Studies On The Marketing Strategy Of TF Independent College

In the era of knowledge economy, the strategic position of education is self-evident. As the production of the higher education massfication,independent colleges have entered a period of rapid growth since 1999.Independent colleges not only explore courageously for the running mechanism of higher education, but also play an active role in the aspects of expanding resources and the scale of higher education.Like any new born things, many problems have arisen with the rapid development of Independent colleges,such as the problems of development orientation, teaching faculty, specialty setup, etc. Many Independent colleges may encounter the students'crisis, even survival crisis because of the changes of macro environment and industrial environment.Taking TF independent college as an example,the author explores the appearance and development of it, then intruduces the theory of education marketing, the theory of service profit chain and the theory of the integration of internal marketing and external marketing into the concrete practice of TF independent college and make feasible internal marketing and external marketing stategies by identifying the mainstream trend of change of the macro environment and industrial environment evaluating the adaptability of the college.Only in this way can the colleges improve their competition power of the college and realize the optimization of resource allocation and the maximum of efficiency. This may offer a reference for other independent colleges even the private colleges.The thesis is divided into four parts that are introduction, theoretical overview, practice analysis, conclusions and prospect.The first part introduces the background, the purpose and meaning of research, the frame of study. The second part gives a brief narration to the theory of education marketing, the theory of service profit chain and the theory of the integration of internal marketing and external marketing—The marketing-oriented of education institutions means that, provide service, value and customer satisfaction of high quality by identifying the requirements of the target market, then design, disseminate, pricing and provide appropriate competitive products and services to meet the target market. The theory of service profit chain puts forward the concept of internal service quality of enterprise, reveals the the relationship between employee's satisfaction, employee productivity, customers'satisfaction and the competitiveness of enterprises. The theory of the integration of internal marketing and external marketing points out that the marketing effect of the internal and external marketing will be strengthened through the integration of each other,and only through the mutual cooperation of the internal and external marketing can eventually realize customer's satisfaction and achieve the goals of colleges. The third part develops mainly on the basis of the analysis of background and the current situation, environmental analysis, target market positioning, internal marketing strategies and external marketing strategies. The fourth part draws the conclusion of the thesis.TF independent college, as one of the exemplary colleges of Chinese education reform and innovation in the 21st century, should aim at cultivating a large number of happy and satisfied customers which include students, parents, alumni, faculty and employer. On the one hand, TF Independent college defines the importance of serving for "the internal customers", then tries to improve the compensation and incentive system by the performance-oriented individual allocation mechanism,the allocation system which lays more emphasis on the departments,the levelling incentive system,etc,while constructs the emotional incentive system which is democratic, harmonious, competitive and uplifting.Only by this can realize faculty's satisfaction and achieve successful "internal marketing".On the other hand, TF independent college always pays close attention to the expectation, perception,satisfaction. and perception to competitors of "external customers", then improves services, promote the brand image of TF college to increase the value of external customers" by formulating correct service product strategy,service value strategy, channel strategy, communication strategy.Only by this can the TF independent college obtains the competitive advantage of sustainable development.