The Market Strategy of the International Education Industry: A differentiation perspective in research

Abstract

The outbreak of COVID-19 in 2019 has had a profound impact on the overseas education industry, resulting in widespread enterprise self-protection measures such as layoffs, institutional restructuring, marketing strategy adjustments, downsizing and even bankruptcy. Numerous enterprises have proactively adjusted their marketing strategies through rapid and differentiated management methods to navigate and thrive during the epidemic. This paper primarily investigates the differentiated market strategy of the overseas study industry, analyzes the significance of differentiated management for overseas study enterprises, discusses the perspective of differentiation in formulating market strategies within the overseas study industry, and proposes specific countermeasures with an aim to provide impetus for the development of large, medium-sized, small, and micro-scale overseas study enterprises in this sector.