Colleges And Universities In China To Introduce The Idea Of ​​marketing Strategy In A Competitive Environment To Explore

It is considered that the Chinese college shoulders three main functions of educating talents, developing science and serving society, and has played an important role in impelling the society to develop overall. On the condition that nowadays the college has to be facing the transformations as social need transformation and more and more intensive competitive environment transformation, the chief problem, about how to effectively perform countermeasures to competition and how to absorb various educational resources, has to be solved in order to better execute the three main functions. Here the study of marketing strategies affords some references to help the college to face the competitions and meet the social need. The marketing strategy is the strategy of effectively facing the competition through penetrating the social need and the competition, which for the college conduces to mold its unique characteristic, to build up good images in the society, to absorb various educational resources, and to take the advantageous market positions in the end.The paper is divided into 7 chapters, and its plan is as follows:Chapter 1, "The Background and the Significance of Introducing the Marketing Strategies of Chinese college", analyses the environment transformation, including social need transformation and competitive situation to the college, and summarizes the significance of introducing marketing strategy to the college.Chapter 2, "The Construction of Marketing Strategies Process Chart of Chinese college", constructs the marketing strategies process chart based on the elementary theory and process chart of marketing strategies. This is the practical and particular appliance of marketing strategy.Chapter 3, "The Product Concept and Construction of Chinese College", creates the Chinese College Production Chart, which is divided into Core Layer, Base Layer and Production Layer, and where the Base Layer into Apparent Layer and Latent Layer. The college production chart is the marketing object of the college marketing strategy.Chapter 4, "The Analysis to the External Environment of Chinese College", analyses the external environment, consisting of macro environment and the Chinese college field. Section 1 indicates the influence on Chinese college by the macro environment factors as economy, system and law. Section 2 analyses in detail the Chinese college position, total scale, supply and demand construction, member construction and developing trends in the society.Chapter 5, "The Target Market and Positioning of Marketing Strategies of Chinese College", divides into 2 sections. Section 1 defines the college's target market from the broad and narrow sense, as well as identifies the college's target public. Section 2 explains the college position from 4 points of views as connotation, reference, principle and method, where the most characteristic innovation is to put up the positioning thought, including core positioning and secondary positioning, on the basis of the college production chart.Chapter 6, "The Integrated Marketing Strategies of Chinese College", materializes the marketing strategy's creative appliance in the college field, in which emphasizes on discussing the Competition strategy. Promotion strategy. Relationship strategy. Brand strategy.Chapter 7, "The Operational Warranty Strategies of Chinese College", discusses the importance of the operational warranty strategies to performing the college marketing strategies.