Researching On The Marketing Strategy Of Quanzhou Advanced Technical School

In recent years, under the influence of the booming enrollment at Chinese high schools, the decreasing of the college-age population, and the rise of the non-governmental high schools and vocational training structures, the competition within the service markets of the vocational and technical education has grown more fierce. The developments of these shools have passed through the peak to go downhill, even some schools have stayed on a close or merger path. However, with the development of economics, the high skilled workers continued to be in great demand, have its market potential. In order to survive in such an enviroment, a vocational school must change its running idea and the thinking manner, follow closed the development of the market economy, come up with education marketing ideas. On the basis of analyzing the internal and external enviroment, the school must have a precise location of running ideas and development goals, and frame a marketing strategy suitbable for its self-development.Based on the marketing theory, this paper regards Quanzhou advanced technical school as a research object, systematically analyzes marketing environment of this school, states and summarizes the problems with the current enrollment ?employment ? serive and relationship in marketing activity, bring forwards the marketing strategies for establishing a chararcteristic secondary vocational shcool.Firstly, this paper introduces the background,signficance, method and innovation, uses the marketing and service marketing theory as reference, understands the development about the theory and practice of marketing in school education both home and abroad. Secondly, it analyzes the internal and external environment which the technical school is located in, gives the research of customer's satisfaction for school, provides evidence for designing a marketing strategy. Thirdly, through utilizing branding marketing, service marketing, the marketing of the target market and relationship marketing, explores the market strategy of shcool. Finally, it proposes the implementation plans for the overall marketing of school.