Research On International Education Marketing Strategy Of YJTC

With the continuous development of economic strength,the education and cultural identity of China all over the world are increasing.More and more foreign students choose to come to China for Chinese language learning or major study,which makes the demands for China’s education show an upward trend.At the same time,in order to strengthen the competitiveness of China’s education in the international market,the international education level of a school has become an important indicator for educational administration department to evaluate the comprehensive ability of running a school of colleges or universities.In recent years,most colleges and universities in China have signed international cooperation memorandums with foreign schools,educational organizations,educational administration departments or other government institutions in order to promote the internationalization of schools.However,there are not so many projects be implemented.Instead of waiting for the cooperator to send students to China to study,it is better to train more professional talents for other countries by combining the "bringing in" and "going out".The premise of training more professional talents for other countries is that a large number of foreign students choose China’s educational products.As a rising star in international cooperation and communication,YJTC has made some achievements in the international construction of school through the guidance of its practical experience in recent years.If by applying the theoretical knowledge of marketing to the international construction of the school,there will has a theoretical guiding significance for the recruitment of international students for YJTC.Based on the theory of marketing,this paper adopts the methods of literature research,qualitative analysis and quantitative analysis,and comparative analysis.This paper consists of six parts.The first part is the introduction,which includes the background and significance of the research,the research trends at home and abroad,the literature review,the necessity of the research and the introduction of the technical route.The second part is a summary of relevant theories,including target marketing theory,SWOT analysis method,service marketing theory,international marketing theory and international education marketing theory.The third part is the analysis of the environment for YJTC to carry out international education and marketing from the macroscopic environment(including economic environment,political environment,social and cultural environment,science and technology environment)and the microcosmic environment(including marketing intermediaries,consumers,competitors and the public).And to conclude the opportunities and challenges,advantages and disadvantages for YJTC to carry out the international education and marketing.The fourth part is the analysis of the current situation and problems of YJTC international education marketing strategy.The STP analysis is used to explain the market segmentation,target market selection and target market positioning of YJTC at the present stage.The 7P marketing combination of service marketing and the public relations and power factors of international marketing are divided into the status of the international education and marketing of YJTC.Based on the above analysis,the existing problems of YJTC in international education and marketing are concluded.The fifth part is the suggestions to improve the international education marketing strategies of YJTC from the remarketing strategy,marketing strategy and guarantee measures.The sixth part is the conclusion,which is a systematic summary of the paper.The innovation and feature of this paper is to summarize the practical experience with the relevant theoretical knowledge of marketing of the recruitment of foreign students of YJTC,and formulate the strategy for YJTC to carry out the international education and marketing of to enhance its international competitiveness in the international student recruitment market on the basis of a large amount of research on the domestic and foreign research literature.It is hoped that this article will bring some help for the universities,especially the higher vocational colleges to carry out the recruitment of foreign students,and also hope that it can play a role in the international student recruitment and training.