Research On Social Market-Oriented Marketing Strategies Of Gansu Lianhe University

According to its reform and development background, Chinese higher education is developing towards a direction of popularization, diversification and marketization. Colleges and universities of today have been using operating mechanism and having operating features of enterprises. Fierce market competitions are gradually permeating the service of higher education and have triggered intense competitions between colleges and universities. It makes the survival and development of the colleges and universities been taken seriously by the public and the media.This article firstly expounds the background and significance of marketing in colleges and universities, and simply introduces the theories of brand image, CIS, target marketing, internal marketing and relationship marketing. Then, it uses PEST and SWOT methods to analyze the macro-environment and micro-environment of the marketing of Gansu Lianhe university. From the perspective of brand, target, internal and relationship marketing strategies, it develops a series of detailed strategy of recruitment, career-guidance, teachers and students management, public communication of Gansu Lianhe University. Finally, summary and prospect are put forward.