Study On The Target Marketing Strategies For The Graduate Employment In Gansu College Of TCM

With the rapid increase of the number of college graduates, medical students that graduated in 2009 amounted to 1,080,000, which made the employment situation much worse. Gansu College of TCM, which locates in the underdeveloped northwest inland of Gansu Province, is the only medical college there. As the nearly saturated employment market of Gansu is hard to absorb more medical students, this thesis will contribute to the discussion of how to solve this thorny problem.The theoretical study and practical exploration concerning this area have made lots of achievements, of which the marketing concepts of'colleges as industry, thus students as products' and 'employment of college students as marketing' are widely recognized by researchers, practitioners and even the whole society.This thesis, with Gansu College of TCM as its case study, made a questionnaire survey and analysis of the employment situation with its affecting factors of the 426 college graduates in 2009. The thesis composes of seven parts:firstly, it makes a review of the STP and marketing mix 4P theories, as well as an elaboration on the marketing research of college graduates' employment. Secondly, it makes another analysis of the employment situation for college graduates in Gansu, particularly a research into specialization, employment situation and main difficulties with its causes for those graduates from Gansu College of TCM, also a STP analysis of target employment market. Based on above analysis, it proposes an expanding strategy for the target employment market and eventually a suggestion on guarantee system of implementing those strategies.