Research On The Optimization Of Marketing Strategy Of Shandong A Study Abroad Agency

Since China’s reform and opening up,the economic development has increased significantly,and people’s income level and ideological awareness have also undergone earth-shaking changes.In the context of globalization,more and more people choose to study abroad to learn about western science and culture,to develop their international perspectives,and to improve their academic background and personal competitiveness.With the increasing demand for studying abroad,the study abroad service industry has developed rapidly and at the same time,the competition pressure among brands has become increasingly stressful.Since the outbreak of the Corona-virus(COVID-19)in early 2020,the study abroad companies face even more challenges.Shandong A Study Abroad Agency is a study abroad service provider that offers study planning and language training services for students intending to study in Germany and Spain.Through continuous development,the agency is at the forefront of the German and Spanish study abroad industry.However,as a recently established company,its business is more limited and its marketing strategy less well developed.In order to help the company solve real problems and provide better services to its customers,this thesis takes Shandong A Study Abroad Agency as the research object,analyses its marketing strategy problems and optimizes them,and then puts forward safeguard measures.Firstly,based on the relevant theoretical grounds of management,this thesis adopts the PEST analysis method and five forces model to analyses the external environment and internal environment of Shandong A Study Abroad Agency.Then,the thesis uses the SWOT analysis method to study the strengths and weaknesses of the company itself as well as the external opportunities and threats.Secondly,this thesis analyses the current situation of the marketing strategy of Shandong A Study Abroad Agency through interviews with internal staff and research with customers and potential customers.Again,combined with STP theory and 7Ps marketing theory,this thesis analyses the marketing problems of Shandong A Study Abroad Agency and proposes a series of optimisation solutions.Finally,the thesis proposes safeguards such as establishing sound rules and regulations and enhancing brand influence so as to ensure the smooth implementation of its marketing strategy.This thesis analyses the marketing problems and shortcomings of Shandong A Study Abroad Agency and optimizes its marketing strategy,which helps Shandong A Study Abroad Agency expand its market scale and realize its corporate value.It also provides a reference basis for the operation of similar small and medium-sized study abroad agencies.