A Marketing Promotion Strategy Study On The Enrollment Of Private Colleges Under The Reform Of The College Entrance Examination System

Private higher education in China developed rapidly under the premise that our country encourages social forces to develop education.Along with the advancement of the College Entrance Examination system reform,it is evident that private colleges and universities have more disadvantages than the famous universities and foreign institutions in the competition of enrolling students.Private colleges and universities should take effective measures to ensure that the function of the private education resources can be brought into full play,so that the best two-way selection between students and colleges can be reached.Therefore,the innovative application of recruitment marketing strategy appears to be particularly important.As a private college,Yanching Institute of Technology(YIT)has been making effort to improve its teaching quality.At the same time,a major breakthrough has been made in intensifying the management idea and market consciousness,promoting marketing value,expanding of the college's social influence and setting up a nice image in the society.The thesis is guided by the theories related to management and marketing including the classic marketing environment analysis(PEST)model,4Ps theory,strength and weakness analysis(SWOT)model.This is an empirical research which combines the application of marketing strategy of YIT's enrollment.It summarizes and concludes the work which has done in each part of the school enrollment season,analyzes the relevant theories and then guides the adjustment of the actual work.This study finally demonstrates the unique logic process of enrollment marketing pattern formation of YIT,analyzes existing problems in the present enrollment marketing model,puts forward some countermeasures to improve it and perfects the recruitment marketing strategy system which fits for YIT.This study is based on the height of the private colleges recruitment marketing strategy,focuses on a series of existing problems of private universities recruit students propaganda,tries to reveal the law of how to participate in market competition of recruitment which includes systematic thinking and preparation,resources integration,scientific decision-making,dynamic work---to keep doing meticulous marketing work all year around and establish effective relationship maintenance mechanism for the recruitment of students propaganda channel and target groups,and finally obtains a series of solutions to the problems.The aim is to provide a reference for more private colleges and universities in the decision-making process of recruitment publicity strategies.