Research On Marketing Strategy Of MZL Service Agencies Abroad

With the deepening of exchanges between China and the world,more and more people choose to study abroad,work or even emigrate,which also provides more development opportunities for national service agencies.But at the same time we realized that the dec rease in the demand for going abroad caused by the improvement of domestic material living conditions and the increase in internal competition among service agencies have all brought more challenges to the existing service agencies abroad.In this case,it is necessary to comprehensively analyze the internal and external environment of service agencies abroad,and provide marketing strategies to adapt to the new era.For MZL service agencies abroad,in addition to the fierce competition in the external market environment,there is also a lack of clear marketing strategies,insufficient talents,and many unclear projects.The research object of this article has certain representative significance..This article firstly puts forward the background and signifi cance of the research based on the development status of domestic service agencies abroad,sums up the research status at home and abroad,learns the concepts of service abroad and marketing,and learns about marketing theory,service marketing theory,7P The marketing mix strategy is summarized,and the SWOT analysis method and STP analysis model are summarized.Secondly,the situation of MZL’s overseas service agencies is introduced,including its basic situation and marketing environment;it analyzes the current marketing problems of MZL’s overseas service agencies,including unclear market positioning,single price strategy,lack of marketing channels,and direct The promotion cost is high and the brand influence is small.Once again,the customer group of MZL’s overseas service organizations was analyzed,and a questionnaire survey was conducted on different customer groups to understand their focus on service needs.At the same time,SWOT analysis of the organization’s marketing work was carried out,including its advantages,disadvantages,opportunities and challenge.Finally,the marketing strategy of MZL’s overseas service agencies was formulated.On the basis of market segmentation,target market selection and market positioning,strategies for products,pricing,channels,promotions,personnel,tangible displays,and service processes were given.In terms of product strategy,it is recommended to continue to operate the entire product system,while attaching importance to studying abroad and immigrat ion,going abroad to work,and weakening other products;in terms of pricing strategy,it provides high-end and corporate customers with demand-based pricing,targeting low-end Customers provide competition-based pricing;promote sales and business promotion in sales promotion;pay attention to the transformation of the network model,the improvement of technology,the combination of online and offline,self-media promotion and marketing in the Internet marketing model.The strategy formulated in this article has a certain relevance to MZL’s overseas service agencies,which helps to further clarify development goals,refine the market,establish scientific pricing and publicity strategies,train excellent teams,and ultimately improve the marketing status,improve marketing levels,and obtain Continuous development.