Problem Analysis And Path Choosing Of The Development Of Higher Vocational Colleges In Our Country

With the development of knowledge economy, the status of higher education becomes increasingly important. Higher vocational education, as the essential part of higher education, comes into a more important stage of development, too. In recent years, the scale of higher vocational education grows year by year, but in the meanwhile, because of the increasingly prominent marketization and internationalization of higher education, higher vocational colleges also face more serious competition pressure and matriculate pressure. Such being the case, introducing market mechanism and marketing theory tools reasonably, using marketing principle guiding the higher vocational colleges to market competition is the inevitable choice in the wave of higher education marketization. That has an important practical significanceThe author introduces marketing theory into the higher vocational education market, combined with higher vocational school characteristics, development situation and future trends, through the analysis of the marketing environment facing by the higher vocational colleges, and subdivise the higher vocational education market and choose the target markets. Finally, we make a reasonable market position. Based on this, I put forward the corresponding marketing strategies and marketing management advice.The paper is composed by six parts. The first part is introduction, and it mainly introduces the purpose of the research, the meaning, content, method, theoretical foundation and the present research status. The second part introduces the connotation, characteristics and development present situation of the higher vocational education, and analyzes the development trend of higher vocational education in the future. The third part, analyse the marketing environment of the higher vocational colleges development from the macro and micro separately. Macro aspect includes population environment, economic environment, policy environment and natural environment etc. Microscopic part includes suppliers, customers, and competitors. The fourth part is positioning strategy analysis, which is based on the analysis of marketing environment, and its marketing positioning include three steps, which are market segment, the selection of target markets, market positioning. The fifth part introduces the marketing strategies can be taken, including promotion strategy, distribution strategy, product strategy and pricing strategy. The sixth part, from brand management, customer satisfaction management and raised money management, discusses the marketing management in higher vocational colleges.On one hand, the paper attempts to perfect the theory frame of explaining the development in higher vocational colleges, with the marketing ideas. On the other hand, it tries to put forward some strategies and suggestions for the developing paths of higher vocational colleges in the new period.