The Marketing Strategy Research Of CN College

Private colleges in China have developed rapidly in recent years, and have made remarkable progress in their scale and teaching quality. Private colleges have become an important part of higher education. However, due to expansion of colleges and universities, the growth of independent colleges and foreign education services, and the inner competition among private colleges, the competition in the higher education service market is becoming fiercer and fiercer.Education marketing has gained popularity among colleges and universities especially private ones. Education marketing strategies research is widely adopted by administrators of private colleges. Domestic and overseas theories and facts have proved the significant role the rational application of marketing theory plays in the development of higher education.This thesis takes CN College as an example. CN College is one of the colleges founded by NS Group. After 8 years CN College has developed from an unknown college with only hundreds of students into a distinctive and influential vocational college with more than 6000 students. Its rapid growth is quite impressive. However, CN College has the same problems that other private colleges have, for example, bad employment situation, high school fees, unscientific and ineffective management, and little social influence. Those problems have been restricting CN College's development. While we facing the bitter market competition, it is the subject worthy of our research on how to advance private colleges for further development on the theories of marketing research.The first part of the thesis introduces the background, the significance, the methodology, and the originality of the study. Second, the paper makes a detailed introduction to education marketing theories and the development of it at home and abroad on the basis of theories and practice. Then, the thesis focuses on the analyses of the macroscopic and internal environment as well as the education environment that the research subject-CN College is in. By adopting SWOT method the thesis also concludes the possible opportunities and challenges CN College has to face. Next, the thesis subdivides the market, selects the target and positions the market by utilizing STP marketing strategy. Finally, on the analyses of the existing problems of CN College, four optimized strategies are proposed to boost its development for the aspects of products, price, marketing channels, and promotion.