Analysis Of Enrollment Marketing For Colleges Under The Background Of Students Source Decreasing

Under the knowledge economy, information and knowledge become the majorproductive forces for social development. Knowledge turned into a new kind ofstrategic resources, and higher education played an important role in the developmentof knowledge economy. Since the implementation of the reform and opening uppolicy in1978, great achievements have attained in the development of highereducation program. China has initially adapted to the demands of our nationaleconomic and social development, and formed higher education system that has manyforms, multi-level and various principles. With the enrollment expansion of collegesand universities in1999, the scale of our country’s higher education has expandedrapidly. In the meanwhile, the consumption concerning higher education relativelyincreased.With the constantly falling in the number new babies in the past few years, thenumber of people sitting the exam began to fall since2009, and the trend inclines toaccelerate. Some expert pointed that the dropping trend might continue until around2020. Nevertheless, the plan for recruiting students of institutions of higher learningstill increased year by year. The contradiction between constantly dropping in studentsresources and irrational growth at acceptance rates become more and more severe,which made people concern about the influence on the enrollment numbers andstudents qualities of institutions of higher learning.This paper based on the theory of marketing, higher education marketing andeducational economics, and approaches a combination of various analytical methods.After the prediction and analysis of the three indicators, namely the number ofschool-age population in the medium and long term, student resources of regularhigher secondary schools and the population of college entrance examination, thenconcluded that student resources of colleges and universities would decreasingconstantly. After that, the paper analyze the reason and discussed the situation of ourcollege enrollment marketing and existing problems. At last, the paper evaluated7Psstrategy of enrollment marketing of our colleges and universities.Innovations of this paper are as followed: Firstly, The paper adopted threeindicators, which are school-age population, the number of regular higher secondaryschools’ student and the population of college entrance exam. Through the predictionand analysis of school-age population in the medium and long period, and analysis of the changes made by students joined to regular high schools and the population ofcollege entrance exam, then concluded that China is facing the problem of lack ofstudents in the medium and long period. Secondly, The paper systemically andacademically studies on the problem of high school recruitment marketing, whichcombined the theory of7ps in service marking.