Z公司留学服务特许加盟市场推广策略研究

发布时间：2018-02-28 18:40

本文关键词： 留学服务特许加盟市场推广　出处：《辽宁大学》2012年硕士论文　论文类型：学位论文

【摘要】：教育服务行业在中国经济飞速发展的今天竞争也日趋激烈,留学服务企业数量众多,素质良莠不齐。根据全球贸易分析及统计,教育服务占国际服务贸易的比重,近年来基本维持5%左右。教育服务的跨境提供,以多种形式存在,任何一个国家不再是本国教育的唯一提供者。各国开始越来越重视和利用WTO规则和服务贸易自由化政策,为实现本国的发展目标和利益服务。参与教育服务的成员越来越多,规模也越来越大。教育服务的质量保证,以及如何对达到一定质量标准的教育服务予以认可等新问题,引起越来越多的重视。正是由于教育服务项目的属性,使有形展示、过程管理及流程标准化成为Z公司服务管理的三大要素。品牌竞争、提高服务质量、提供增值服务、竞争方式和手段的多样化及集中化是教育服务行业的发展趋势。这也成为z公司首要考虑的问题,于是在国内首推出教育服务行业的特许加盟连锁概念。作者将通过本文,对Z公司的营销模式与经验进行总结性描述；对Z公司在教育服务行业推行特许加盟进行比较分析；总结出以Z公司对其特许加盟店市场营销推广模式,提出对同类企业的借鉴意义。并且通过本文,对于Z公司有效的开展市场营销工作,进行营销决策,详细地拟定了一整套的留学服务特许加盟市场推广策略,并提出了实施建议。
[Abstract]:Today, with the rapid development of China's economy, the competition in the education service industry is becoming increasingly fierce. The number of overseas study service enterprises is numerous and the quality is uneven. According to global trade analysis and statistics, education services account for the proportion of international trade in services. In recent years, the basic maintenance is about 5%. The cross-border provision of educational services exists in many forms. Any country is no longer the only provider of education in its own country. Countries begin to pay more and more attention to and make use of the WTO rules and the policies of liberalization of trade in services. In order to serve the development goals and interests of the country... the number and scale of educational services is increasing, and the quality assurance of educational services and the recognition of educational services that meet certain quality standards are emerging issues, Draw more and more attention. It is precisely because of the attributes of educational service items that the visible display, process management and process standardization become the three key elements of Z Company's service management: brand competition, improvement of service quality, and provision of value-added services. The diversification and centralization of competitive ways and means is the development trend of educational service industry, which has become the primary consideration of Z Company, so it is the first time to introduce the concept of franchising chain in education service industry in China. The author will summarize the marketing model and experience of Z Company through this article; compare and analyze Z Company to carry out franchise in educational service industry; summarize the marketing promotion mode of Z Company to its franchise store. The paper puts forward the reference significance to the similar enterprises. And through this article, for Z company to carry out the marketing work effectively, carries on the marketing decision, has drawn up a whole set of study abroad service franchise to join the market promotion strategy in detail, and has put forward the implementation proposal.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G648.9;F719

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