中国人的留学史就像是近代中国的历史，随着国家的兴衰跌宕起伏。中国的崛起也离不开学习海外先进知识技术的留学生人才的巨大贡献。在全球经济迅猛发展的今天，留学仍然有着实现个人价值，建设家国的意义。

本文以X留学公司为研究对象，该司是X教育科技集团旗下从事出国留学服务的专职机构。自1996年成立至今，在全国42个城市设立了分公司，覆盖北京、上海、广州、深圳等国内主要留学市场；并在英国伦敦、澳大利亚悉尼和墨尔本、加拿大多伦多、日本东京设有全资子公司。发展至今，已成为自费留学市场规模最大的公司。自2019年起，公司开始布局B端市场，希冀和国内大学和国际中学合作，拓展B端的生源，寻求业务新的增长点。截至到当下，公司已和132所国内大学建立了官方合作，但整体还处在浅层合作层面，比如进校做留学讲座、职业规划讲座、海外留学教育展等公益类的市场引流活动。少量的分公司做出了B端业务合作的尝试，但还未做到全国分公司规模化的复制。本文旨在通过10Ps营销理论分析工具，对国内留学及高校市场的宏观、行业和内部环境进行深入探究，并通过采集201份有效调研问卷，采访两位分公司市场负责人和一位产品供应商，找出公司B端高校业务难以开展的原因，并提供有效的营销策略优化建议。同时，为保障该营销策略的有效实施，也对公司内部组织架构、绩效考核机制以及薪酬激励机制提供了优化的建议。

本文研究对X留学公司高校业务的发展，有一定的借鉴作用，同时有助于为同行业的其他留学公司B端高校业务的开拓提供部分参考作用。

The history of studying abroad in China, like the history of modern China, has fluctuated with the rise and fall of the country. China's rise is also inseparable from the great contribution of overseas students who have learned advanced knowledge and technology. Today, with the rapid development of the global economy, studying abroad still has the significance of realizing personal value and building a country.

This paper takes X Overseas Study Agency as the research object, which is a professional institution engaged in overseas study service under X Education Technology Group. Since its establishment in 1996, it has set up branches in 42 cities across the country, covering major domestic overseas study markets such as Beijing, Shanghai, Guangzhou and Shenzhen etc. It also has wholly-owned subsidiaries in London, UK, Sydney and Melbourne, Australia, Toronto, Canada and Tokyo, Japan. So far, it has become the largest company in the self-funded study abroad market. Since 2019, the company has begun to layout the B-end market, hoping to cooperate with domestic universities and international high schools to expand the source of B-end students and seek new business growth points. Up to now, the company has established official cooperation with 132 domestic universities, but the overall cooperation is still at the superficial level, such as the overseas study lectures, career planning lectures, overseas study education exhibition and other public welfare market attracting activities. A small number of branch companies have tried to cooperate with the B end business, but it has not yet achieved the scale copy of the national branch companies. This paper aims to use 10Ps marketing theory analysis tool to conduct in-depth exploration of the macro, industrial and internal environment of the domestic overseas study and university market, and interviews two branch market leaders and a product supplier through 201 effective questionnaires, in order to find the bottleneck of the company's B-end college business development, and provide effective marketing strategy optimization suggestions for them. At the same time, in order to ensure the effective implementation of the marketing strategy, the company's internal organizational structure, performance appraisal mechanism and salary incentive mechanism to provide optimization suggestions.

The research in this paper can be used as a reference for the development of university business of X Overseas Study Company, and also help to provide a partial reference for other overseas study companies in the same industry in the development of B-end college business.