Research On Service Marketing Strategy Of Recruiting Students In Sichuan HT Vocational College

Since the reform and opening up,China's higher education has achieved a leap from elite education to popular education.At the beginning of the reform and opening up in 1978,there were 867,000 students in China's higher education.By 2016,the number of students in higher education in China had reached 36.99 million,and the number of students in school had increased by more than 42 times.At present,the scale of higher education in China ranks first in the world.As an important part of higher education,higher vocational education in our country has seen a significant increase in the number of institutions,the scale of enrollment,and the proportion of admissions.As China's demographic dividend gradually weakens and the number of people of higher education's school-age population declines year by year,higher vocational colleges are faced with increasingly fierce competition.The competition between vocational colleges is essentially the competition of students.This pushes the pressure on enrollment in universities.How to attract more and more excellent students,ensure the long-term stability of college enrollment scale and steadily improve the quality of students,has become a difficult problem in the recruitment of vocational colleges.This thesis takes Sichuan HT Vocational College as the object of study.The quality of the college students' source is declining,the professional volunteering is unbalanced,and the reduction of student sources outside the province is a difficult problem to be solved.Based on the theory of service marketing,this thesis firstly uses Michael Porter's Five Forces Model to analyze the competitive environment of the college and the advantages and disadvantages of the college and the opportunities it faces.And comprehensive analysis of threats;then through questionnaires,data statistics and analysis,and STP marketing strategies of the college's students,the College's student source market is subdivided and the target market is selected to determine the orientation of the college's student source market;Marketing 7Ps combination theory and the author's practice in recruiting for many years have summarized and put forward service marketing strategies suitable for the college's enrollment.Through the formulation of marketing strategies for the seven aspects of products,prices,channels,promotions,personnel,service processes,and tangible display,in order to increase the college's attractiveness to high-quality students and to optimize and rectify the unbalanced problem of voluntary reporting through specialization,In order to solve the problem of enrollment in the college.It is hoped that the study of this paper can enrich the service marketing strategy research of higher vocational colleges and universities,and at the same time provide reference for the enrollment and marketing of other higher vocational colleges.