The Analysis Of Marketing Strategy For Z College Based On Marketing Theory Of NPO

With the development of economy, non-profit organization becomes an important part of people's life. Non-profit organization is a component of modern economy that can not be ignored. It helps to promote competition, innerve market, absorb employment, maintain social stability, expand domestic demand, and promote economic growth. Non-profit organization plays a crucial role in the civilization of human society advance.In modern market, non-profit organization, as well as profit enterprises, faces to the pressure of cost, members and competitors. Marketing is a bridge between non-profit organization and its environment, it is helpful for non-profit organization to get rid of bureaucratic inertia, timely respond to environmental changes and customer demand, ensure the realization of strategic target.University is a kind of typical non-profit organization. Nowadays the competition of universities is more and more server. Z College is the only undergraduate level college for woman in China approved by the ministry of education which supplies higher education, adult higher education and higher vocational education. Facing the fierce competition in the market of higher education, how to improve the core competitive strength and realize durative development is the main task of Z College.This paper applied the concept of marketing to the operation and management of universities, analyzes the macroscopic and microcosmic environment of higher education, indicate the marketing target and positioning of Z College, and formulate the marketing strategies for Z College, thus to integrating the various resources, guide the practice.The research faces the problems and challenges of China's higher education, it is hoped to make contribution to the research of higher education reform in China.