YG留学中介公司战略转型研究

发布时间：2018-04-24 06:41

本文选题：留学中介机构 + 战略转型　；参考：《兰州交通大学》2016年硕士论文

【摘要】：教育一直都是国民经济中的重要战略手段,国家国际地位的提高,有赖于国民素质的提高,有赖于国家人力资源质量的提高,而教育正是提高国民素质,提高国家人力资源力量的必要途径。而随着经济的不断发展和全球化风暴的影响,我国的经济水平得以迅速提升。一方面,在全新的时代背景下,我国学生的视野变得愈发开阔,传统的教学已无法满足广大学生的知识渴求,所以学生的求学途径也越发多元化和全球化,在求学上所花费的投资比例愈来愈大,为了实现自身的提升和视野的开阔,出国留学已经成为我国大学生深造的主要方向之一;另一方面,国际化和全球化的发展模式使得传统的知识并不能满足我国的人才需求,这种发展模式亟需国际化的知识教育,这也迫使了部分学生想要有较好的发展规划,就会选择国际化的学习模式,出国留学成为了他们增强自身实力的重要途径,于是出国留学的队伍逐渐壮大,我国的出国留学规模甚至成为了国际上留学规模最大的国家之一。在这种趋势下,留学中介公司队伍得以发展并不断壮大起来。但与此同时,随着留学机构的不断拓展,其中也出现了不少问题和缺陷,人们对于留学机构的态度出现了褒贬不一的现象,争议颇多。针对种种缺陷和不足,留学机构应积极采取战略转型,为留学生提供更好的服务,在激烈的市场竞争中取得一席之地。为了缓解留学机构存在的问题和缺陷,本文基于留学产业的发展现状,针对留学中介公司现有的不足,探究留学中介行业的发展趋势和为公司制定新的发展战略。同时,对于留学中介公司来说,也是对留学市场的探究、对教育产品的把握、对服务理念的改进,为提高公司的市场占有率做出转型和突破。通过本论文的分析和研究,厘清了留学中介行业的整体发展趋势,对留学中介行业做了详细的竞争态势分析,对笔者所从事的这个行业提出了新的发展战略构想,对YG公司的发展具有重大意义。同时,对同行来说,也起到了借鉴的作用。为此,本文将会针对YG公司的运营特点,提出针对性的转型战略。本论文从战略管理的角度,对YG公司提出了新的战略目标,通过新的战略的逐步实施,顺利实现YG公司整体的战略转型,从而实现公司的差异化和一体化战略。通过研究可发现,YG公司在发展中存在经验不足,目标国家不够多,营销能力不够强三个问题。YG公司的优势主要是服务态度以及客户反馈良好、产品开发能力较强;而劣势主要体现在品牌知名度较低、宣传策略不够多样化以及经验的缺乏。通过这些分析我们可以得出,促进YG公司的转型需要从以下方面入手,需要由原来单一的中介向提供更多附加服务的全产业链转变,由原来的趋同化向差异化转变。而YG公司的战略实施则需要从人力资源战略、品牌战略、营销策略、财务战略等各方面入手,以保证YG公司发展战略的适用性和可行性。
[Abstract]:Education has always been an important strategic means in the national economy. The improvement of the national international status depends on the improvement of the national quality and the improvement of the quality of the national human resources. The necessary ways to improve the strength of national human resources. With the development of economy and the impact of globalization storm, the economic level of our country has been raised rapidly. On the one hand, under the new background of the times, our students' horizons have become wider and wider, and the traditional teaching has been unable to meet the needs of the vast number of students, so the students' ways of studying have become more diversified and globalized. The proportion of investment spent on studying is becoming larger and larger. In order to achieve its own promotion and broaden its horizons, studying abroad has become one of the main directions for our university students to pursue their further studies; on the other hand, The development model of internationalization and globalization makes traditional knowledge can not meet the needs of talents in our country. This kind of development mode urgently needs internationalized knowledge education, which forces some students to have better development plan. They will choose the international learning mode, and studying abroad has become an important way for them to enhance their own strength, so the number of students studying abroad has gradually grown, and the scale of studying abroad in China has even become one of the largest countries in the world. In this trend, the team of study abroad intermediary companies can develop and continue to grow. But at the same time, with the continuous expansion of overseas study institutions, there are also many problems and defects. In allusion to all kinds of defects and shortcomings, the institutions of studying abroad should actively adopt the strategic transformation to provide better service for the overseas students and gain a place in the fierce market competition. In order to alleviate the problems and defects existing in the study abroad organization, this paper, based on the present situation of the development of the study abroad industry, aims at the deficiency of the study abroad intermediary company, probes into the development trend of the study abroad agency industry and formulates the new development strategy for the company. At the same time, for the study abroad intermediary company, it is also the exploration of the study abroad market, the grasp to the education product, the improvement of the service idea, and makes the transformation and the breakthrough in order to increase the company's market share. Through the analysis and research of this paper, the author clarifies the overall development trend of the study abroad intermediary industry, makes a detailed analysis of the competitive situation of the study abroad intermediary industry, and puts forward a new development strategy for the industry engaged in by the author. It is of great significance to the development of YG Company. At the same time, for peers, also played the role of reference. Therefore, this article will aim at YG company's operation characteristic, proposes the pertinence transformation strategy. From the perspective of strategic management, this paper puts forward a new strategic goal for YG Company. Through the implementation of the new strategy step by step, the strategic transformation of YG Company as a whole is realized smoothly, and the differentiation and integration strategy of YG Company is realized. Through the research, we can find that there are three problems: lack of experience in development, insufficient target countries, insufficient marketing ability. YG company's advantages are mainly good service attitude and customer feedback, strong product development ability; But the disadvantage mainly manifests in the brand popularity is low, the propaganda strategy is not enough diversification and the lack of experience. Through these analyses, we can conclude that to promote the transformation of YG Company, we need to start from the following aspects, from the original single intermediary to provide more additional services of the entire industry chain transformation, from the original convergence to differentiation. In order to ensure the applicability and feasibility of YG's development strategy, YG needs to start with human resource strategy, brand strategy, marketing strategy, financial strategy and so on.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F719;F272

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