Study On Enrollment Marketing Strategy Of Anhui Z Vocational College

In 1999, the nation began to intensify the development of higher vocational education, and a large number of higher vocational colleges have constantly emerged in the whole country in the past fifteen years. With the rapid expansion of the scales of higher vocational education, the quality and connotation construction have made certain achievements. At the same time, higher education are making continuous expansion in enrollment and the numbers of undergraduate and higher vocational colleges increase rapidly, in addition to a large number of domestic and international educational institutions entering in as well as other reasons, resulting in the increasingly fierce market competition. In recent years, the number of school-age population continues to reduce, leading to declining of university students sources, which further exacerbates the competition of student sources by universities at present stage.Because of many factors such as education level, admission score line, teaching quality and social concept, the recognition and acceptance of higher vocational education has been relatively low, which results in disadvantage of competition for higher vocational colleges. The present market situation of student lets a lot of higher vocational colleges face the test of survival and development, and Anhui Z Vocational College, the public college newly upgraded in 2012, is one of these colleges. Student source is the lifeline of the college. How to enroll more students becomes an urgent problem to Anhui Z Vocational College.The theory of marketing are increasingly being applied to the study of the management of colleges and universities at home and abroad, so this paper tries to use the marketing theory to discuss the combination strategies of Anhui Z Vocational College enrollment on the basis of introducing the domestic and foreign research status. The paper is divided into six chapters:the first chapter studies the development status and student recruitment dilemma of the higher vocational education in China and the marketing research history of higher education at home and abroad, and clearly defines the research significance, content and thought of the paper; the second chapter explains and discusses the relevant concepts and theories of the enrollment marketing of higher vocational education; the third chapter analyzes such macro-environments as politics and laws, economy, social culture and technology as well as such micro-environments as self-conditions, competitors, partners and clients for Anhui Z Vocational College to carry out enrollment marketing work; the fourth chapter specifically discusses the states and deficiencies of the enrollment marketing concept and the educational service of Anhui Z Vocational College in the aspects of whole product, delivering channel, promotion means, personnel, process and physical evidence; the fifth chapter provides the suggestion of combined strategies for the enrollment marketing of Anhui Z Vocational College according to the 7P combined strategy of service marketing; lastly, the sixth chapter briefly summarizes the whole paper.