留学机构的营销策略研究 ——以广州立思辰为例摘要 随着经济全球化的不断深化，国际社会的联系日渐密切，在教育方面中外合作教育的趋势也日渐明显，通过合作教学，在培养出国际化人才的同时也使得东西方文化得以深刻交流，同时也导致我国学生留学深造的需求增加，留学服务行业逐渐发展。虽然留学服务市场有着巨大的发展潜力，但是由于监管等问题，留学服务行业仍存在不少的问题，鱼龙混杂，消费者选择困难，且留学机构的发展也受到一定的影响，留学机构如何在这一新兴的行业中游刃有余的发展，占据更多的市场，成为多数留学机构面临的问题。故而本文将对留学机构的营销策略问题进行探究，以促进留学机构的发展。 广州立思辰成立于 1999 年，在 2016 年广州教育新闻所做的调查中，立思辰位居前列，故而本文将以立思辰为例进行具体分析。文章首先介绍了相关概念及理论，为后文的研究奠定理论基础；其次对国内留学机构的政治经济文化以及技术环境进行整体分析，以为后文立思辰营销策略的制定提供基础；再次分析了广州立思辰发展现状及现有的营销策略及其市场情况；最后设计广州立思辰的营销策略，提出其营销策略的保障措施，并进行总结。希望本文的研究可以促进广州立思辰留学机构营销策略的优化，促进其发展，并未相关留学机构提供一定的借鉴。关键词：留学机构；营销策略；立思辰Abstract With the deepening of economic globalization, the international community is becoming more and more closely connected. The trend of Sino-foreign cooperative education in education is becoming more and more obvious. Through cooperative teaching, the international talent is also cultivated, Also led to the increasing demand for further study of our students, the gradual development of the service industry. Although the service market has great potential for development, but due to regulatory issues, there are still a lot of problems in the service industry, cohabitation, the choice of consumers, and the development of study institutions have also been affected, how to study in this Emerging industries in the development of more and more, occupy more of the mark...
