A Research Into Strategic Positioning Of Private-owned Vocational Colleges In Mass Higher Education

Private-owned vocational colleges is an important part of the private colleges. In the course of popularization of the higher edueation in China,private-owned vocational colleges play an indispensable role.Strategic positioning is the key problem of private-owned vocational colleges development strategy.The construction and development of private-owned vocational colleges can not get away from reasonable,scientific,and accurate strategic positioning. In recent years, private-owned vocational colleges have a great promotion in both quantities and qualities.But because of the weak base and the lack of efficient supports from government,private-owned vocational colleges in China have stayed in the lower level all the time. In order to drive private-owned vocational colleges to get a promotion and to be competitive in the higher education field,we have to reconfirm the location of them in two asepcts,one is the guide of the government,and the other is the college themselves.This paper is totally divided into seven parts. First part is introduction which introduces problems,expounds research actuality and narrates the reserch way and method etc. Second part is mainly to theory basis of strategic positioning. The third is to expounds strategic positioning connotation of private-owned vocational colleges, to analyze strategic positioning content. Part four mainly make use of PEST tools to analyze macro-external environment of private-owned vocational colleges. And use Michael Porter's Five Forces Model to analyze micro-level environment of colleges. Aims at discussing strengths and weaknesses of private-owned vocational colleges. The fifth part analyze on the fact of the strategic positioning, and describe misunderstanding of private-owned vocational colleges: the status of positioning error , level of positioning error, running blindly, the lack of school targeting features, operate in positioning uncertainty etc. Part six is about case research which analyze the characteristics of American private colleges. The text probes into legal system,mode,and appraisal of running as shool etc on the base of comparison. In the last partbased on the research for some fundamental problems like conception of strategic positioning and gives some theoretic solutions.