The Study Of Applying Marketing Strategies In Vocational College

In the past twenty years, Higher vocational education has developed veryquickly and become an important part of the higher education in China. With thedecrease of the birth rate and university enrollment expansion, The service market ofhigher education increasing fierce competition of enrollment. If vocational collegeswant to survive and develop in this competition, They must make out their ownmarketing strategy based on a clear understanding of the current market situation andthe characteristics of themselves.Marketing theories has been used not only in the area of production, and also inschools, research institutes, hospitals, charities and other non-profit institutions andother public institutions due to the growing competition in developed countries.Non-profit organizations in China introduce the marketing concepts lately, especiallyvocational colleges are basically in the exploratory stage, there are many problemsexiting, such as graduates cannot meet the needs of the society; services they providedare not able to satisfy the students and parents; They always neglect the quality andbrand building. The main reason for these problems is because vocational collegelack marketing concept.From this paper, Vocational colleges should analysis macro and microenvironment and target customers’ characteristics and demand, then apply7P theoryof services marketing to enhance their education and service quality, theseimprovements include: the teaching methods become student-centered; strengthen thepractical training; enhance the psychological support counseling system and theapplication of appropriate psychological therapy to improve the experience ofvocational students; strengthen service awareness of the staff and simplify the processof service; charge tuition flexibly; publicize school by word of mouth and hardwareand software exhibition; create a wide range of social communication channels.In brief, applying marketing strategies will promote the service quality ofvocational colleges, improve customer satisfaction and provide more value forcustomers, enhance the society’s recognition to vocational education, ultimatelycontribute for the socio-economic development.