The Implementation Research On Higher Education Marketing In Hubei Province

Higher education marketing is Marketing Theory application in higher education management practice. Since this higher education marketing concept has been brought from western developed countries in1970s, higher education marketing is one of the important part of marketing for non-profit organizations which theory and practice research has been paid much attention by domestic scholars gradually, but with few research literature, which aims at Hubei higher education marketing. Hubei takes an important place in national higher education. Although there are129various Institutions of higher education, the comprehensive competitiveness of higher education is not strong enough. Under the fierce market competition environment, lots of higher education institutions start to use and draw lessons from marketing theory to guide reform and development of colleges and universities or other practical activities. How to meet the multiple demands by using limited higher education resources becoming the priority issue need to be solved of each college or university.Therefore, the thesis summarized marketing practice from student resources, job market and university image-building by using related theories of higher education marketing and marketing and survey method, literature method, case analyzing method. Make a conclusion on the marketing strategies which applied to higher education enrollment, employment of graduates, university image-building in Hubei province, and analyzed the main issues of higher education marketing process, try to provide substantiated reference for higher education marketing theories and practical research.For the higher education marketing student resources, the author use questionnaire survey to investigate freshmen and administrative staff who evolved in recruit consulting from11different level and types of higher institutions, according to the questionnaire, the author analyzed student choice, factors that affect school choice and its proportion, publicity, consulting process, influence on school choice by overall quality of admissions counselors, effect and evaluation of recruit consulting, then on basis of this, summarized product,price,staff, and advertisement strategies, analyzed problems which including indecisive market positioning, information asymmetry between student and universities, low credibility of recruit publicity, incomplete student resource quality evaluation system, publicity channel need to be widen, come up with several countermeasures and suggestions.For the job market marketing, there exist complex exchange relationship between universities, graduates and employers, higher education institution marketing-task is mainly to adapt market environment, recommend qualified talented person to employers, the object of marketing is to improve student competitiveness and university comprehensive strength. The thesis explains the market demand situation from angle of employment areas trend, and analyzed job market supply status through related data. And summarized product, distribution, sales promotion, services marketing and other4Ps marketing strategies. On this basis, analyzed main problems of job market marketing then make relevant referable countermeasures.For the university image-building, the public acknowledged university’s image as one kind of intangible asset. The thesis overviewed several main ways to create university’s image from angle of brand marketing and combined university’s image practice in Hubei, analyzed three cases which including characteristic landscape deliver campus culture, enterprise CIS strategy to build university image system and make use of social influence of celebrities.Through analyzing main problems which exist in the image-building process,come up with relevant referable countermeasures.