The Research On The Marketing Strategy Of Education Of Anhui Technical College Of G

While the speeding-up of China’s industrialization, the adjustment of industrial structure and constantly upgrading of technical equipment, there are more and more high skill talents are wanted by enterprises, so a series of policies and measures are introduced by both the state and local governments in order to support the development of advanced vocational education. Under this background, many advanced vocational colleges have been greatly improved including Anhui Technical College of G. A lot of school fundamental conditions and faculties were strengthened. Under the support of government policy, their graduates’ employment channels have been widened. Advanced vocational colleges seem to be ushered the development of "spring", however, this scene of prosperity did not last long time, and then suffered a "cold winter" since2012——the decline of the total amount of the university-entrance exam students, the mutil-channel of entrance ways, the crisis of the source of students, professional setting dropping out with the talent demand, the short of characteristic and the poor conditions of running schools, the difficulty of the employment and etc. gave a blow to several major advanced vocational colleges which is eager to develop.Advanced vocational colleges are facing reshuffling, if you want to survive, you must make a breakthrough. The education behind closed doors cannot meet the requirement of the current market development. The pattern of running mode idea and operation system of advanced vocational colleges are facing great changes. As for G college, although it develops well in every aspects at present, but because of the long-term effects of centralized management mode, and weak in marketing concept, which leading to the market orientation of college education is increasingly unclear, the feature of profession-run school is becoming more and more vague, the core competitiveness become weakness gradually.To make their own educational philosophy, professional and curriculum, and the cultivation conform to market and social needs, realize a long-term stable and sustainable development.it requires that the colleges must have a thorough understanding of their customers’ demand, and apply the relevant concept of marketing management to the actual running.In this paper, through the analysis of marketing situation of G college and the present problems. Have a comprehensive consideration of inside and outside market environment of the school, giving a clear positioning for two major markets of enrollment and employment, finally, to discuss the strategy on how to carry out marketing activities in the process of running college by the4P theory, aims to help the college continued to upgrade its own brand, enhance core competitiveness, while it also has certain reference for other advanced vocational colleges.The first chapter of the paper will summarize the background of selected topic, significance and research status, researching ideas and methods, innovation points and deficiencies of the thesis.To know the current development status of G college education and the necessity of introducing marketing strategy to college management. The second chapter introduces some of the basic theories related to the paper in detail, so as to lay the research framework and content of theoretical basis. At the same time,although these theories are derived from corporate marketing practice, through the applicability analysis of the operations management based on these theories in adwanced vocational education, we find that marketing is not the patent of the enterprise. Actually, G college also need to use marketing tools to solve a series of survival problems because of changing of market conditions. The third chapter will focus on the current development of college education in the marketing environment by using SWOT environment analysis method,we should understand the internal advantage and disadvantage of the college education development as well as the external opportunities and threats.The fourth chapter will make market segmentation in detail about the G college education on the basis of the third chapter, and highlight the clear competitive advantage, probe into how to take target-marketing position of the college. The last part will build marketing management strategy conforming to the situation of the college education, by using the marketing mix strategy (product strategy, price strategy, channel strategy, promotion strategy), and help the college to achieve its marketing objectives and finally to achieve target customers’ needs and desires.