Research On Marketing Strategy Of Private Vocational School In China

Currently, private vocational schools, especially those run by enterprises have their unique advantages under the market economy system in China. They can get an access to the market through providing professional training, practical internship and cultivation with ordering form, therefore gaining their own growth, as well as transmitting lots of skilled talents for the development of economy. Shenyang Sunjin Technical School, is characterized as an intermediate level vocational school, specializing in technical and skill training, which is the branch school of SJ Education Group, a large entity encompassing both education and manufacturing industry. Since its establishment in 2004, strongly backed up by SJ Education Group in capital, management and other aspects, in addition to its unique and effective marketing strategy, it grows rapidly and becomes one of the top ones in the field. Therefore, the research on its marketing strategy has special significance to the development of private vocational education in China.The research analyzes the macro environment, micro environment and “SWOT” of Shenyang Sunjin Technical School. In the respect of macro environment, political, economical, social and technical environment are analyzed; as for micro environment, the existing competition, barriers to entry, substitutes, supply bargaining power and customer bargaining power are analyzed; as for “SWOT”, strength, weakness, opportunity and threat are analyzed respectively, and further analyzed by building a SWOT table. According to the newly-built theory, the marketing strategy of vocational schools in Austria and America is compared. Finally, taken Shenyang Sunjin Technical School as an example, “Sunjjin” Strategy is summarized for the development of vocational school in China.“Sunjjin” Strategy for the development of vocational school in China, regarding customer-based product strategy are certain target-based brand strategy, differentiation quality strategy, and assurance to product-service strategy; regarding cost-based price strategy are low-price scaled development strategy and cost sharing strategy; regarding convenience-based place strategy are place-network strategy and outcome-demonstration strategy; regarding communication-based promotion strategy are public concern strategy, advertisement strategy and on-sale promotion strategy.