Research On Marketing Strategies Of LanZhou Polytechnic College

With the reformation and development of China's higher education, higher education is striding forward object popularization, subject diversification and operation marketization. Higher school's operation mechanism also begins to have some characteristics of enterprise operation. The fierce market competition makes that the market principle also gradually permeates higher education service. It causes the competition among universities and makes the development of colleges and universities more and more concerned.LanZhou Polytechnic College is a specialist level and full-time higher engineering college belonged to GanSu province. Higher education environment had a new change in the new situation and era background. In order to achieve the long-term health development, LanZhou Polytechnic College also needs undertaking marketing, analyzing the marketing environment and seeking for the applicable marketing strategy.Through the background research, this paper summarizes the significance and importance of universities education. The marketing environment is analyzed in this thesis from five aspects: the basic situation, the macro environment, the industry environment, the ability and the SWOT. This paper presents to explore the marketing strategies and implementation measures of LanZhou Polytechnic College from four aspects:brand marketing in admittance publicity, STP marketing in employment, internal marketing in teacher construction and relationship marketing in public communication.