摘要随着社会经济的蓬勃发展，人们的消费习惯开始倾向于个性化，消费产品也开始向中高端迁移，移民变得屡见不鲜。对于移民行业来说，这意味着新的机遇和挑战。如何通过新的营销手段和管理方法摆脱产品同质化的趋势，抓住市场新机遇并在竞争中获得优势，成为每一家企业需要解决的问题。从中国目前整个移民行业来看，移民中介之间的竞争正不断加剧，如何更好的了解消费者的移民需求以及如何正视自身营销中存在的问题，并制定更加完善的移民服务营销策略，这是移民公司值得重点研究的课题。71759

本文选择中国移民行业的领军品牌—外联出国作为研究案例，从该品牌的营销环境入手，通过7P等模型分析外联出国服务的营销策略。文章主要分为六个部分，其中，第四及第五部分是重点分析的内容。也通过本次研究，希望外联出国可以进一步完善公司营销体制，提高其在消费者心中的品牌形象，从而也为移民行业营销策略的研究提供更多的理论指导。

毕业论文关键词：移民；  外联出国；  营销策略；  产品；  价格 

ABSTRACT Along with the development of the social economy, the spending habits of people moved towards personalization, consumer products began to migrate to high-end, immigration became common. Immigration industry, it means new opportunities and challenges. How new marketing method to get rid of homogenization of products and management trends, seize new market opportunities and to gain an advantage in the competition, every business needs to solve the problem. Immigration from China is throughout the industry, competition between migration agents is growing, and this is the emigration topic worthy of study which immigrants on how to understand consumer needs and how to face up to its problems in marketing better, and to develop more comprehensive immigration services marketing strategies.

This article selects industry leader brand-WAILIAN GROUP of Chinese immigrants, as a case study from the brand's marketing environment, through the 7P model to analyze the marketing strategy of WAILIAN GROUP services. Besides, the article is pided into six parts, including part IV and part V focuses on content. I hope this research can help WAILIAN GROUP improve the company's marketing system further, enhance its brand image in the minds of consumers, and also for research on marketing strategy for immigration to provide more guidance.

Key words：Immigrant;  WAILIAN GROUP;  Marketing strategy;  Product;  Prices 

目录

摘要 I

ABSTRACT II

一、绪论 1

（一）研究背景 1

（二）研究意义 2

（三）研究内容 3

（四）研究方法 3

1、数据采集法 3

2、市场调查法 3

3、文献查阅法 3

二、外联出国的营销环境分析 4

（一）外联出国企业简介 4

（二）宏观外部环境（PEST） 4

1、政治环境（Political） 4

2、经济环境（Economic） 5

3、社会环境（Social） 6

4、技术环境 （Technological） 6

（三）消费者行为分析