Marketing Strategy Of Vocational And Technical College A

The 21st century is the knowledge economy era. Since 1999, higher education in China has expanded its enrollment, China continued to increase efforts in the development of higher education, also allowed the diversification of higher education, which has brought a certain space and opportunities for the development of vocational schools. Since then, higher vocational colleges has been developing very fast, the competition has been duly increasingly fierce. Therefore, higher vocational colleges must learn to employ the marketing concept to identify the market, to grasp the market demand, to ensure the correct orientation, to use appropriate marketing strategies, thus they can establish their own good brand image and seek their sound development in the long run.Vocational and Technical College A was upgraded in 2001 from a school to a junior college, which has developed rapidly in a short time of nine years, and just sets the goal of upgrading to an undergraduate college in future years. In the process of development, although College A pays attention to marketing methods, there are some defects. Therefore, this paper takes Vocational and Technical College A as the research object. With relevant marketing theories, It analyses the macro environment of College A on the basis of PEST; uses the method of the potter five to do the detailed analysis of College A's micro-environment; then, with SWOT analysis concludes College A's strengths, weaknesses, opportunities and threats. Then, Based on the above conclusion, this paper gives College A's fractionizing market, selection and positioning. Finally, the combinatorial theory 7P is applied to analyze College A's marketing mix strategy, mainly focusing on the specific practices of its product strategy, price strategy, channel strategy, promotion strategy, staff strategy, tangible demonstration strategy, and process strategy.