战略品牌管理视角下广西来华留学生教育服务贸易品牌路径探索——以越南来华留学生生源市场为例

Exploration on Brand Construction in Foreign Student Education Service Trade in Guangxi from the Perspective of Strategic Brand Management: A Case Study of Vietnamese Students in China

留学生教育服务贸易作为教育服务贸易出口最主要的形式,近年来得到了快速发展,但也存在一些问题。从广西开拓越南留学生源市场优势条件和战略品牌管理的角度看,发展广西来华留学生教育服务贸易应从识别和确立品牌定位、做好留学生源市场顾客群的营销、创建与顾客之间适当的品牌联系三方面着力,树立广西来华留学生教育服务贸易品牌。

As a major form of export trade in education services, the trade in foreign student education service has witnessed rapid development in recent years, yet with some problems alongside. From the perspective of strategic brand management and the advantages for Guangxi to establish the Vietnamese student market, actions should be taken to establish the trade brand in foreign student education services in Guangxi from the following aspects, brand positioning, marketing towards specific customer groups in the foreign student market, and building proper brand connections with customers.