Beijing Geely University Marketing Strategy Analysis And Optimization

With the reform and opening-up policies, private higher education has seen great development in china. Private colleges have become an important constituent of Chinese higher education. A diversified higher education system has taken form. Meanwhile, the competition in the education market is becoming increasingly more fierce as the result of the accelerated popularization of higher education, expanding enrollment, the emergence of independent colleges. Private colleges and universities have inherent disadvantages, among which insufficient funding and teachers are the highlighted ones. These problems restrict the development of private education. The private higher learning institutions have to analyze the external and internal environment and plan their own suitable marketing strategies before they could survive and thrive in this market.Education marketing, which has moved to standardization and maturity in many developed countries, plays a key role to the development of higher education abroad.Regardless of the Government's and National universities'attitude, marketing strategies has been widely used by colleges, especially private colleges, in the enrolling source market competition. The significance of marketing in the development of higher education has been evidenced by both domestic and foreign theories and facts.The paper is an in-depth study on the marketing strategies employed by a private higher education institute– Beijing Geely University. Beijing Geely University is one of the colleges and universities owned by Geely Group. In order to alleviate the difficult problem of tense funding, capitals from all sources are encouraged to the field of higher education. In this social context, the study on the running system and marketing strategies of Geely University has positive significance on the development of Chinese higher education, the development of private colleges in particular.The first part of the paper introduces the background, the significance, the methodology, and the originality of the study. Second, the paper does a detailed introduction to the development of the education marketing at home and abroad on theory and practice, at the same time, introduction to the marketing theory which is closely related to education marketing. Then, the paper focuses on the analyses of the macroscopic environment, internal environment as well as the industrial environment that the research subject—Geely University is in, and finds out the possible opportunities and challenges it has to face. Next, the paper subdivides the market, selects the target and positions the market by utilizing STP marketing strategy. Finally, with the studies on the marketing strategy and analyses of the existed problems of the school, 7seven optimized strategies are proposed from the aspects of product, price, place promotion, people, processes and provision of customer service.