广东外语外贸大学来华留学教育项目品牌营销策略研究
发布时间：2021-03-21 13:47
如今,中国的来华留学生教育已发生了巨大的变化。当前我国的来华留学教育已转向内涵式发展。来华留学教育“提质增效”要求的提出,是我国从“教育大国”向“教育强国”转型的必由之路,也是时代使命。伴随着全国各高校接收来华留学生的数量和规模不断增加扩大,行业内生源争夺的愈发激烈,传统的营销方式已不能满足市场环境与营销规则的变化,品牌营销逐渐被广为运用到来华留学教育领域当中来,为现代来华留学教育发展的提供了新的营销思路,是高校在激烈的市场竞争中争取资源、提高竞争力以及在长足发展中永葆实力的关键,但同时也存在不足之处。本文的研究案例——广东外语外贸大学正是在来华留学教育项目品牌营销策略中存在一些亟待解决的问题。广东外语外贸大学是一所国际化特色鲜明的大学,其来华留学教育项目品牌营销已初步取得了一定的成绩,在广东省内乃至全国的来华留学教育行业内有一定的知名度和保持着良好的发展势头。然而,广东外语外贸大学在开展来华留学教育项目品牌营销策略的过程中仍有存在不足,如:品牌定位不清、品牌设计有待加、品牌传播有待凝练、品牌维护及品牌追踪研究亟需健全等问题。本文通过对世界留学教育以及中国来华留学教育的品牌营销现状的研...
【文章来源】：广东外语外贸大学广东省
【文章页数】：86 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
ChapterⅠ Introduction
1.1 Research Background
1.2 Research Objectives and Research Significance
1.2.1 Research Objectives
1.2.2 Research Significance
1.3 Research Methodology
1.3.1 Literature Research
1.3.2 Combination of Qualitative and Quantitative Analysis
1.3.3 Comparative Analysis
1.3.4 Case Analysis
1.3.5 Questionnaire Survey
1.4 Thesis Writing Technical Route
ChapterⅡ Literature Reviews
2.1 Definitions of International Education,International Student,International Student Studying in China and Education for International Student Studying in China
2.1.1 International Education（Study Abroad）and International Student（Overseas Student/Foreign Student）
2.1.2 International Student Studying in China
2.1.3 Education for International Student Studying in China
2.2 Relevant Theories of Brand Marketing
2.2.1 The Definition of Brand
2.2.2 The Components of a Brand
2.2.3 Brand Marketing
2.2.4 Brand Marketing of Higher Education
2.3 The Research Status Quo of Brand Marketing Strategy of International Education around the World and in China
ChapterⅢ Case Description
3.1 Brief Introduction of GDUFS
3.1.1 The Structure and Features of GDUFS
3.1.2 The Status Quo of the Education for International Students at GDUFS
3.2.The Status Quo of Education for International Students Studying in China
3.3 The Status Quo of Brand Marketing Strategy of Education for International Students Studying in China
3.4 The Status Quo of GDUFS’s Brand Marketing Strategy of Programs of Education for International Students Studying in China
3.4.1 Brand Elements
3.4.2 Brand Awareness
3.5 The Existing Problems in Brand Marketing Strategy of Programs of Education for International Students at GDUFS
3.5.1 Ambiguous Brand Positioning
3.5.2 Weak Brand Design
3.5.3 Inefficient Brand Communication
3.5.4 Lack of Brand Maintenance
ChapterⅣ Case Analysis
4.1 External Cause Analysis
4.2 The Analysis of GDUFS’s Competitors
4.3 Internal Cause Analysis
4.3.1 GDUFS’s Current Market Segmentation,Targeting and Positioning of Programs of Education for International Students
4.3.2 Indistinct Core Competitiveness of GDUFS’s Brand Marketing Strategy of Programs of Education for International Students
4.3.3 GDUFS’s Current Brand Communication and Marketing Strategies Mix of Programs of Education for International Students
4.3.4 Failure of GDUFS’s Brand Maintenance of Programs of Education for International Students
ChapterⅤ The Optimized Brand Marketing Strategies of GDUFS’s Programs of Education for International Students
5.1 GDUFS’s Re-Market Segmentation,Targeting and Positioning of Programs of Education for International Students
5.2 GDUFS’s Future Core Competitiveness of Programs of Education for International Students
5.2.1 Construction of Preparatory Education
5.2.2 Development of Programs of Foreign Languages plus Majors Mode
5.2.3 Full Credit System Available for International Students
5.2.4 Exchange Programs Available for International Students
5.2.5 Alliance Cooperation with Other HEIs
5.2.6 Online Course
5.3 Optimized Brand Communication with Marketing Strategies Mix of GDUFS’s Programs of Education for International Students
5.3.1 Relation Marketing Strategy
5.3.2 Event Marketing Strategy
5.4 Optimized Solutions to GDUFS’s Brand Promoting Channels of Programs of Education for International Students
5.4.1 Content marketing Strategy
5.4.2 Media Marketing Strategy
5.4.3 Official Account Marketing Strategy
5.4.4 Smart Marketing Strategy
ChapterⅥ Conclusion,Limitation and Implication
6.1 Conclusion
6.2 Current Limitations and Future Implication
REFERENCE
Appendix1:Questionnaire survey
【参考文献】：
期刊论文
[1]加拿大教育国际化的发展现状：策略与创新[J]. 格蕾丝·卡拉姆·史蒂芬森,吕耀中,陈锡鑫. 世界教育信息. 2019(17)
[2]浅谈品牌定位在市场营销中的重要性[J]. 张君玲. 现代营销(经营版). 2019(09)
[3]从品牌营销视角探析美国高等教育发展[J]. 宋薇薇. 考试周刊. 2018(24)
[4]新媒介在国际学生招生中的运用及其对我国高校的启示——以加拿大阿尔伯塔大学为例[J]. 钱明才. 世界教育信息. 2017(12)
[5]美国公立大学吸引国际学生以应对政府预算削减[J]. 张帅. 世界教育信息. 2017(05)
[6]来华留学生研究的历史、范式与反思[J]. 牛忠光,周雷. 江汉大学学报(社会科学版). 2017(01)
[7]打造“留学中国”品牌 完善来华留学服务工作[J]. 孙建明. 世界教育信息. 2016(24)
[8]高校留学生教育瓶颈下的招生新策略[J]. 张琳. 中国成人教育. 2015(17)
[9]英国大学通识教育的理念及路径[J]. 易红郡. 华东师范大学学报(教育科学版). 2012(04)
[10]来华留学教育问题与对策探析[J]. 栾凤池,马万华. 清华大学教育研究. 2011(05)
本文编号：3092967
【文章来源】：广东外语外贸大学广东省
【文章页数】：86 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
ChapterⅠ Introduction
1.1 Research Background
1.2 Research Objectives and Research Significance
1.2.1 Research Objectives
1.2.2 Research Significance
1.3 Research Methodology
1.3.1 Literature Research
1.3.2 Combination of Qualitative and Quantitative Analysis
1.3.3 Comparative Analysis
1.3.4 Case Analysis
1.3.5 Questionnaire Survey
1.4 Thesis Writing Technical Route
ChapterⅡ Literature Reviews
2.1 Definitions of International Education,International Student,International Student Studying in China and Education for International Student Studying in China
2.1.1 International Education（Study Abroad）and International Student（Overseas Student/Foreign Student）
2.1.2 International Student Studying in China
2.1.3 Education for International Student Studying in China
2.2 Relevant Theories of Brand Marketing
2.2.1 The Definition of Brand
2.2.2 The Components of a Brand
2.2.3 Brand Marketing
2.2.4 Brand Marketing of Higher Education
2.3 The Research Status Quo of Brand Marketing Strategy of International Education around the World and in China
ChapterⅢ Case Description
3.1 Brief Introduction of GDUFS
3.1.1 The Structure and Features of GDUFS
3.1.2 The Status Quo of the Education for International Students at GDUFS
3.2.The Status Quo of Education for International Students Studying in China
3.3 The Status Quo of Brand Marketing Strategy of Education for International Students Studying in China
3.4 The Status Quo of GDUFS’s Brand Marketing Strategy of Programs of Education for International Students Studying in China
3.4.1 Brand Elements
3.4.2 Brand Awareness
3.5 The Existing Problems in Brand Marketing Strategy of Programs of Education for International Students at GDUFS
3.5.1 Ambiguous Brand Positioning
3.5.2 Weak Brand Design
3.5.3 Inefficient Brand Communication
3.5.4 Lack of Brand Maintenance
ChapterⅣ Case Analysis
4.1 External Cause Analysis
4.2 The Analysis of GDUFS’s Competitors
4.3 Internal Cause Analysis
4.3.1 GDUFS’s Current Market Segmentation,Targeting and Positioning of Programs of Education for International Students
4.3.2 Indistinct Core Competitiveness of GDUFS’s Brand Marketing Strategy of Programs of Education for International Students
4.3.3 GDUFS’s Current Brand Communication and Marketing Strategies Mix of Programs of Education for International Students
4.3.4 Failure of GDUFS’s Brand Maintenance of Programs of Education for International Students
ChapterⅤ The Optimized Brand Marketing Strategies of GDUFS’s Programs of Education for International Students
5.1 GDUFS’s Re-Market Segmentation,Targeting and Positioning of Programs of Education for International Students
5.2 GDUFS’s Future Core Competitiveness of Programs of Education for International Students
5.2.1 Construction of Preparatory Education
5.2.2 Development of Programs of Foreign Languages plus Majors Mode
5.2.3 Full Credit System Available for International Students
5.2.4 Exchange Programs Available for International Students
5.2.5 Alliance Cooperation with Other HEIs
5.2.6 Online Course
5.3 Optimized Brand Communication with Marketing Strategies Mix of GDUFS’s Programs of Education for International Students
5.3.1 Relation Marketing Strategy
5.3.2 Event Marketing Strategy
5.4 Optimized Solutions to GDUFS’s Brand Promoting Channels of Programs of Education for International Students
5.4.1 Content marketing Strategy
5.4.2 Media Marketing Strategy
5.4.3 Official Account Marketing Strategy
5.4.4 Smart Marketing Strategy
ChapterⅥ Conclusion,Limitation and Implication
6.1 Conclusion
6.2 Current Limitations and Future Implication
REFERENCE
Appendix1:Questionnaire survey
【参考文献】：
期刊论文
[1]加拿大教育国际化的发展现状：策略与创新[J]. 格蕾丝·卡拉姆·史蒂芬森,吕耀中,陈锡鑫. 世界教育信息. 2019(17)
[2]浅谈品牌定位在市场营销中的重要性[J]. 张君玲. 现代营销(经营版). 2019(09)
[3]从品牌营销视角探析美国高等教育发展[J]. 宋薇薇. 考试周刊. 2018(24)
[4]新媒介在国际学生招生中的运用及其对我国高校的启示——以加拿大阿尔伯塔大学为例[J]. 钱明才. 世界教育信息. 2017(12)
[5]美国公立大学吸引国际学生以应对政府预算削减[J]. 张帅. 世界教育信息. 2017(05)
[6]来华留学生研究的历史、范式与反思[J]. 牛忠光,周雷. 江汉大学学报(社会科学版). 2017(01)
[7]打造“留学中国”品牌 完善来华留学服务工作[J]. 孙建明. 世界教育信息. 2016(24)
[8]高校留学生教育瓶颈下的招生新策略[J]. 张琳. 中国成人教育. 2015(17)
[9]英国大学通识教育的理念及路径[J]. 易红郡. 华东师范大学学报(教育科学版). 2012(04)
[10]来华留学教育问题与对策探析[J]. 栾凤池,马万华. 清华大学教育研究. 2011(05)
本文编号：3092967
本文链接：https://www.wllwen.com/shoufeilunwen/shuoshibiyelunwen/3092967.html
