The Marketing For Students Of Universities In China

Marketing roots in competitive environment, so does the marketing for higher education. The globalization of higher education depends on that of the economy. As for the potential students market, the institutions of higher education are facing a fierce competiton from both inland and abroad under the background of interationalization of higer education, especially when the population of the right age for higher education will decede after 2010. Therefore, it's essential to introduce the theory of marketing into the administration of universities. What's more, the students market is the core market among all the markets of universities. So this dissertation focuses on the marketing for students in order to recruit more students.The first and the second chapers manily review the former studies about this topic. It discusses the essential attributes of higher education which are non-profit and ministrant and then give reasons to the introduction of marketing theory into universities.A strategic planning is a must before carrying out any tactic. As a transition, the third chapter describes the manipulation of marketing stratrgies in brief: the investigation, segmentation, target-selection as well as orientation. As the key part of this dissertation, the fourth chapter discusses the 7Ps strategies respectively: Product, Price, Place, Promotion, People, Physical evidence and Process, during which vast domestic and abroad practical cases are cited to analyze how to opperate each strategy in the practice as well as considering the unique features of higer education.