摘 要

根据最新的数据显示，我国2015年的出国留学人数为52.37万人，达到历史新高，其中自费出国留学人员占比92%。随着留学人数不断增加，自费出国留学中介机构也逐渐发展壮大起来。据了解，当前我国出国留学人员中，很大比例是通过留学中介机构申请海外院校的，本文在这些中介机构中选取了较为有代表性的新东方前途公司进行服务营销分析。

本论文在第一章概述了本文的研究目的和意义，研究所使用到的定义等；第二章分析了我国留学服务机构所处的营销环境，包括行业发展情况和存在的问题；第三章分析了前途公司的竞争状况，分析了该公司的目标市场及定位，所面对的竞争者，以及本身的竞争优势劣势；第四章对于前途公司老顾客进行消费者满意度调查，通过消费者反映的问题，分析满意度现状；第五章结合前文的研究结果，综合分析问题提出可行的服务营销改进方案。

关键词：服务营销；新东方前途出国；留学中介；满意度调查

The service marketing strategy of New Oriental Vision Overseas Consulting Co. Ltd.: Consumer Satisfaction Survey

ABSTRACT

According to the latest data that in 2015 the number of students studying abroad in China was 523 thousand and 700.It set a new history-breaking record, of which the cost of studying abroad paid by the students accounted for more than 92%. With the increase in the number of students at their own expense to study abroad, study abroad agencies grown up quickly. It is known that a large proportion of Chinese students who studying abroad applied their universities through the agencies. This paper choose the New Oriental Vision Overseas Consulting company to analysis service marketing of these companies.

In this paper the first chapter outlines the purpose and significance of this research, the definition used in this paper; the second chapter analyzes China's study abroad agencies including the marketing environment, industry development and existing problems; the third chapter analyzes the company's competitive situation, analysis of the target market and positioning of the company in the face of competitors, and their competitive advantages and disadvantages; the fourth chapter of consumer satisfaction survey for Vision Overseas company through the customers, consumers reflect the problems, analysis of satisfaction status; the fifth chapter according to the above results, a comprehensive analysis of the problem put forward feasible improvement scheme of service marketing.

Key words：Service Marketing; New Oriental Vision Overseas；Study abroad Agency；Satisfaction survey

目 录

1 前言 - 1 -

1.1 研究背景 - 1 -

1.2 研究目的与意义 - 1 -

1.3 文献回顾 - 1 -

1.4 相关概念 - 2 -

1.5研究框架 - 4 -

2 留学服务机构行业发展以及问题分析 - 5 -

2.1行业发展概况 - 5 -

2.2行业现存问题 - 6 -

3 新东方前途留学市场竞争分析 - 9 -

3.1 公司目标市场与定位分析 - 9 -

3.1.1 公司简介 - 9 -

3.1.2 目标市场分析 - 9 -

3.1.3 市场定位分析 - 9 -

3.2 主要竞争对手分析 - 9 -

3.2.1金吉列 - 10 -

3.2.2 IDP诺思留学 - 10 -

3.2.3好年华 - 10 -

3.3 公司竞争优势优劣分析 - 11 -

3.3.1优势 - 11 -

3.3.2劣势 - 12 -

4 消费者满意度问卷调查 - 13 -

4.1问卷设计过程 - 13 -

4.1.1 相关文献参考 - 13 -

4.1.2 问卷结构 - 13 -

4.2调查过程 - 14 -

4.3 调查样本基本情况 - 14 -

4.4接触方式和影响因素 - 15 -

4.5服务质量满意度状况 - 16 -

4.6 服务总体状况 - 17 -

4.7 活动满意度 - 19 -

4.8改进建议 - 20 -

4.9 总结 - 20 -

5 服务营销改进措施 - 21 -

5.1 服务产品内容的改进 - 21 -

5.2 服务流程的改进 - 21 -

5.3 服务人员的改进 - 21 -

5.4 服务价格策略的改进 - 22 -

5.5服务监督的改进 - 22 -

5.6服务宣传的改进 - 22 -

结 论 - 23 -

致 谢 - 24 -

参考文献 - 25 -

附录A - 26 -