RESEARCH ON NICHE MARKETING STRATEGY OF STUDY ABROAD MARKET IN POST-COVID 19: CASE OF YUNNAN HH OVERSEAS EDUCATION, CHINA

Abstract

The COVID-19 outbreak in 2020 has brought unprecedented challenges to the overseas education industry. As a small company, Yunnan HH Overseas Education is still in the start-up and development period of the enterprise. Faced with the fierce competition in the overseas study market and the influence of COVID-19, overseas study agencies should make strategic goals suitable for the development of the company according to the actual situation and external environment if they want to achieve sustainable development. Based on STP marketing theory, Niche marketing strategy, PEST analysis, Porter's five forces model and other modern marketing theories, this paper makes a comprehensive analysis of the internal and external operating environment of Yunnan HH Overseas Education, subdivides the overseas market, and uses the combination of theory and practice to lay a foundation for the company to develop targeted marketing solutions. It also provides some reference for the survival and development of similar small overseas study companies in China.