Theory And Application Of Marketing In The Development Of Higher Vocational Colleges

Marketing is an applicable science about how to highly effectively manage the charge of market. It is not only called the Bible of corporations, but also introduced in higher education. Many western countries whose higher education have a great development, like the U.S., the U.K., Australian and so on. They introduced the theory and application of marketing 30 years ago. The study of this field in our country has just made the first step and mostly focuses on the university. Higher vocational college is value for marketing, because it's vocational and obtaining employment character and it's used for cultivating the person with technical and applicable ability. So the issue selects the view of marketing to study the theory and application of higher vocational colleges.The dissertation is made up for five parts. Foreword as the first part mainly introduces the reason, meaning, actuality, methods of the study. The second part mainly introduces the theory and some concepts of marketing, concluding market, marketing, product, charge, brand and positioning. The third part introduces the reasons why the theory is brought into the higher vocational college. Firstly, the increasingly competition of the educational source between the higher vocational colleges; secondly, the pattern of marketing in higher education transforms; thirdly, the colleges rights augment by the educational system reform; fourthly, the pattern of higher education changed; the last reason is that the source of higher vocational education depending on the marketing. The fourth part mainly analyzes the problems of the theory of marketing in the higher vocational colleges, mainly including the departure and shortcoming of the thoughts of marketing, the defect of strategy in positioning and brand, the singleness of the ways of marketing. The last part mainly analyzes the countermeasures to solve the problems above, which enter on some sides below. Firstly, the diversity positioning strategy; secondly, create the brand to build up the credit standing in the society; thirdly, satisfy the students through the conception of the service marketing; fourthly, carry inside internal marketing into execution to cultivate the teachers'marketing ideas; fifthly, actualize relationship marketing to create better exterior circumstance in order to win the competition.We could make a conclusion that: although the higher vocational colleges occupy half of the universities, they still don't arouse the attention in the society, which require the higher vocational colleges not only emphasize the increasing number, but also should especially accent the quality. The introduction of the theory of marketing could solve some problems of the higher vocational colleges in some extents and accelerate them to make a better development.