Research On The Marketing Of University Training Business

Institutions of higher education, a major component of National Education System, possess abundant high-quality continuing education and training resources and are an important force in construction of life-long educational system. They should be the main force of China's continuing education and training. While, due to insufficient understanding of continuing education and training for a long time, colleges and universities are not the mainstream in today's flourishing training market. Taking great responsibility and duty for society and facing the increasing call for high-quality training from society, how to make full use of resources to expand the training market, seek new margin growth point of training and pursue more social benefit increasingly becomes the problem that the training institution of colleges and universities have to think over.Based on the analysis of the environment of colleges and universities and the demand scale and trend, the characteristics and the status quo of competition of China's training market, it can be found that at present China's training market remains unsatisfying in the following situations. 1. The training institutions are numerous, while few have core competitiveness. 2. There is a shortage of professional design personnel of the training project, which results in the poor target of the training project. 3. Many training institutions value the profit. Copying and being perfunctory in work are very popular. 4. Enterprises lack the overall planning and the training takes on randomness and repetitiveness. 5. The government has poor supervision on the training institutions. The training market is expected to be regulated. Meanwhile, the whole training industry has not come into being.There are six aspects in terms of status quo. 1. Primary Stage. This is mainly manifested in the irrational development of the training industry and in the lack of regulation. It is easy to enter this industry but difficult to expand business. 2. Effective supply and demand are insufficient and market education is not enough 3. There is a serious lack of professional teachers and training institutions. Thus, professional degree is and operation is far from being standard. The research and development ability is poor and the number of excellent people is small. 4. Homogenization. Homogenization is manifested in customers, courses, majors and teachers. 5. Intellectual property fails to be protected. 6. High degree of discreteness. The training companies are highly dependent on the individual and less independent on the group.The paper further make an analysis of the status quo of the training business conducted by China's training colleges and universities and concentrates on the deficiency of the training market's expansion. It can be drawn that the following problems exist in the market expansion of the training business of colleges and universities. 1. Lack of understanding of educational idea about training. 2. Lack of brand consciousness about training. 3. Insufficient understanding of the marketization mechanism of training. 4. A great trend towards general education in training method. 5. Teaching staff problems. 6. Lack of ability of training project's planning and design. 7. School conditions fail to meet the technological development. 8. Management mechanism cannot adapt itself to the marketization of the training.The paper further makes SWOT analysis of the training institutions of colleges and universities in terms of strengths, weakness, opportunities and threats. It can be seen that though the training institutions of colleges and universities are confronted with the weakness, such as insufficient thinking and understanding, low-quality management team, lack of competitive consciousness, insufficient cooperation with social force, insufficient investment of money and so on, and is threatened with the increasing competition, emerging of overseas training institutions and the flexible mechanism of private training institutions, they enjoy the strengths in being easy to realize multi-disciplinary integration, being adept in tracking the hotspot of industry development, mastering the trends of international development, integrating educational resources and training resources and resource strengths in being oriented to top training.What's more, at present China attaches more importance to the development of continuing education and broad market prospect lies in the continuing education and training. Besides, during the process of rapid development of China's economy, various types of training needs have seen significant increase. Therefore, if the training institutions of colleges and universities aim to expand the training market, the key lies in changing themselves! Based on the above analysis, the paper concludes the specific strategies of training market expansion. 1. Lay down the brand strategy. 2. Form the excellent training program group. 3. Construct integrated operation mechanism with politics, production, education and research. 4. Make innovation in international education and training cooperation model. 5. Improve the management operating mechanism of training of colleges and universities. 6. Set up the R & D and marketing mechanism of education and training of colleges and universities. 7. Implement the ability improvement project for the staff.The paper also presents the corresponding measures which are necessary for the colleges and universities in conducting continuing education and training business, especially in market expansion. For example, schools should publish appropriate files to change its"optional"sideline status, appropriate mechanism to guarantee their management, give support in the investment of the hard and software, and should ensure the hardware facilities that are necessary for continuing education and training.