The Education Marketing Strategy Study In Higher Vocational College

With the development of market economy in China, the higher education operation mechanism under the conditions of planned economy in the past long-term had undergone profound change, higher education institutions are facing growing higher education market competition and changing consumer demand. Especially the higher vocational education, in the social and economic development of higher vocational education strong demand "the employment as the guidance, take service as an aim" today, and close the door to make the traditional teaching of higher vocational education concept has not adapt to the new condition of social economy higher vocational education requirements, therefore, will be marketing concept, marketing management method and strategy of higher vocational education will be applied to have important realistic meaning. But now our country’s education marketing is still in the initial stage of exploration, and the education marketing research in China and the actual want to combination becomes very urgent.Based on the education marketing, service marketing theory, on the basis of the analysis of the present situation of higher vocational education, and then discusses the higher vocational college education the necessity of introducing the marketing concept. In public universities-a vocational and technical college as the research object, the education marketing concept applied to the whole process of teaching management, to education marketing concept as a guide, to meet customer needs and the core, and adopting the method of PESTG Z vocational and technical college macro environment to carry on the analysis, the five competitive forces model and SWOT method to Z vocational and technical college microscopic environment were analyzed, and clear Z vocational and technical college market positioning, and using the service marketing mix strategy (product, price, channel, promotion, personnel, tangible display, process management) seven aspects develop Z vocational and technical college marketing combination strategy, guidance education marketing practice, improve the competitiveness of the institute, set up the college good brand image.