Research On Marketing Strategy In Enrollment Of Higher Vocational Colleges

Since 2012,many higher vocational colleges have experienced unprecedented recruitment difficulties due to the influence of the country's overall source of students and employment environment.The enrollment of H vocational college also appeared the phenomenon of decline,the enrollment plan and the actual enrollment number have a big gap,and then caused the parents and students satisfaction,the quality of students and the impact of the school brand.This article uses the marketing theory to analyze the shortcomings of the marketing ideas and strategies used in the recruiting work of the University,and puts forward some suggestions,which can also provide reference for other colleges to form their own recruiting marketing strategies.According to the theory of marketing,this paper gives a systematic overview of the basic concepts of college marketing,enrollment marketing and enterprise marketing,and combs the historical changes of marketing combination theory.Using the theory of marketing 7P combination,the application of marketing strategy and the existing problems in recruiting students in H vocational college is analyzed in this paper.In particular,the quality of educational services needs to be improved urgently,the living channels of educational services need to be improved,the educational service process needs to reflect the advantage of differentiation,the level of specialization of educational services recruits needs to be improved,the promotion of educational services needs to be strengthened,and the physical display of educational services lacks attractiveness.Based on the analysis of the marketing environment,using the theory of 7p combination,the author finds out the reasons of the problem of recruiting and marketing by means of the questionnaire.It is believed that by strengthening the implementation and promotion of product service differentiation,formulating reasonable and fair price strategies,strengthening Channel Construction,increasingpromotion and publicity,strengthening the recruitment staff,optimizing the quality control of education service process,and making full use of physical display,can better achieve the goal of enrollment and achieve competitive advantages.