XIDIAN University Of Technology Vocational Education Marketing Strategy Research

Along with the arrival of the global time of information, the demand of market for IT talent is more and more related with the subject of electron, communication, computer science and so on. XIDIAN University Vocational education Institute holds the opportunity and has good development. However, because higher education's environment has the sweeping change and the competition of resource is intense day by day, XIDIAN University vocational education's development receives the big hindrance. Therefore how to enhance the school for using the market marketing theory to formulate institute's marketing strategy and also to meet the market demand, which is most important question to the face institute currently.The paper takes XIDIAN University Vocational education Institute as an object of study, by discussing the domestic and foreign correlation theories in the foundation, and it analysis institute's present situation in marketing comparatively, and discovers the marketing question which exists in the institute, unifying the XIDIAN University Vocational education Institute for the macroscopic and the microscopic environment, using SWOT analysis method, and it obtains superiority, the inferiority, the opportunity, and the threat of institute. The paper summarizes in the national policy for supporting vigorously under environment, although the society applies to the demand of talented person increasing day by day, because the similar competition is intense, the institute should use its brand, the superiority of geographical position to come to the product benefit in order to carry on the exhaustive analysis, determining the XIDIAN University Vocational education Institute's segmentation factor and take this as the foundation, through target market choice, product localization, limiting with fail an admissions examination take the Xi'an urban district as well as the suburban counties to the information technology class specialized existence demand's social student live as the target market, locating the target market in the information technology class specialty and the raise application talented person in two aspects, and the key formulation institute's marketing strategy. In product strategy, through adopts the nimble curriculum, the teaching way, the teaching method, the inspection way and the teaching time realizes the product benefit; in price strategy, formulating by the price -quality strategy primarily, determining by the market the fixed price, the seepage fixed price and the demand guidance law for the auxiliary price strategy, In place strategy, formulating the direct marketing, the local marketing and the network marketing three kind of strategies; In promotion strategy, this article mainly from the marketing promotion, the advertisement promotion, development promotion, public relation several aspects elaborated. In order to guarantee the above marketing strategy the effective implementation, the paper proposed setting up the marketing idea, establishing to take "the student as the center" implementation suggestions, school culture and corresponding organizational structure.