Research On The Marketing Strategies Of Nanjing Branch Of AW Education International

Since the policy of Economic Reform and Open up,the number of Chinese students studying abroad has continued to grow and remained high for a long time.According to statistical data from the Ministry of Education,the number of students studying abroad in 2017 was 608,000,which rose 11.19%over the last year.With the enthusiasm of studying abroad,overseas study consulting and service agencies are becoming more and more in recent years,and the market competition has become increasingly fierce.At present stage,while springing up with a blowout type,overseas study consulting and service companies have also encountered a lot of problems and shortcomings,such as the low matching degree of products and customer demands,the singleness of cooperation channel because of excessive dependence on language training institutions regarding student pool,low sensitivity to market,and the incompetence of facing ’the Enthusiasm of Studying Abroad at a Young Age’,etc.With the increasingly heated competition of overseas study,mining students’ individualized demands,and helping students solve the problems in the process of application through providing high-quality services will be the key for overseas consulting and service companies to expand the existing market size and occupy the market opportunities.Nanjing Branch of AW Education International,a subsidiary established by AW Education International in 2016,is developing steadily with its comprehensive professionalism and international perspective.Faced with the fierce competition in the overseas study market,this agency has adopted a differentiated strategy of providing professional advisories and services on studying abroad in USA,and has steadily achieved its staged development goals.In this thesis,according to the theories of market analysis,the writer uses the methods of market research and literature review to analyze the market competition status of AW Education International and its own operation condition as well as its current problems found through market research from the aspects of the development of overseas study industry,market development dynamics,and the target market of overseas study industry,etc.The writer also finds out the regulations based on the analysis of target market and customer demand,and then proposes some practical suggestions about marketing strategy portfolio through the four dimensions of product,price,channel and promotion.The thesis idea of this paper is as follows:Firstly,it introduces the analysis of the internal structure of AW Educational International and the development environment of the study abroad intermediary.Then define the concept,introduce and summarize the related literature.Then introduce the situation of AW Educational International,Ltd.itself and the outside,and analyze the market environment and competitors in detail.In addition,based on the customer classification and the choice of the national target for study abroad,the service customer is investigated and analyzed.Finally,combined with market analysis and consumer demand to develop a marketing strategy to improve customer satisfaction through different matching.After summarizing the above series of studies,the paper summarizes the full text and proposes safeguard measures.Not only for AW Educational International,Ltd.to identify the differentiated competition between its own positioning and the industry,but also to develop a diversified product for studying abroad,establish a highly viscous and highly interactive communication method with customers,and implement the promotion of marketing strategy.To promote the long-term development of enterprises.