The Application Of Marketing Theory In Private Colleges And Universities Of Shandong

With the deepening of reform and opening up, Shandong private higher education has grown rapidly to meet the needs of the economic and social development. After many years of development, Shandong private higher education has broken the traditional pattern of government's monopoly of higher education, broadening the investment channels, expanding the scale of higher education, promoting the rational allocation of higher educationResources to meet the social demand of higher education for economic development and made an outstanding contribution to economic development and social progress. Private higher education has been an important part of whole education cause of Shandong which develops legally and independently.In 2010, Shandong higher education gross enrollment rate reached 28%, in the context of higher education, private colleges and universities have encountered unprecedented difficulties and problems, such as increasingly severe recruitment situation, lack of school funding, faculty instability, employment difficulties graduates facing, combined with irregular school behavior. All of which result in Society's recognition of Private Colleges and Universities is open to question. For the purpose of winning in the fierce market competition, survival, development, private colleges and universities need the guidance of marketing theory, and strengthen marketing awareness, increase marketing investment. Private colleges and universities achieve their operation and management of specific objectives by means of taking workable marketing strategies under the guidance of market-oriented theory.Due to the fact that the marketing theory had a late start in the development of china's higher education research and application, compared with Western countries, the research and application of modern marketing theory in China were almost half a century later. Marketing management of nonprofit organizations, especially higher education marketing theory is still in the blank stage. The exploration of marketing theory in the development of private higher education has just begun, and the relevant theory and material for reference are still relatively scarce. In the marketing operation, as for private colleges and universities there are still many issues to be solved, such as the weak awareness of marketing, lack of marketing investment, inappropriate marketing strategy.This paper attempts to adopt literature research method. First of all, definitions and a brief summary will be given respectively to the relevant concepts of private higher education and the development of marketing theory which lay the foundations for the following research on the application of marketing theory in private colleges and universities of Shandong. Then, from the current situation of the development of private higher education in Shandong province, an analysis will be made as to application of marketing theory in the development of private colleges and universities of Shandon and the problems in the marketing of private colleges and universities in Shandong province. Finally, corresponding countermeasures will be put forward as to how to better apply marketing theory and promote the development of Private Universities in Shandong.