Study On Private College Enrollment In The Perspective Of Educational Marketing

Private colleges and universities in our country has been developed fast, For the sources of funding universities is based on tuition fee, it is a fact that enrollment has become the key factor to restrict the development of private colleges. Therefore, the effectiveness of the enrollment plays an important role in the development of private colleges.Comparing the introduction to private education in China with that abroad, this article makes analysis of the present situation of private college enrollment in China, and identifies the problems such as lack of the enrollment way method, false propaganda and low efficiency in enrollment. Therefore, the author further analyzes those problems on the aspect of fees, government support, school level, majors and so on. At last, in the perspective of marketing, the author discuses the lack of marketing strategy in enrollment and the necessity of introducing marketing, and gives advice to improve the enrollment efficiency, rules and regulations, and enrollment system.The thesis is divided into five parts:The first part presents the research situation, ideas, methods, contents and innovation based on the research background and significance.The second part expounds on China’s private colleges and concepts and the theories of educational marketing which means improving the educational quality and efficiency under the market economy. Educational marketing is an activity about sending necessary talents and scientific achievements to relevant institutes and apartments so that the educational aim can be achieved. The application of the educational marketing strategy is mainly used in the development of private colleges and universities.The third part makes analysis of the status of China’s private college enrollment, finds problems in enrollment. For example, huge enrollment teams, fuzzy advertising, uneven quality of enrollment officers, weak strengths of students etc.; in addition, the author analyses the reason for government policies, tuition, school quality, community assessment, reduction of students, social needs and graduate employment situation.The fourth part summarizes the development of foreign private colleges and their enlightenment to the private college enrollment in China. From the perspective of the development of private universities abroad, it is the supplement of public education, also it is superior to public education in quality and reputation.Comparing to that in China, private education abroad has a variety of sources of funds such as government financial support and society donation, private finance, tuition and foreign company investment.In addition, the school abroad combines the career with study and students are free to choose their future careerThe fifth part puts forward to suggestions on how to perfect private college enrollment in China:plan the private college enrollment from the perspective of marketing, do well in the top-level design carefully, pay attention to the construction of enrollment teams, build an enrollment brand, and layout the enrollment work pattern reasonably.