Study On Private College Enrollment In The Perspective Of Educational Marketing

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 of 10.5 million in 2008. However, the number had an overall decline since 2009, this situation will continue until 2017 to 2020 after. 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 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 affected 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 beause of the ineffective marketing strategise or other problems occurred in their development.Parts of private colleges,however,enrolled lots of students and got high awareness and reputation through the effective enrollment marketing strategies. GB College is the first independent college in suzhou, whose new campus was created by GB Education Investment Co, ltd in 2008,This article firstly studied the classical marketing theory and educational marketing theory.Then,thorugh SWOT analysis and questionnaires, this article also analyzed the current marketing environment and strategies used in GB College’s enrollment. At the same time,by using case analysis,the author found shortcoming occurred in GB College’s enrollment strategies through analyzing other private college’s typical strategies. At last, the author suggest that GB College could achieve the goal of enrollment by using brand maketing strategy.Conslusions of this articles not only will be applied to the author’s future work and provide guidance to the enrollment of GB College,but also will they provide references to other private college’s enrollment.