Study On Management Of Enrollment And Vocation Guidance In Independent College

With school-age population of higher education continued to decrease, higher education market will gradually form into buyer's market pattern, Independent schools will be faced with a cruel competition for recruiting students. With the help of marketing theory, this article explore ways of enhance the management effectiveness of independent colleges to achieve the purpose of personnel training and the national interest.From the background and the present situation of educational marketing study, including Jiangxi 13 independent institutes for subjects, this article sorts out the development process and the current situation in education marketing, and analyzes the main question of the independent institute of Jiangxi province in higher education marketing:Large Policy constraints, low self-flexibility; backward management concept, inadequate attention to it; unclear target market and inaccurate market positioning; fairly low overall level and lack of specialized personnel; lack of students orientation; blank internal marketing and improper brand management..Through the analysis of the cause of existing problems, with the aid of archetype analysis technology, this article analyzes the limiting factors for independent schools of higher education to implement customer orientation in marketing and establishes laboratory upper limit archetype modes for fund shortage laboratory personnel upper limit archetype modes for the professional ability, upper limit archetype modes for experimental teacher participation, upper limit archetype modes for management system, upper limit arcetype modes for the cap bias between decision-makers and sub-fundamental, and the modes for the adoption and operation carried out by the independent institute of Education based marketing,customer-oriented schema development.According to Peter M. Senge's management principle of exterminating and reducing the negative feedback loop constraints, and what is put by Jia Renan and his team:relevantly introducing its own responsibilities and interests of the subsystem; with the realization of the responsibilities and interests of the subsystem, the overall system target will be achieved, the management of countermeasures is put forward.In the case of G college, SWOT analysis of the marketing conditions is used. According to the status quo of G college, the target market is chosen and located. And the market strategy based on customer orientation is put forward, that is, putting independent brands building at the core, and meeting the demand of customers to implement teacher program, working process direction program and public relation maintaining program, etc, aided with the marketing strategy based on customer orientation.This research helps improve higher education sector marketing theory and promote its development in non-profit organization; provides reference for administrators in independent colleges to find effective strategies in the coming of the buyer's market and is good to improve the competitiveness and sustainable development of our higher education.