Research On Enrollment Strategies Of Zhejiang Z Independent College

Independent colleges in China have experienced a change during the past decade,and now they are ushering in new challenges for the reason of Decree No.26 which was promulgated by the Department of Education,these colleges will be forced to became private colleges,or degrade to be vocational colleges.Therefore,it is important that how independent colleges to stand out in the fierce competition in the market of education.Based on the theories of marketing,service marketing and education marketing,this article took Zhejiang Z independent college as an example,using literature analysis,questionnaire survey and other research methods,first analyzed this college’s internal and external environment,enrollment status quo and marketing strategy,and then pointed out its problems in enrollment marketing,ultimately proposed optimization tips and safeguards.In addition,this article suggests that marketing helps independent colleges to complete its mission by having their own brand characteristics,such as optimizing enrollment plan,strengthening professional features and enhancing the image.Conclusions of the paper can provide some guidance suggestions for independent colleges to formulate enrollment strategies,and they also can bring enlightenment and practical value.