures for this marketing strategy.Both the marketing strategy and supporting measures are manageable,and they have practical significance for increasing market share for FH Company and will provide the direction for its further development.The following conclusions are drawn from this study.Firstly,scientific marketing theory is of great importance for companies' development.Secondly,marketing problems of FH company are mainly in aspects of unclear marketing positioning,single service price,weak marketing ability and so on.Thirdly,the great advantage of FH Company is its service in famous university application.It should implement effective marketing strategy with correct marketing positioning,changing from single service to superior service and diversified services,making transition from homogeneous competition to diversified competition.Meanwhile,there are also shortages during the process of this research.Because of the shortage of related theories and insufficient data for limitation of work scope,there is still a long journey to go to improve my paper with the help of my supervisor.I need to study marketing theory more deeply and more carefully in the future and to enhance summary of practical work.