Research On The Enrollment Marketing Strategy Of Sino-foreign Cooperatively-run FM College

Sino-foreign cooperative education is an integral part of educational undertaking and an important form of educational opening-up in China.Meanwhile it is also an inevitable trend of economic globalization and education internationalization.With the relevant documents are enacted and implemented,such as Regulations on Sino-foreign cooperative education of the People’s Republic of China,Implementing measures for regulations on Sino-foreign cooperative education of the People’s Republic of China,The Ministry of Education comments on further strengthening quality assurance of Sino-foreign cooperative higher education school,Comments on the works of educational opening-up in new period,etc.Sino-foreign cooperative education is researched and concerned by more and more scholars.As a new school-running mode,Sino-foreign cooperative education should further enhance its conditions of running school,quality of teaching,social approval degree,etc.Moreover,it has brought huge challenges to enrollment of Sino-foreign cooperative education.Regarding FM College as the research object and basing on the marketing theory of business administration subject,this paper intensively conducts research on enrollment marketing of Sino-foreign cooperative education.The introduction part elaborates on research background and significance,review of related researches,research methods and ideas,main innovations and shortcomings.Chapter one defines the concepts of Sino-foreign cooperative education,marketing and educational marketing.And it also summarizes the main theories which are used in the paper.Chapter two analyzes FM college Sino-foreign cooperative enrollment marketing on current situation,macro-environment,competitive environment.In addition,this chapter makes an enrollment questionnaire survey on FM College Sino-foreign cooperative students to fully understand the target students’ requirements.Chapter three comparatively analyzes enrollment marketing strategies of domestic and foreign colleges and universities.Therefore,this chapter has summarized experiences which can be used in FM college Sino-foreign cooperative enrollment marketing.Based on 4Rs marketing theory,chapter four puts forward the FM College Sino-foreign cooperative enrollment marketing strategies and supporting measures with high feasibility.Chapter five is the summary and prospect of this paper.Through the research,this paper guides FM college to optimize and upgrade its Sino-foreign cooperative enrollment marketing strategies,also explores FM college Sino-foreign cooperative enrollment marketing superiority and enhances the effect of FM college Sino-foreign cooperative enrollment marketing.In the meantime,by summarizing Sino-foreign cooperative enrollment marketing rules,this paper is aimed at developing a set of scientific Sino-foreign cooperative enrollment marketing strategies which can provide some referential value to similar Sino-foreign cooperative enrollment marketing.