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An Analysis on the Pre-University Education Provider’s Marketing in China

Author: ZuoWenJiang
Tutor: WangWenJu
School: Capital University of Economics
Course: Business Administration
Keywords: Pre-university education Institute of International Education Education industry marketing
CLC: G40-054
Type: Master's thesis
Year: 2011
Downloads: 49
Quote: 0
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Abstract


With the acceleration of the process of economic globalization, the international education industry is becoming one of the pillar industries of various developed and developing economies, the development of a variety of mainstream education projects as well as its derivatives become the countries key support areas, global education and training services industry The extremely rapid development. With the economy booming, the population, a lot of talents naturally become the country of destination countries competing to sell international education project (product). Over the years, with the growing number of study abroad in China, but also the big countries of the education industry to absorb more and more attention from Chinese talent to their countries to receive education. The face of the ongoing rational choice to study consumer customers, with his back to the many peer competitors from different countries and educational institutions, how can the most localized marketing mode, using the fastest speed in the shortest possible time, to obtain the maximum benefits, every educational institutions outside the primary task. This paper consists of five parts. The first chapter is an introduction, background and research topics practical significance, the second chapter describes the educational institutions of the marketing theory research, and made a brief introduction to the structure of the paper; marketing theory and concept, market, marketing concepts, is also involved in relationship marketing, integrated marketing, internal marketing, marketing and social responsibility comprehensive marketing theory also describes the characteristics of the overseas marketing of educational institutions in the Chinese market activities; Chapter III to this article The author's company, for example, a brief introduction to the current development of the overseas pre-school institutions, and prospects, as well as the threat of competition for the marketing activities of such institutions in China, the company products and services, product prices, marketing channels, some of the practical problems in marketing costs and brand image; fourth chapter to analyze the cause of the problem in China in the marketing process of the previous chapter CEG: the decline in the quality of products and services, the lack of competitiveness of products, marketing channels single marketing activities, marketing proposition inconsistent, ignoring internal marketing; Chapter asked the corresponding countermeasures to address the problem, including: to optimize product quality, increase customer satisfaction, and to lay the product as the core marketing concept ; the face of fierce competition, highlighting the marketing of quality products, led enhance the brand image; while actively developing a variety of marketing channels, control of the market initiative, and efforts to strengthen the relationship marketing in various channels. Finally, long insist on strengthening internal marketing, and achieved good results lay a solid foundation for external marketing. The innovation of this paper is to to educational institutions subdivide institutions (CEG company, for example, the same below), took out part of that main pre-university education stage (not counting the elementary level and before) to analyze, marketing theoretical knowledge to explain the reasons for these problems, and propose a way to solve some key issues.

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CLC: > Culture, science,education, sports > Education > Education > The relationship between education and other sciences,education branch > Economics of education
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