Service Marketing In P College Admissions

Students are not only a prerequisite for the university personnel training, but also related to the sustainable development of universities. It is also true for the newly established local colleges. In the background of education popularization, the Ministry of education by means of merger, set up a batch of the strength of the universities and colleges to build a batch of undergraduate colleges and universities. These new local undergraduate colleges are responsible for education, training, heritage of serving the society responsibility, at the same time, facing the complex environment, quality of students is of great significance to the newly-built local undergraduate colleges. In the fierce competition, how to create a new local colleges based on the law of higher education, actively take the initiative to the market demand as the guidance, the effective application of marketing theory to develop a suitable for their own development strategies to improve its competitiveness in enrollment, the enrollment market, ensure the rapid development, is one of the biggest concerns of new local undergraduate colleges and universities at present.With the rapid development of service industry, the service economy proportion increases day by day, and service marketing plays a more and more important role. Service marketing is not only widely used in business management, but also has achieved success in the western education system. But in our country, service marketing research data in the field of education have begun to emerge in recent years, and the application of service marketing theory in the enrollment of students is more scarces. Taking P College as an example, P school, one of the4normal schools of Yunnan Province, formally approved as the Upgraded Undergraduate Colleges and universities, is a new frontier college. In the school’s thirty years of history, it has achieved breakthrough development, enrollment continues to expand in the scale of enrollment, the record, but problems also exist in source of concentration, low initial report rate, and difficulty of new majors to meet expanding enrollment demand.In this paper, based on the service marketing theory and the college enrollment problems currently existing, the author adopts the integrated use of literature research, questionnaire survey, interviews and analysis of the macro and microenvironment for the college, and SWOT analysis. Finally, on this basis of previous investigation, combined with7P’s theory, the author puts forward suggestions to optimize the P college enrollment marketing strategy, so that the school can better adapt to the fierce competition of market resources, provide a strong guarantee for the sustainable development of college, and at the same time, also offers reference of higher education recruitment for other schools.