The Analysis On The Target Marketing Strategy Of Enrollment In Private University

As an important complement, the private higher education is a primary part in our national higher education system. Since 1992, the private higher education has entered a period of rapid development. The number of private universities increased, the education industry dimensions expanded ceaselessly, the registered students rose, and the private higher education extended promptly. This auspicious situation obscured the problems in private higher education field, especially the lag in marketing strategy. From 2007, the student resource of private university market was atrophic gradually, lots of problems appeared obviously. The source market and job market have become the essence for their survival and development, even become the deadline for the private universities. For Beijing city, many factors should taken account into owing of its unique geographical features, the general principle is " to help the special, to enhance the priority", so some private universities which do not meet the actual needs were dismissed. In such adverse market environment, H became one of few successful private universities, with the enrollment has increased in 2010 comparing with the last year, H got rewarded by government due to its scientific and correct marketing strategy. According to its marketing strategies in 2010 and the relative marketing theories, this paper analysed internal and external environment of H university, learned the STP marketing strategy, product and service strategy,the procedure of strategy formulating and performing deeply, and expressed the significance for running the relevant marketing strategies of private higher schools in the market. Consequently the paper tried to provide the reference for the marketing strategy for the private higher education.