Study On Differentiation Strategy Of G Company’s Overseas Study Business Under COVID-19 Pandemic

The consulting service for studying abroad belongs to the modern service industry,and education is related to people’s well-being.In the 1980 s and 1990 s,the policy of studying abroad was relaxed,ushering in the golden age of studying abroad.Studying abroad at one’s own expense becomes the main body of studying abroad.In 2019,China had become the world’s largest source country of international students,and77.9% of students studied abroad went to English speaking countries.The huge demand for studying abroad has given birth to the vigorous development of the intermediary industry of studying abroad.At the beginning of 2020,a sudden COVID-19 pandemic swept the world,bringing a major shake-up to the overseas-study industry.The homogenization competition between the study abroad consulting service agencies is fierce,and they are also faced with the problems of being easily affected by policies and difficult to sign contracts and varied service quality.There are even cases of overseas study consulting service agencies facing poor management and closing down.This thesis chooses G company which has accumulated certain reputation and service characteristics in some universities as the research object,uses case analysis method and literature research method,reviews G company’s vision,mission and goals,the development process,and organizational structure,and adopts SWOT analysis to analyze the external and internal environment of G company,determining that G company should adopt the differentiation strategy under the COVID-19 pandemic and putting forward the implementation plans and safeguard measures for the differentiation strategy,so as to guarantee the sustainable development of G company.Through the research,G Company implements the differentiation strategy by improving the service quality of G Company’s overseas study business,cooperating with the third-part online study abroad service platform and develop the Ph D application business,and ensures the implementation of the differentiation strategy by constructing the corporate culture,improving the organizational structure and the professional level of overseas study consultants,and providing the company policy support.Finally,it draws the research conclusion and puts forward the research prospects.Through this thesis,it is hoped that it can provide some feasible suggestions and references for the development of G Company,and provide reference for the root problems and solutions of other self-funded overseas study agencies facing fierce competition.