Study On Marketing Strategies Of Quanzhou Public Vocational Colleges

Since the carry-out of the reform and opening policy, Quanzhou has achieved a lotin the developments of higher vocational school either in scale and numbers, and thedevelopments of the public and private vocational colleges are parallel to each other.Both of them have trained and delivered large population of skillful talents for thelocal economic growth. As the further expanding of the construction of EconomicZone on the Western Coast of the Taiwan Straits, the developments of the publicvocational colleges are meeting the new opportunities and challenges. Now facingboth pressure of higher calls aroused from the Haixi strategy and the competitioncoming from the private vocational colleges, it is critical for Quanzhou’s publicvocational colleges to timely import marketing strategy in order to maintain itscompetitiveness advantage.This article firstly summarizes the situation of current study on the marketingtheory for school education; secondly, it defines the definition of the public andprivate colleges and analyses the difference between them, which are set as thefoundation for further discussion. By interviews and questionnaires among severalvocational colleges, the author discovers and summarizes the major problems existingin the developments of the local public vocational colleges from the points of viewsof the scale, financial fund, school concepts, teachers and social service function andso on. The problem in marketing is particularly protruding in terms of bluntedmarketing consciousness, short of investing fund, limits for promotion andmajor-homogeneity in different colleges. Inter-grating the background of theEconomic Zone on the Western Coast of the Taiwan Straits and4C marketing theoryand based on Haixi strategy, the author has put forward the marketing tactics forQuanzhou public colleges, namely “teach and take in accordance with one’s needs atlow cost and with high quality, serving the industry in the convenient ways bymultiple communication and with mutual interests”.Among Quanzhou public vocational colleges, Quanzhou Vocational College ofEconomics and Business is the one that represents, an example of which the author takes as the subject for study. After investigating and researching, the author finds outthe problems and the reasons existing in Quanzhou Vocational College of Economicsand Business, and raises, by combining the related marketing theory and makinganalysis on the marketing tactics, solutions that fit for the College, which are Brandmarketing strategy, Enrolment marketing strategy and Social Training strategy. It is,the author believes, the most creative and essence of this practical writing if it can bea good reference for the other public colleges when deciding their marketingstrategies.