Market Analysis And Marketing Strategy Of Liaoyuan Bofeng Vocational School

The"marketing-oriented"management and operation is the necessary choice for vocational training schools to carter to the development of social economy .As science and technology fast developing, these schools can survive in the competitive business environment only through marketing which can provides unique products that other ones cannot take place of .That is to say, you can provide unique product function, quality, services, marketing strategies and so on. However, you must implement marketing strategies on the basis of scientific market surveys, market segments, and market position. At present, the study on issues of development and practice of vocational training schools is focused on by academes at home and abroad, and they has written a great amount of literatures and books valuable, which guide the development of vocational schools. However, at home, many theory bases or views accepted popularly focus on public schools, whose goals are to serve education or solve social problems. As a result, people pay no attention to marketing management in the use of vocational education industry.First, no concept of marketing management in the vocational education industry.Vocational education has had a substantial development over 30 years since the reform and opening up. However, it can not meet the needs of modernization in the system, quantity, and quality. In the recent two years of adjustment, there is growing number of recruiting students or students in school, but graduates have problems in job. The reason is that our traditional vocational education does not transfer to modern one. Moreover, the concept of marketing management in the use of vocational schools is ignored. Therefore, they have unclear knowledge about the needs of students and market position. Consequently, they need to change original education concept, education goals, model of managing school, system of management, operation mechanism and development strategies of education, transferring traditional vocational education to modern one..Second, the analysis and position on potential students and employment market of vocational schools.The core of operation on vocational schools is matched issues in quality and quantity among education product, potential students market, and employment market. This thesis focuses on the last two factors to study the school and employment market's position and segments for survive in the competitive business environment. On contrary, the school has no analysis on the students, which will cause students'reduction and low quality. However, the school will low the enrolling scores to recruit enough students. The customers spending money on education pursue high quality of students and low expenditure. Therefore, advisements should emphasize on education products are cheap but excellent, and make them realize that they can get one hundred percent employment. Therefore, the effective marketing strategies of vocational schools are scientific market analysis and position.Market position is helpful to improve the use ratio of education resources of vocational school. They train students in accordance with market needs and find a good market for"products". That is to say, the graduates have a bright employment future . high rate of employment can promote vocational schools'development, and make sure that their"products"have a good market. Therefore, the schools must improve their management skills, teaching skills, and have specific and appropriate majors to cater to students'needs.Third, the marketing strategies of Bo Feng vocational school in Liaoyuan city.BO Feng vocational school, approved to be built by Labor and Social Security Bureau of Liaoyuan in 2008, is a private-owned school. It covers an area of 20,000 square meters, the buildings covers an area of 8,000 square meters, concluding 2,100 square meters'teaching building, 1,500 square meters'dormitories of students, 800 square meters'dining hall as well as 2,000 square meters'practicing workshop.In accordance with market analysis combined with the school's reality, it prices according to customers'value. Because the education products have low marginal cost, it is inappropriate to price according to its cost. The school sets up recruit-students sites in every county of Liaoyuan city. At the same time, the school adopts strategies of management standardization and brand building to operate school-chains.