Research On Promotion Strategy Of Undergraduate Enrollment In A New Public University N In China

Student quality is essential to a university so that recruitment is very competitive among universities in China.As a newly established public university in China without the titles of “project 985”,“project 211” or “double first class”,University N is still building its reputation.Recruiting the best students is a key to success,which is competing with some other famous universities at home and abroad.When University N is using 4P in its undergraduate enrollment recruitment,“product”,“place” and“price” in the marketing mix of 4P are under strict supervision of the government because it’s a non-profit organization.Only “promotion” can be freely used as a strategy in student recruitment campaign.Therefore,the comprehensive use of various publicity methods is very necessary,especially the appropriate use of word-of-mouth marketing and event marketing.This thesis studies the application of word-of-mouth marketing and event marketing of undergraduate enrollment campaign strategies in a new public university N in China.Hence,the findings can be used as a reference to other universities.The research methods used in this thesis include case study and comparative analysis.This thesis first reviews the relevant concepts,theoretical research and the latest practice progress of promotion,non-profit organization promotion,word-of-mouth marketing and event marketing.Secondly,it analyzes the current situation and publicity mode of a new public university N in China.PEST,Michael Porter’s Five Forces Model and SWOT are used to analyze the social environment of University N.This thesis also looks into the existing problems in the recruitment process of University N and the causes of the problems,which include the follows: University N is not well-recognized because promotion is not enough;information about University N cannot reach to the potential students and their parents because of poor publicity channels;the potential students and their parents are not familiar with University N caused by the poor publicity impression;one-sided or contradictory advertising of University N caused by insufficient management.Finally,this thesis proposes the optimization strategy of University N enrollment publicity.It’s found that University N can improve the propaganda effect of enrollment by the following four aspects: First,make good use of both traditional media and digital media.For example,use commercial advertising,sales promotion,public relations and personnel selling to increase the propaganda effect of University N;Second,apply word-of-mouth marketing properly to make potential students and their parents access information of University N directly;Third,use event marketing to deepen potential students and their parents’ impression of University N;Fourth,apply and integrate all kinds of publicity methods comprehensively to achieve the best effect of enrollment publicity.The novelty of this paper is that the application of word-of-mouth marketing and event marketing in a new public university N in China,recruitment promotion not only expands the range of word-of-mouth marketing and event marketing from profit-making organizations to non-profit organizations,it is also a supplement and extension of the existing marketing theories.