Study On Implementation Strategies Of Marketing For Schools

Education is incompetent if we don't utilize social forces and education is blind if we don't understand social demands. The formidable market force formed by steep competitive education market, education reform initiated by market economy system and the rational consumer, is impelling the education administration concept to transform, and is impelling marketing for schools to be implemented and consummated. It is inevitable that school implements forward-looking marketing concept.Marketing for schools is the administration process that the school maintains or creates education service that meets the social and individual needs so as to maintain the school's survival and development in a sustainable way based on the premise that education goal is realized. Marketing for schools is a set of concepts and methods. The practice of marketing for schools is existence of three stratification planes, including marketing plan, market localization and market introduction. The work in different stratification plane is different and the implementation strategy in different stratification is also different. In reality, we can either work in a stratification plane or in certain stratification plane simultaneously.This paper is utility basic research. The paper takes the practice of marketing for schools as starting point, takes the essential characteristics of school as restraint, and takes the enterprise marketing theory as reference. This paper has two main purposes, one is to expand our knowledge of school administration, especially knowledge of marketing for schools so as to provide theory basis for the implementation of marketing for schools in school or for school administrators using marketing concepts and technical methods to transform traditional administration style; the other is to solve some practical problems when we adopt the marketing concepts and to provide actual operation frame for schools administrators to transform traditional administration measures. In order to reach the research objects and to solve problems, this paper consists of two parts:Part 1 discusses the connotation of marketing for schools. This part firstly limits the marketing for schools and the correlation concepts, then introduces the characteristics of marketing for schools, the object and demands of marketing for schools, as well as the object satisfaction model of marketing for schools, and finally analyzes the following concepts of marketing for schools: production concept, product concept, selling concept, marketing concept, social marketing concept, cost consciousness, paying attention to student's degree of satisfaction and paying attention to school product management.Part 2 discusses the specific implementation strategies of marketing for schools. In this part, the paper developed from three stratification planes, including the marketing plan, the market localization and the market introduction. The research of marketing plan includes recognizing marketing question, forecasting marketing environment, analyzing school resources and formulating marketing plan. The research of marketing plan developed as follows: introducing four methods to recognize marketing questions as suit or suggestion method, service report card method, marketing question detailed list method and the self-diagnosis table of school development, explaining the essence of forecasting marketing environment and the way to make external environment audit report, elaborating visible resources analysis and invisible resources analysis, and pointing out how to make marketing plan. The research of market localization includes forecasting market scale, localizing goal market and choosing market strategy. The market scale forecast mainly answer three questions as who will be the market, the scale of current market and the scale of future market, which means to deal with three topics as distinguish the market, surveying current market and forecasting future market demands. The goal market localization analyzes how schools subdivide market and determine goal market. The market strategies choice needs to appraise existing services, distinguish market opportunities and to conduct the market localization. The research of market introduction includes school image plan, school brand plan and school service promotion. It first introduces school image plan and presents SIS, which is the method of school image plan. Secondly, it elaborates school brand plan, then presents the localization of school brand, the mould of school brand and the expansion of school brand. Finally it analyzes how to effectively promote school services.