Dalian Oriental College Degree Education Institution Marketing Strategy Research

With the development of society, higher education is spread up gradually in our country. Our country begin to enroll continually in universities in 1999, at the same time, the environment policy is also providing a good living soil to the development of private education. However, the development of the private school is very difficult because of the exist of many competitors. In order to survive better, it must to have a comprehensive scientific analysis on its own internal and external environment and make suitable educational marketing strategies. In order to keep the specific rules of academic education, and guide new marketing concepts and ideas in traditional marketing position, the education marketing ideas and strategies should be proposed in education field. Meanwhile, increasing core competitiveness of private education and making the private school can be survived and developed better in current and train more talented person to our country.In this article, we take the Dalian College of Oriental Studies as an example to have a deep analysis and practice on the marketing strategies of private school education.The thesis preferred introducing the background and significance of the topics, summarizing the history and present situation of education marketing at home and abroad, organizing ideas and content of the study; and then, introducing the summary of marketing and education marketing, at the same time, researching six education marketing theory and SWTO analysis method to provide a theoretical basis for behind actual case studies; then taking Dalian Institute of Oriental Studies as example to have a detailed explanation on the development of institute, through the internal environment, the macro environment and competitive environment analysis, using the scientific methods to get the advantage, disadvantage, opportunities and external threats of institute, in order to make better guidance to marketing strategy, I will display it in tabulation; On this basis, analyzing and correcting the marketing strategy of institute, elaborating separately on Brand marketing strategy, internal marketing strategy, service marketing strategy, relationship marketing strategy, channel marketing strategies and new digital marketing strategies, and using various marketing strategies to combine together to summarize its success as a special marketing model of Dalian Institute of Oriental Studies; at last, summarizing the marketing strategies in the whole development process, identifying the problems and shortcomings, and prospecting the future.