Marketing Strategy Research Of A Overseas Study Service Company

In recent years,with the accelerated evolution of Internet Technology,the overseas study service institutions of Internet Plus mode have been emerging in the market.Different from traditional institutions,they rely on the Internet to standardize and simplify the tedious overseas study business and break through the time and space constraints,making the service convenient,powerful,open and dependable.As the Internet has directly hit the pain point of traditional overseas study service,overseas study service institutions of Internet Plus mode have rapidly developed and grown in the market.However,with the fading of Internet dividend,technology homogenization and mutual duplication among institutions are also gradually increasing.Internet Plus overseas service companies are faced with intensified industry competition and slow growth.In the context of intense market competition,a huge problem that overseas study service agencies facing is how to maintain and increase market share through formulating reasonable marketing strategies.The research target of this paper,A oversea education company,is one of the earliest online study abroad education institutions operating Internet Plus platform in China.In recent years,Company A has also been faced with problems such as slowing growth rate,increasing profit pressure,and difficulties in effectively matching products with user demands.In the increasingly fierce market competition environment,Company A must comply with the market trend,formulate reasonable marketing strategies and improve its market share.Firstly,the paper expounds the marketing research background of Company A,the development status of marketing both at home and abroad,and the necessity of this research.Secondly,the marketing theories such as 4Ps,PEST,Porter’s five Forces analysis and SWOT analysis are stated,which lays a theoretical basis for this research.This paper adopted the literature analysis,case analysis,investigation and induction.This research applies marketing theory study to analyze China’s overseas study industry marketing environment,the opportunities,and the challenges exist in the market environment and the target market of Company A,point out the problems existing in the company on the market marketing strategy and the relate reasons,and then gives a detailed marketing plan optimization suggestions from product,price,channel and promotion four aspects,and puts forward the safeguard measures on the implementation of marketing strategy.The marketing strategies and safeguard measures proposed in this paper are operable,which have practical significance for improving the market share of Company A,and also provide references for other overseas study companies to make marketing strategies.The conclusion of this paper are: first,scientific marketing theory is of great significance to guide the development of enterprises.Second,marketing problems of Company A mainly include old marketing positioning,conservative products,single price and weak offline channels.Third,Company A should evaluate the situation,develop diversified product lines,implement effective marketing strategies and keep pace with the times according to the dynamic market demand.