Research On Marketing Strategy Of Student Source Market In Private Colleges And Universities

Private colleges is an important component of China's higher education.But due to its own development primarily funded by pedagogue tuition,so the number of students has been run by the local colleges and universities own development important guarantee.In recent years,China's higher education under the national policy and mass higher education demand,China's higher education entered the new stage,according to the statistics by the end of 2015,China already has more than 2820 colleges and universities in general,the earliest private colleges founded in vocational education,so far,about more than 720(including independent institute),has become an important part of higher education.With the continuous improvement of college entrance examination enrollment rate,private colleges and universities students market competition is becoming more and more big.According to the report from 2000 to 2014,college acceptance rates from 59% to 74.33%,the average annual growth rate of 10.7%,is expected to face a saturated,2019 Chinese universities run by the local colleges and universities will face the risk of "wash dish".With the popularization of higher education and open education,private colleges market competition not only from the domestic private and public universities,there are hundreds of foreign high-quality competition in colleges and universities.How the students stand out in the market,access to social and public recognition,safeguard its sustained and healthy development of the become an important subject in the development of private colleges.Through literature search,market research,as well as the theory reference,the first part of this paper is to analyze the present situation of the domestic private higher education,development situation and problems,analysis of private higher education students the significance of market research and its importance are pointed out.In this paper,the second part is on the basis of marketing theory analysis of non-governmental institutions of higher learning in the student market marketing strategy analysis,including from the demand of the market,the dependence of the education on brand,private colleges analysis,education level of the construction of brand positioning,marketing channels,marketing way and problems to analyze how can private colleges market occupy a place in the body,take high quality students.For private colleges XX college,analyses its students of marketing strategy,to run by the students the problems and deficiencies of the market,the brand construction and propaganda,market orientation,education level of source of positioning through analyzing several aspects,such as,analyze the difficulties and problems of private colleges students marketing,for the development of private universities in a steady,healthy long provides countermeasures and help.