客户概况

北卡罗来纳州立大学是一所男女同校的公立研究型学校。该校在工程、生命科学和农业领域实力雄厚。他们正在考虑向海外扩张。

客户需求

To analyze the market conditions for opening a campus for a US university within China. This would allow for the development of a strategic roadmap for the university to utilize. The market conditions and nature of the key players have been utilized as a comparative measure.

应用方法

这 market potential regarding a US University in China was analyzed by:

• 缺口分析
• 比较 SWOT
• 雷达图
• 一流的营销方法

每个段至少使用一种分析工具来生成数据。为定性和定量数据设置了以下 8 个参数：

• 成本效益
• 课程设置
• 学生简介
• 国际伙伴关系
• 学院
• 名声
• 营销活动
• 物理位置

All parameters are given different weights and averages based on the perception of the respondents of the study and personal interpretation of the team based on the results of the first two phases of the report.

为了进行量化分析，受访者对美国大学在中国运营的看法采用以下公式计算：

Percentage1 (%) = Number of Respondents who think that U.S. provides the highest quality education

受访者总数

百分比2（%）= 愿意在中国就读美国大学的受访者人数

根据 SIS 调查结果得出的结论

• Low market potential for US schools due to the preference of local students for local institutions
• 当地学生更愿意出国留学，而不是去中国一所美国大学的延伸大学学习
• Local students will pay $600-1000. International students will pay $3,300-4,400. Students and Families expected higher quality facilities and education with higher costs.
• Peking University has the best social science and humanities programs, while Tsinghua has the best Engineering program
• 优秀学生进入排名前五的大学
• All key players have joint partnerships and student exchange programs with other universities and research institutions in the country.

根据调查结果采取的行动

• 实施将需要大量顶级资源的投入
• 与当地企业（企业和其他学院）合作
• A strong marketing campaign, including the use of the yearly education expo
• 奖学金的使用受到限制，因为奖学金被认为在质量方面存在负面影响
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