Marketing Strategy Research Of DF Study Abroad Consulting Company

Since 2000,with the development of the economy and the implementation of the opening up strategy,more and more people choose to study abroad.The process of studying abroad in China involves many matters such as applying visa and school selection.However,those who plan to study abroad are not familiar with these matters.Therefore,in order to facilitate people to study abroad,many consulting companies for studying abroad came into being,providing consulting services.In 2020,with the outbreak of the COVID-19,and the rapid development of new media,to a certain extent,the competition in the study abroad service industry has intensified.Many study abroad consulting companies have appeared in the development process of single business,inaccurate market analysis,product homogenization and other phenomena.Due to the lack of scientific planning and understanding of the future development of the study abroad service industry,many study abroad companies have encountered difficulties in their operations,Faced with the dual pressures from the industry and the international market,it is necessary to accurately analyze the international and domestic environment where the company is located and scientifically formulate the company’s marketing strategy.This thesis studies the marketing strategy of DF Study Abroad Consulting Company,analyzes its existing problems in marketing,and proposes targeted marketing strategy optimization measures.Firstly,the thesis analyzes the macro and micro marketing environment of DF Study Abroad Consulting Company using PEST theory and SWOT analysis method,and points out that it should fully utilize its own advantages and opportunities to strengthen the overseas application business,enhance its core competitiveness,and improve brand awareness,develop characteristic products,and increase market share.Secondly,based on the questionnaire survey,this thesis analyzes the current situation of DF Study Abroad companies’ marketing strategies,and understands that DF Study Abroad companies have problems such as unclear market positioning,single pricing strategy,imperfect marketing channels,high promotion costs,insufficient personnel incentives,inadequate physical display,and inadequate service processes.Thirdly,based on the STP theory,with the United States,the United Kingdom,Australia,and Canada as the target markets,it is determined that they should highlight the market positioning of "high-quality and authoritative high-end college application services".Aiming at the problems in the previous marketing strategies,targeted optimization strategies are proposed from the aspects of product,price,channel,promotion,personnel,tangible display,and service process.Finally,this thesis proposes measures to ensure the implementation of DF’s marketing strategies from four aspects: strengthening the construction of human resources teams,improving teaching quality,paying attention to maintaining public relations,and emphasizing information construction.By analyzing the marketing environment of DF Study Abroad Consulting Company,this thesis puts forward the market positioning and marketing strategy of DF Company in the international study market,consolidates and deepens the current advantageous projects,makes up for its own shortcomings,and provides decision-making support for the formulation of enterprise marketing strategies,with a view to achieving the sustainable development of the enterprise in the fierce market competition.This thesis is an empirical study of DF Study Abroad Consulting Company,hoping to improve the comprehensive competitiveness of the overseas study consulting company,so as to realize the healthy growth of the overseas study consulting industry.