The Research On University Management Strategy Under The Perspective Of Marketing

Along with the further deepening of China’s economic and educational reform, most of today’s market has been transformed from seller market to buyer market, and the same changes occurred in China’s higher education. In the wake of university enrollment subsequently the quality of domestic higher education fell sharply, theories such as university useless and education surplus become prevalent, the university graduates employment becomes a big problem. Now some parents and students are skeptical about university, they think university is not necessarily the best choice, combined with the number of school-age youth to participate in College entrance examination is reduced, status of students of college is not optimistic. But, on the other hand, various colleges and university in different levels have been established just like bamboo shoots after a spring rain, resulting in the higher education market oversupply situation. Research on market strategy of S college through study non-profit attribute of higher education and development history of private university, propose optimization scheme after empirical analysis of the strategy. According to the result of the research, provide personal ideas for domestic universities how to be well received for ever under the tide of popularization of higher education.This paper focus on strategy analysis about how the private university which in the inferior position in the higher education market to survive in the crack. The study is divided into three parts. The first three chapters are the first part of this article.Starting from the history and methods of nonprofit organization marketing, expounds the possibility and feasibility of bringing marketing method to the higher education.The forth chapter is the second part of this article, taking S college as an example of empirical analysis, summarized the marketing strategy and existing problems of S college. Then provides a brief overview of the size and the course of development of the S College. And use the SWOT strategic analysis of the Marketing Management, drawing the strengths and weaknesses in the education market of S College at last.The third part of this article is chapter5. This part finally propose optimization advice in connection with disadvantage of S college marketing management which cover product, price, channel and promotion respectively, summarizes method and specific implementation strategy such as enhancement product connotation, direct marketing instead of strengthening agent marketing, strengthen word-of-mouth marketing and brand marketing, increase media advertisement, welcoming new students more intimate.