Research On The Enrollment Marketing Strategy Of BW College

With the influence of family planning policy since the reform and opening-up,the age-appropriate number of higher education in China has been declining year by year since 2009.The implementation of the two-child policy is expected to restore the number of students only after 2034.The implementation of the new entrance examination policy has intensified the competition for students in higher education institutions.It is expected that the crisis of enrollment for private higher education in China will be around in 2020.As for private higher education which has not yet formed its core competitiveness,how to survive the crisis and how to survive and develop has become the focus of the organizers of private education.This study takes BW College as an example,combining the current development trend of private education and the specific reality of the school,to carry out in-depth research.In the introduction part,this paper elaborates the background,significance,writing methods and ideas of the topic selection in detail.Then it analyses the relevant marketing theories,defines the relevant marketing concepts,and introduces the research status of both domestic and abroad educational marketing in details.Then it makes a detailed analysis of the macro and micro environment BW College is facing,and summarizes and analyses it.This paper introduces the concept of admission marketing of BW College,which uses PEST and SWOT analysis method to analyze the political environment,economic environment,social environment,scientific environment,as well as the strengths,weaknesses,opportunities and challenges faced by BW College.Then it uses relevant admission marketing strategies to analyze,such as market segmentation,market positioning,target market selection and so on.Finally,this paper analyzes the current situation of students enrollment marketing strategy,and puts forward a series of solutions to promote the optimization of the college’s marketing strategy.The conclusion of this study can be used in all kinds of students recruitment activities of BW College in the future.It is expected that it will have some influence and change on improving the enrollment efficiency of BW College,and it will also have a certain reference for the study of enrollment marketing strategy of private colleges and universities.