Education Market Analysis And Marketing Strategy To Explore

With the establishment and gradual improvement of China's socialistic market economy, especially being a member of WTO, the educational market and environment in China are taking great place.In the more and more competitive educational market, an important issue is how to establish a set of schools which have their own characteristics and competition by attracting excellent students and educating them according to the social needs while facing the deepening of the educational innovation, the impact of the foreign educational institutions on Chinese educational market and the diversity of the way which the educated choose the educational institutions.As an organizational function, marketing is an important management tool which defines the customers' needs and wants and the best target market which institution can service, and develops appropriate products, service and program to meet the needs of these markets. Since 1990s, some western countries have been wholly and systematically studying the educational market. However, in our country, the lag of the educational marketing ideas and the wants of the marketing tools are the salient issues facing to the present education.In order to provide theoretical guide and practical methods for the schools to help them survive and develop in the violent educational market competition, this discourse draws lessons from the enterprise marketing theories and the experience of the educational marketing in the western countries, and applies the marketing ideas and tools to the educational market. It includes these contents as following. First, to introduce the concept of the marketing and the educational marketing, and some key concepts relevant to the educational marketing such as educational needs, educational offerings, educational products and educational market. Second, to present four main steps of planning educational marketing strategies, that is, to analyze, segment, position educational market and develop the educational marketmg strategies. Finally, on the base of the expatiation above, to suggest two important educational marketing tools which confirm to the reality and character of Chinese education and can be applied in the schools at present: designing educational programs and communicating with markets, and to respectively and fully analyze and study the kinds, developing steps and implementing methods of these two marketing tools.