Research On On-Line Marketing Strategy Of Y Company’s School-Enterprise Cooperative School-Running Project

In recent years,with the great efforts of China to develop vocational education,various vocational colleges and universities had trained a large number of high-quality labor forces for society,promoting the development of China’s economy and society.Nonetheless,with the increase of graduates,the problems of disconnection between their skills and job demands was gradually exposed.Due to the difficulties in employment,many vocational colleges and universities had encountered difficulties in recruiting students.In order to sustain their own development and respond to the call of "Deepening the integration of industry and education",many vocational colleges had introduced social enterprises and vigorously developed school-enterprise cooperation in running schools.Under this background,Y company actively developed school-enterprise cooperative education projects and collaborates with many colleges and universities in the Liaoning Province to cultivate talents with "educational background+skills" to meet the needs of social development.Y company had been carrying out recruitment marketing through traditional offline channels for nearly ten years,and had begun to try online marketing in recent years.By studying the network marketing strategy of Y company’s school-enterprise cooperation in running a school,and combining with the actual situation of Y company,we can formulate a feasible workflow to provide support for the continuous promotion of Y company’s network marketing work.4R theory was used to study the network marketing strategy of Y company’s school-enterprise cooperative school-running project,and to formulate a feasible network marketing plan according to the current situation of Y company,so as to improve Y company’s marketing level and marketing ability,so as to effectively improve the market competitiveness of the enterprise.The research conclusion of Y company’s school-enterprise cooperation project network marketing strategy had practical application value for improving the management level of Y company’s school-enterprise cooperation project network marketing,and had reference value for the development of similar education industry education project network marketing strategy.This paper adopted the methods of literature research,investigation and so on.The marketing strategy of Y company’s school-enterprise cooperative school-running project was taken as the research object,andstarted from the characteristics of the cooperation between colleges.First,by using pest analysis method of Y company’s internal and external environment analysis,combined with the SWOT matrix analysis results,in the field of specialty in higher vocational colleges education customers characteristics,habits,preferences and characteristics for market segmentation,selected the appropriate target market,a clear production product service clear positioning.Based on the systematic analysis of the network marketing problems and marketing environment of Y company’s school-enterprise cooperative school-running project,the marketing mix strategy of Y company was formulated according to the overall framework and ideas of relevance strategy,market response and relationship marketing and profit return.From the aspect of association strategy,the core competitive advantage of Y company’s curriculum system and training and employment service should be established.From the aspect of reaction strategy,a marketing team should be established to respond quickly and seize the target group according to customer demand,market trend and real-time marketing data to improve market share.From the aspect of relationship strategy,it was necessary to establish a benign relationship with all groups.From the aspect of return strategy,it was necessary to find the optimal combination,pay attention to word-of-mouth marketing,reduce transformation cost,and achieve long-term and stable development of enterprises.