Research On International Study Tour Marketing Strategy Of Wenhua Education Group

Under the background of globalization,international cultural exchanges are increasingly frequent.Therefore,international study Tours with educational attributes and social function value come into being.International study tour is a kind of education mode of cross-cultural experience.Its content runs through language learning,international communication,cultural visit,and the in-depth combination of study and travel.The past decade has witnessed the rapid rise of international study Tours.Due to the low market access threshold and huge potential,schools,travel agencies and international study Tours have set foot in the international study Tours industry.Wenhua education group international travel as a typical representative of small and medium-sized emerging education institutions,in the market marketing strategy problems exist as follows: international travel products is not rich,focusing on the "you" rather than "learning",lack of regional difference pricing,online marketing model is not perfect,low coverage,a single advertising sales promotion way,on the basis of basic theory of marketing 4PS,with the method of questionnaire and the empirical analysis,from two dimension micro macro PEST and SWOT to its marketing present situation carries on the comprehensive and in-depth analysis of the system.Based on the segmentation of the existing international study tour market by STP,the city around Weifang and the relatively good economic development of primary and secondary school students are positioned as the target service group.Furthermore,it proposes improvement plans for marketing strategies in the four aspects of product,price,channel and marketing,that is,enriching the variety of international study tour products.Combination of learning and recreation;Adopt the methods of competition orientation and differential pricing;Improve online and offline channel marketing;Promotion of innovation promotion meeting and exchange meeting;Increase sales promotion and personnel promotion in terms of promotion strategy.In order to ensure the smooth implementation of the international study tour optimization plan,the last chapter of this paper puts forward the guarantee measures from four aspects: organization,culture,personnel and informatization.In accordance with the purpose of MBA marketing strategy management practice,this paper applies the targeted and operable international study tour marketing optimization strategy to the implementation plan of Wenhua education group,so as to form the core competitiveness and lay a solid foundation for the brand development of Wenhua education group.