The Study Of Admissions Marketing Strategy Of Henan WF College

With the carry out of China’s family planning policy and social reality, the number of newborn babies is declining. The number of students who took part in the National College Entrance Examination reached the highest of10.5million in2008. However, the number had an overall decline since2009, this situation will continue until2017to2020after. Therefore, some medias report "China’s higher education have entered the era of crisis because of the declining number of students." For domestic private colleges, the effect on declining number of students will be more apparent because of the following reasons:First, most of private colleges have a short development history. Second, most of them lack of policy support. Third, kinds of development problems lead to low social awareness and reputation. In a word, the declining of students’numbers will directly affect college’s income and sustainable development. Therefore, students’competition has become the key factor in private college’s survival and development.The marketing concept had been widely used in various fields and promoted the development of related industries and the national economy since it was introduced to our country. In today’s increasing competition, private colleges have tried to apply the marketing knowledge and practice into admissions. What’s more, they will also put the marketing concept, organization and skills into admissions. Therefore, education marketing was applied in higher education. Parts of private colleges have announced to stop enrollment or their source of students have dropped sharply because of the ineffective marketing strategies or other problems occurred in their development. Parts of private colleges disturbed the students market by using unfair competition methods. Some private colleges, however, enrolled lots of students and got high awareness and reputation through the effective enrollment marketing strategies. WF College is the first independent college in Henan, whose new campus was created by YH Education Investment Co, ltd in2008, and turned into private college from public college. This article firstly studied the classical marketing theory and educational marketing theory. Then, through SWOT analysis and questionnaires, this article also analyzed the current marketing environment and strategies used in WF College’s enrollment. At the same time, by using case analysis, the author found shortcomings occurred in WF College’s enrollment strategies through analyzing other private college’s typical strategies. At last, the author suggest that WF College could achieve the goal of enrollment by using brand marketing strategy, internal marketing strategy, differentiated marketing strategy and relationship marketing strategy.Conclusions of this articles not only will be applied to the author’s future work and provide guidance to the enrollment of WF College, but also will they provide references to other private college’s enrollment.