| In recent years,the demand for international talents has increased,and the concept of education of Chinese families is also changing with The Times.Parents attach increasing importance to their children's education.With the development and vicissitudes of China's economy and the strategy of opening up to the outside world,since the 1980 s,a number of policies have been issued in favor of studying abroad at one's own expense.The loose policy and the rich economy make studying abroad become more normal.Statistics from the ministry of education show that since 2015,the number of Chinese students studying abroad has exceeded 500,000,among which 481,800 were self-funded,accounting for nearly 92 percent of the total number of 523,700.By 2017,the total number of Chinese students studying abroad has set a new record,breaking 600,000 to 608,400.Among them,the number of students studying abroad at their own expense,which accounted for the largest proportion,reached 541,300,an increase of 43,100 compared with 498,200 in 2016.The procedures of studying abroad are complicated,and there is information gap between the user and the foreign enrollment institutions,which can make up for the information gap,and the intermediary agencies for handling all kinds of overseas study procedures.In this way,the "boom era" of self-funded overseas study has also given rise to the "boom" of various overseas study service agencies.The state council,China's cabinet,issued the "decision on the third batch of cancellation of administrative licensing matters designated by the central government" in 2017.The decision mentioned "cancellation of qualification certification for overseas study agencies",which means that there is no qualification threshold for overseas study services.Study abroad agencies have a large number of users and potential users,and at the same time,relying on the support of policies,the competition in study abroad service industry will become increasingly fierce.Brand is the core competitiveness of enterprises,can help enterprises win in the market competition.The establishment of brand image and the promotion of brand value are realized by a series of marketing strategies implemented by the brand in the market.Scientific and feasible marketing strategy formulation requires enterprises to integrate internal resources and external market environment factors,conduct reasonable market segmentation,select target market and enter the market efficiently.Then rely on the accurate positioning in the target market,the development of marketing strategy can be implemented,and do a good job in the implementation of the strategy of the safeguard measures.In the context of fierce competition in the overseas study market,the accumulation of users and reputation depends on differentiated products and services.Differentiated products and services win users,and users' reputation helps enterprises win core competitiveness and win in market competition.Based on the main theoretical basis of mass communication,this paper analyzes the current target market selection and corresponding brand marketing strategy of jingillette overseas study,and combines the internal and external environmental conditions of jingillette overseas study and the user demand of the target market to put forward optimization Suggestions for its marketing strategy. |
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