The Research On The Marketing Strategy Of Aptech Information Technology Co., Ltd.

With the rapid development of China's economy, domestic talents with professional skills become to be inadequate to meet the demand. In recent ten years, governments from the central to local are emphasizing the importance of vocational education repeatedly and strengthening the support on this industry continuously. Under the circumstances, a great number of institutions have been established to fill huge vacancies in the market and purchase rich profits, which make the market chaotic and ineffective supervised.Established in 1999, Beijing Aptech Beida Jade Bird Information Technology Co., Ltd. has been supported on excellent and rich resources of Peking University and has reached wide cooperation in educational field through two business models, which are cooperations with universities and franchise chain, as well as advanced IT professional education system. By 2009, there has been 10,000 employees in the institution, and its market share has reached 34.1%. The institution became the largest IT vocational education institution in China while the Beida Jade Bird IT Education became the most powerful brand in this industry. Up to the present, 400,000 trainee of the institution have taken up an occupation. Jade Bird Mode has shocked the society. In consideration of increasing demand of domestic college students, the institution, combining the advantages of academic education and vocational education, entered the college market in 2007.Taking Changsha Aptech Information Technology Co., Ltd.as a researching object, this article firstly elaborated the background, significance and relevant theories of the research, and proposed the framework and methods. Then it analyzed the strengths, weaknesses, opportunities, and threats of the company from both exterior and interior environments, and pointed out its existed problems. Next, it orientated the targeting market of the company according to the trend of the industry, the characters of the market, as well as the actual situation of Aptech, and drew up the company's strategies in the college market on product, price, place and promotion. Finally, it detailedly enumerated the measures adopted by the company to guarantee the implementation of marketing strategies, and presented the performance evaluation system it built.The writer laid the emphasis on researching and analyzing both interior and exterior information data of the company through theories and methods of marketing, and conducting helpful exploration on how can the company develop its market effectively and reach its marketing target.Hope this article shed light on healthy development of Chinese vocational education industry and further improvement and growth of Aptech.