留学生教育在加强中外文化交流、促进教育全球化和国际化发展，提升教育出口社会、经济效 益等方面具有重要的贡献作用。尤其在“一带一路”、汉语国际推广的战略背景下，加强对以郑州 大学西亚斯国际学院（以下简称西亚斯或西亚斯国际学院）为代表的民办高等留学生教育的重视， 扩大留学生规模，制定招生营销策略，稳定留学生生源等是提升我国民办高校留学生招生国际竞争 力的关键。 本文采用实践调查、STP 策略分析法、7ps 服务营销方法，挖掘当前西亚斯来华留学生招生营销 问题，表现为招生规模小，生源地定位偏周边，招生市场没有有效细分，主打和特色专业优势不明 显，缺乏竞争力，招生渠道单一，宣传手段与内容落后，不重视服务营销等方面，得出了西亚斯需 实施 7ps 服务营销创新的论断。 本文主要的研究结论有以下几点，第一，对西亚斯来华留学生招生进行市场细分，得出西亚斯 要集中对亚洲（中亚、东南亚）、欧洲、非洲、美洲等生源市场进行细分与抢占，同时还要考虑对 中国港澳台留学生的吸引；在教育细分上考虑以本科生为主，以研究生为辅；另外还要考虑留学生 个性化需求，优化专业、教育层次设置。第二，确定西亚斯来华留学生招生的目标市场，选择机会 最大的市场，如“一带一路”周边沿线国家或地区的留学生；还要选择适合自身条件的目标市场， 例如稳定的亚洲市场生源。第三，构建西亚斯国际学院招生营销的 7ps 服务营销策略，一是在有效 的产品策略方面，开设特色课程，提升留学便利等附加产品，进行基于需求和预见性的产品设计； 二是在有效的价格策略方面，进行灵活的学费设计，设立外国留学生奖学金；三是在招生渠道策略 方面，建立海外机构，利用国际会议，与境外招生机构和留学中介机构合作，四是积极的促销策略 方面，实施招生人员促销，新旧媒体促销，完善外文网页建设及招生宣传材料，加强海外宣传，参 加教育展；五是在有效的服务过程策略方面，关注学生个体需求，为留学生提供一站式服务，为留 学生提供就业指导；六是在充分的有形展示策略方面，实施校园环境展示和网络展示。 关键字，西亚斯国际学院；留学生；招生营销；目标市场；7ps 服务营销II Abstract International student education plays an important role in strengthening cultural exchanges between China and foreign countries, promoting globalization and international development of education, and improving education export society and economic benefits. In particular, under the strategic background of “One Belt, One Road” and Chinese international promotion, we will strengthen the emphasis on private higher education for foreign students represented by sias International University of Zhengzhou University （hereinafter referred to as sias or sias International University）, and expand the scale of international students. Admissions marketing strategy, stable student source, etc. are the key to improving the international competitiveness of international students enrolled in international universities. This paper uses practice survey, STP strategy analysis method and 7ps service marketing method to explore the current enrollment marketing problem of international students in sias. The performance is small in enrollment, the localization of students is in the periphery, the enrollment market has no effective subdivision, and the main and specialty advantages. It is not obvious, lacks competitiveness, single enrollment channel, lack of propaganda means and content, and does not pay attention to service marketing. It concludes that sias needs to implement 7ps service marketing innovation. The main conclusions of this paper are as follows: First, the market segmentation of international students enrollment in WestAsia is drawn, and it is concluded that sias should focus on theAsian （Central Asia, SoutheastAsia）, Europe,Africa,America and other student markets. Points and preemption, but also consider the attraction of Chinese students from Hong Kong, Macao and Taiwan; in the education segment, consider undergraduate students, supplemented by graduate students; in addition, we must consider the individual needs of international students, optimize the professional and educational level settings. Second, determine the target market for international students enrolled by sias, choose the market with the greatest opportunities, such as foreign students in the countries and regions around the “Belt and Road”; and choose the target market that suits their own conditions, such as stable Asian market students. Thirdly, the 7ps service marketing strategy for the admission marketing of sias International University is established. First, in terms of effective product strategy, special courses are offered to enhance additional products such as study convenience, product design based on demand and foresight; second, effective In terms of price strategy, flexible tuition design, foreign scholarships are established; third, in terms of enrollment channel strategy, establishing overseas institutions, using international conferences, cooperating with overseas enrollment agencies and study abroad agencies, and fourth, active promotion strategies. Implementation of admissions promotion, new and old media promotion, improvement of foreign language webpage construction and admissions materials, strengthening of overseas publicity, participation in educational exhibitions; Fifth, in terms of effective service process strategies, focusing on individual needs of students, providing one-stop services for international students, The international students provide employment guidance; the sixth is to implement the campus environment display and network display in terms of sufficient physical display strategy.III Key words，sias International Education College, International Students, Admissions Marketing, Target Market,7ps Service MarketingIV 目 录 摘要......................................................................................................................................................I Abstract.................................................................................................................................................. II 第一章 绪论...........................................................................................................................................1 1.1 研究背景..................................................................................................................................1 1.2 研究目的和研究意义..............................................................................................................1 1.2.1 研究的目的..................................................................................................................1 1.2.2 研究的意义..................................................................................................................2 1.3 国内外研究综述......................................................................................................................2 1.3.1 国外研究综述..............................................................................................................2 1.3.2 国内文献综述..............................................................................................................3 1.3.3 研究评述......................................................................................................................5 1.4 研究思路与研究内容..............................................................................................................5 1.4.1 研究思路......................................................................................................................5 1.4.2 研究内容......................................................................................................................6 1.5 研究方法与技术路线..............................................................................................................6 1.5.1 研究方法......................................................................................................................6 1.5.2 技术路线......................................................................................................................6 第二章 相关概念与理论基础...............................................................................................................8 2.1 相关概念..................................................................................................................................8 2.1.1 教育营销......................................................................................................................8 2.1.2 来华留学生..................................................................................................................8 2.2 4P-4C-4R 市场营销理论.........................................................................................................8 2.3 STP 营销理论..........................................................................................................................9 2.4 7Ps 服务营销理论.................................................................................................................10 第三章 郑州大学西亚斯国际学院留学生招生营销现状及问题分析 .............................................11 3.1 西亚斯国际学院概述............................................................................................................11 3.2 西亚斯来华留学生招生情况................................................................................................12 3.2.1 西亚斯来华留学生规模............................................................................................12 3.2.2 西亚斯来华留学生国别分布....................................................................................13 3.2.3 西亚斯来华留学生专业分布....................................................................................13 3.2.4 西亚斯来华留学历层次............................................................................................14 3.3 西亚斯招收来华留学生招生营销现状................................................................................14 3.3.1 专业设置....................................................................................................................14 3.3.2 招生营销方法............................................................................................................14 3.3.3 学费设计...................................................................................................................15V 3.3.4 生源现状...................................................................................................................15 3.4 西亚斯来华留学生招生营销问题分析................................................................................16 3.4.1 招生规模小，生源地定位偏周边............................................................................16 3.4.2 招生市场没有有效细分............................................................................................16 3.4.3 主打和特色专业优势不明显，缺乏竞争力............................................................16 3.4.4 招生渠道单一，宣传手段与内容落后....................................................................17 3.4.5 不重视服务营销........................................................................................................18 第四章 郑州大学西亚斯来华留学生招生营销的 STP 策略调研分析 .............................................19 4.1 西亚斯来华留学生招生的市场细分....................................................................................19 4.1.1 地理细分....................................................................................................................19 4.1.2 教育层次细分............................................................................................................20 4.1.3 个性差异细分............................................................................................................21 4.2 西亚斯来华留学生招生的目标市场....................................................................................22 4.2.1 选择机会最大的市场................................................................................................22 4.2.2 选择适合自身条件的目标市场................................................................................24 4.3 西亚斯来华留学生招生的市场定位....................................................................................24 第五章 郑州大学西亚斯来华留学生招生营销策略的实施措施 .....................................................26 5.1 有效的产品策略....................................................................................................................26 5.1.1 开设特色课程............................................................................................................26 5.1.2 提升留学便利等附加产品........................................................................................26 5.1.3 基于需求和预见性的产品设计................................................................................27 5.2 有效的价格策略....................................................................................................................27 5.2.1 灵活的学费设计........................................................................................................27 5.2.2 设立外国留学生奖学金............................................................................................28 5.3 高效的渠道策略....................................................................................................................28 5.3.1 建立海外机构............................................................................................................28 5.3.2 利用国际会议............................................................................................................29 5.3.3 建立境外招生机构或与留学中介机构合作............................................................29 5.4 积极的促销策略....................................................................................................................30 5.4.1 招生人员促销............................................................................................................30 5.4.2 新旧媒体促销............................................................................................................30 5.4.3 多渠道的交叉促销....................................................................................................30 5.5 有效的服务过程策略............................................................................................................30 5.5.1 关注学生个体需求....................................................................................................30 5.5.2 为留学生提供一站式服务........................................................................................31 5.5.3 为留学生提供就业指导............................................................................................31VI 5.6 充分的有形展示策略............................................................................................................31 5.6.1 校园环境展示............................................................................................................31 5.6.2 网络展示....................................................................................................................32 第六章 研究结论及展望.....................................................................................................................33 6.1 研究结论...............................................................................................................................33 6.2 研究展望...............................................................................................................................33