A Study On The Enrollment Propaganda Strategy Of A Private Higher Vocational College In Sichuan

"One million higher vocational enrollment expansion" is defined as the spring of higher vocational education.The encouragement of national policies brings opportunities for higher vocational education and doubles challenges.In recent years,the number of higher vocational colleges keeps growing,Private colleges and universities expanded enrollment,and public college also expand the enrollment scale,Private vocational colleges in a weak position,It’s like being at the bottom of the food chain.the number and quality of students has become particularly serious.Private colleges and universities are almost funded by students’ tuition fees.The number of students determines the size of the school and the future development trend of the school,decides the survival of the school.The most powerful way to obtain students is to expand the popularity and influence of the school through enrollment publicity,so that more people can hear,see and understand all aspects of the school,and recognize and study.With the rapid change of the information society,the enrollment publicity model of colleges and universities has also undergone great changes。The post-00 s have more diversified channels to obtain school information and different concerns about the school.Higher vocational colleges have different educational attributes and social responsibilities compared with undergraduate colleges.Influenced by the traditional social prejudice and the current increasingly fierce competition,higher vocational colleges have begun to increase the recruitment publicity work to attract students(especially high-quality students)to apply for the school through a variety of ways.In order to achieve results in enrollment,all colleges and universities are exploring their own characteristics,innovating publicity content,and actively trying various emerging publicity media.Each school has some specific problems and characteristics,and the applicable strategies are also different.Taking A private vocational college in Sichuan as an example,The current situation of the enrollment publicity work of University A,including the overall situation of the school,the establishment of the enrollment team,the existing enrollment methods and channels,and the situation of the industry competitors,and summarizes the difficulties and shortcomings of the current enrollment publicity work of School A.Then,through the interview with the enrollment publicity team and the questionnaire survey of 2020’s freshmen,the reasons for the enrollment problems of University A are analyzed and the improvement methods are explored.Finally,according to the research results,combined with the 7P marketing theory,the paper puts forward optimization suggestions such as improving the enrollment publicity team and incentive mechanism,facing up to the school positioning and tuition issues,innovating promotion policies,creating layered and bright publicity materials,diversifying enrollment channels,tangible display,and strengthening enrollment publicity process management.This paper aims at A University specifically,at the same time,it provides some reference for other universities.