近年来，海外游学作为兼具旅游和教育双重属性的特殊产品一度火爆， 填补了留学与海外旅游之间的空白。相关统计数据显示，2016年游学欧亿·体育（中国）有限公司 市场空间已达300亿元，且预计未来增速保持在30%-50%区间，2026年后 海外游学市场或达万亿元规模，可见海外游学市场潜力巨大。海外游学进 入“黄金时代”，另一方面也给游学机构也带来了前所未有的机遇与挑战。当 前，游学欧亿·体育（中国）有限公司普遍面临市场竞争加剧，欧亿·体育（中国）有限公司门槛低，产品同质化严重，游 学服务不规范等共性问题。 本文以EF英孚教育海外游学项目作为研究对象，EF英孚教育机构1965 年成立于瑞典，第一项业务便是带瑞典中学生参加美国夏令营。1993年EF 英孚教育将旗下“language travel”翻译成“海外游学”引进中国，EF英孚海外 游学项目至今在国内也发展了近二十余年。面对当前市场的剧烈变化，游 学政策的不断出台，以及当前全球新冠肺炎疫情影响下，作为最早引进海 外游学的欧亿·体育（中国）有限公司代表，EF英孚海外游学项目的营销策略如何随着调整，研究 EF英孚在海外游学项目的营销策略创新对整个游学欧亿·体育（中国）有限公司具有一定的代表性。 本文在营销STP、4P、4C、4R理论以及5A理论指导下，详细介绍EF 英孚海外游学项目的营销现状，深入分析目前EF英孚海外游学项目的营销 存在的问题，针对存在的问题，提出EF英孚海外游学项目的营销策略优化 及创新。本文的基本结论是：在认知阶段通过拓展线上营销、线上平台选 择、线上互动来创新渠道策略，在吸引阶段通过精准营销、内容营销和品 牌策略创新促销，在询问和行动阶段从产品和价格策略上确定营销方案， 在倡导分享阶段维护客户关系，注重用户体验，提高满意度和复购率。 II 关键词：海外游学；营销策略；EF英孚教育 III RESEARCH ON THE MARKETING INNOVATION OF LANGUAGE TRAVEL PROJECT IN EF INSTITUTION ABSTRACT In recent years, overseas study Tours, as a special product with dual attributes of tourism and education, have become popular, filling the gap between studying abroad and overseas tourism. According to relevant statistics, the market growth rate of the study tour industry remains in the range of 30% to 50%. In ten years, overseas study Tours may reach one trillion yuan, indicating huge potential of the overseas study tour market. As overseas study Tours enter the "golden age", they have brought unprecedented opportunities and challenges to study Tours. At present, the study tour industry is generally faced with such common problems as intensified competition in the study tour market, low industry threshold, serious product homogeneity and non-standard study tour service. This paper takes the overseas study tour program of EF EF, which was founded in 1965 in Sweden. Its first business was to take Swedish high school students to summer camps in the United States. In 1993, EF introduced its "language travel" into China as "overseas study tour", and EF's study tour program has been developing in China for more than 20 years. As a representative of the first to introduce overseas travel industry, the dramatic change in the face of the current market, travel policies introduced gradually, and the current global COVID - 19 outbreak, EF teenagers of oversea project how the marketing channel strategy adjustment, the EF in adolescents of oversea project marketing channel strategy optimization has certain representativeness. Based on the marketing 4 p, 4 c, 4 r theory and under the guidance of theory of 5 a, detailed introduce EF teenagers of oversea project marketing present situation, IV analyzes the current EF adolescent problems existing in the marketing channel of oversea project, aimed at the existing problems and put forward the EF teenagers of oversea marketing channel strategy optimization model of the project. The basic conclusion of this paper is: in the cognitive stage, to increase the customer's awareness of the brand; In the attraction phase, combine community marketing and campaign strategies to increase user interest. KEY WORDS：Language travel；Marketing Strategy；EF institution V 目 录 摘要 ........................................................................................................................................... I ABSTRACT ........................................................................................................................... III 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景及意义 .......................................................................................................... 1 1.1.1 研究背景 ............................................................................................................ 1 1.1.2 研究意义 ............................................................................................................ 3 1.2 国内外研究现状 .......................................................................................................... 4 1.2.1 国外研究现状 .................................................................................................... 4 1.2.2 国内研究现状 .................................................................................................... 5 1.2.3文献综述评述 ..................................................................................................... 6 1.3 研究思路 ...................................................................................................................... 6 1.3.1主要内容 ............................................................................................................. 6 1.3.2 研究方法 ............................................................................................................ 6 1.3.3 技术路线 ............................................................................................................ 7 1.4 可能的创新点 .............................................................................................................. 7 第二章 相关概念和理论基础 .................................................................................................. 9 2.1 相关概念的界定 .......................................................................................................... 9 2.1.1 海外游学概念的界定 ........................................................................................ 9 2.1.2 海外游学的意义 ................................................................................................ 9 2.1.3 海外游学产品的特征 ........................................................................................ 9 2.2 相关理论概述 ............................................................................................................ 10 2.2.1 STP定位理论 ................................................................................................... 10 2.2.2 营销组合理论 .................................................................................................. 10 2.2.3 营销5A理论 ................................................................................................... 11 第三章 EF英孚教育海外游学项目的营销现状.................................................................. 13 3.1 EF英孚海外游学项目的概况及发展 ....................................................................... 13 3.2 EF英孚教育海外游学项目营销现状分析 ............................................................... 14 3.2.1 英孚海外游学产品现状 .................................................................................. 14 VI 3.2.2 英孚海外游学价格及服务现状 ...................................................................... 16 3.2.3 英孚海外游学项目营销渠道现状 .................................................................. 17 3.2.4 英孚海外游学项目用户现状 .......................................................................... 18 3.3 EF英孚教育海外游学项目营销外部环境分析 ....................................................... 19 3.3.1 宏观环境分析——PEST分析 ........................................................................ 19 3.3.2 微观环境分析 .................................................................................................. 21 第四章 EF英孚海外游学项目营销存在的问题分析 ......................................................... 27 4.1 问卷调查 .....................