As the market competition becomes increasingly fierce, the marketing environment has also become extremely harsh. Coinciding with the financial crisis that has severely damaged the global economy, all walks of life have formed a common sense: only brand development can achieve success. Be invincible in market competition. The market competition for studying abroad is already in a marketing war of blood and fire. Whether it is companies that have achieved successful product marketing, companies that have disappeared, or companies that are struggling and on the verge of extinction, they have all realized that brand development has become the next focus of competition for studying abroad. . The branding of the study abroad market not only affects the survival of enterprises, but also affects the sustainable and healthy development of the study abroad market to a considerable extent. The current study abroad market is still generally stuck in the product sales stage, that is, recruiting students is success, and there is little effort to build a brand to develop the entire enterprise. Although the study abroad market has developed over many years, it has produced many relatively large-scale enterprises and created many well-known companies. However, being famous does not mean having reputation and loyalty, nor does it mean that it has become a brand. Many companies have only achieved success with their products, far from reaching the level of a brand. Transformation of marketing methods Some overseas study companies can make a prosperous life by relying on a few enrollment agents, some have achieved considerable results by relying on cooperation with schools, and some have also made a lot of money by relying on Baidu. Since the entry threshold for the study abroad market is too low, you can get good profits by advertising, finding a few agents, and searching on Baidu. There are countless people who can recruit a few people to cheat; but the marketing model of the study abroad market is Today, it is no longer possible to survive and develop simply by advertising. The bombardment of existing advertisements not only restricts the development of enterprises, but has even become a bottleneck for brand development. In the current increasingly bad marketing situation, some companies that rely solely on certain forms of marketing are facing great bottlenecks in survival and development, and it is more difficult to form sustained marketing competitiveness. . The marketing of the study abroad market is increasingly moving towards the era of integrating various marketing resources for integrated marketing. This has been verified in the marketing in 2009: the marketing of study abroad in 2009 has left many study abroad companies frustrated. , some companies that relied on enrollment agents suddenly found that agent enrollment was not working; those that relied on Baidu bidding found that the bidding prices were overwhelmed, but the results have not yet been seen; even international education exhibitions have become corporate exhibition shows, and they have spent a lot of money A lot of money turned out to be ineffective. In marketing in 2010, Baidu's new bidding system and the rush for media resources, coupled with the changes in market competition caused by consumer transformation, this integrated marketing trend will more obviously eliminate some companies that cannot keep up with the pace of study abroad marketing. Enterprises are some of the enterprises that develop their brands strategically. So how can an already well-known company transform its well-known reputation into a brand? Marketing is a systematic behavior, from the placement of advertisements to arouse the interest of potential consumers, to the transformation of consumers from interest to active understanding, to the consumers' final purchase decision, and even some companies finally have problems with consumers. , every step affects the enterprise to become a brand. Therefore, systematic marketing behavior will become a shortcut to branding in the study abroad market. Integrating various resources such as advertising, public relations, activities, products, services, etc., will ultimately form an influence and appeal to consumers. This is the only way for study abroad companies to build their brands. . The transformation of marketing methods means in-depth and lasting integration of products, services, public relations and communication. Products: Products determine the way out. What kind of products you have determines the direction in which you will develop and what kind of brand you will become. But having good products does not mean you can become a brand. In the current study abroad market, there are not a few companies that rely on foreign pheasant universities and other rubbish colleges to package them. There are also some companies that package ordinary foreign colleges as famous schools for short-term interests, seizing consumers' eagerness to go out, and conducting marketing. Although the packaging is very deceptive, although it will gain certain marketing benefits in the short term, from a strategic point of view, such overseas study companies will never become a brand.

Compared with the intensity of public relations communication in other industries, most of the public relations communication in the study abroad market is in a subsidiary position of marketing. It is neither carried out from the perspective of brand strategy nor adapted to the market from the perspective of marketing. As a result, the study abroad market is extremely high. The market capacity has not created a well-known brand. Let’s look at the negative information dissemination attacks on many companies in the overseas study market on online media. Although there has not been a large-scale brand crisis, in the era of information explosion, the dissemination of information will completely achieve the development of their companies. From this point of view He said that public relations in the study abroad market needs to attract more strategic attention from study abroad companies. If they want to become a brand in the study abroad market, public relations communication is the first step to becoming a brand. In this era of rapid information development, the dissemination of information has allowed consumers to enjoy the latest developments in various industries at any time. No matter which industry the disturbance is, as long as it involves the interests of consumers, it will cause consumers to have great distrust and rejection, and the resulting brand crises are countless. With the rise of China and the enhancement of its economic strength, more and more consumers will choose to study abroad, but who will they choose? Who can capture consumers’ minds first? All require continuous improvement by overseas study companies. From the perspective of information explosion, when products and services can only meet the basic needs of consumers, public relations communication will increasingly dominate consumers’ thinking and determine their behavior. In this form, brands in the study abroad market Marketing will increasingly highlight the power of public relations. Brand is a big concept. It does not mean registering a trademark or thinking that it is famous. In the starting line of brand in the overseas study market, who will become a rising brand? Let’s wait and see!