Hunan International Economics University Of Marketing Strategy Research

With the reform and opening-up policies, the private higher education in our country has developed tremendously and has already become an important constituent of the higher education. The higher education multiplex pattern has gradually formed. After nine years of development, HunNan University of International Economics (HUIE) has been a national famous ten thousand persons of undergraduate course from a not well-known vocational school. Its development speed is high and amazing. But how to use the theory of marketing to promote the development of HUIE and other universities is worth discussing and researching.Firstly, based on the marketing theory, this paper closely combines the development practices of the private universities in China with that of foreign countries, and systematically analyzes and studies some existed questions in theprivate higher education in our country. From the comparison research perspective, this paper discusses the inspiration of the development of private universities in America and Japan to our country. Then, taking HUIE as the research object, the paper emphatically analyzes its macroscopic environment, internal environment as well as the industrial environment. Based on this, it analyzes the behaviors of the educational consumers. At the same time, in allusion to the fresh source market that HUIE faces, the paper subdivides the market, selects the target market and positions the market by utilizing STP marketing strategy. Finally, with the studies on the marketing strategy and the analyses of the existed questions of HUIE, four optimized strategies are proposed from the aspects of place, price, promotion and product. Mainly using demonstration method, this paper studies the marketing strategy of HUIE and introduces the market competition mechanism in education, which has certain significance for promoting and speeding the development of the private higher education in our country.