Based On Private Colleges In Guangdong College Of KJ Problems And Countermeasures Of Marketing

Nowadays, private higher education has been booming and taken an important part in China higher education. At the same time, the challenge of the source of students in higher education has been increasingly fierce due to the drop of the population of the right aged in higher education, the expanding enrollment of public universities, the establishment and reform of independent colleges, the recruitment of students from oversea educational institutions and competition among private colleges. In this situation, educational marketing strategy has been widely used by the operator of private college. However, there are still a great many of problems for private college in educational marketing strategy. Thus, the concepts and techniques of marketing in private college are in a great room to improve.Selecting Guangdong university of KJ which processes the universality and represent as the research object, this paper uses the theory of non-profit organization marketing and internal marketing theory for reference in order to introduce the concept of marketing, the model and mechanism of problem-solving so as to gradually set up the challenging mechanism that meets the internal pattern of education and the need of external development for the private higher education in China.For a start, the paper briefly introduces the background, purposes, methods and the creation of the research. Then, it analyses and introduces the state of the art of the domestic and oversea educational marketing research and practice with the direction of marketing and educational marketing theory. After that, it dissects the macro environmental factors, the industry factors and internal factors that Guangdong university of KJ is facing. On the basis of the summary of the opportunities and threats that the school faces with the SWOT analytic method, this paper applies the marketing strategies to have market segments, market targeting and analysis of market allocation. At last, the paper analyzes the existing marketing strategy problems of Guangdong University of KJ and put forward four optimum proposals so as to promote the development of the university.The value of this paper is mostly on the practical applicability of the research results and it mainly displays as follow:it discusses how to have the marketing in the recruitment, cultivation and employment of students for higher school and has certain purposes of practical instructions.; it provides some feasible strategies for the higher school about how to have market segment, target market and allocation that can form its own distinguishing feature and strength of challenge.