Research On Marketing Strategies Of The Sino-foreign Cooperation In Running Schools

A cosmopolitan city, Shanghai has seen a rapid growth in secondary vocational education over the past a few years, More and more secondary vocational schools aim at cooperation in running schools with foreign partners in more diversified ways. How to make a brand? How to get the upper hand in recruiting students? These questions are some of the new challenges to secondary vocational schools who have acquired the qualifications for such programs.This dissertation takes the SG School, a secondary vocational school, as an example. It examines both internal and external environments for SG’s Sino-foreign cooperation in running schools and annalizes what has caused a decline in student enrollment numbers in this school. First, the school does not have a clear market orientation. Second, it has not stressed enough on the marketing and promoting of its products. Third, problems in teaching and administration persist. Last but not least, the school has not yet made the best of its advantages despite a strenuous race against many competitors. Evolving from these four questions, this dissertation uses the SG School to examine Sino-foreign cooperation in Shanghai’s secondary vocational schools. The research on market segmentation, market orientation, and marketing strategies, yields marketing strategies sought in a prevailing trend for the opening of Shanghai.The research which contributes to making SG School play a leading role in the competitive market environment should be referenced significantly for Sino-foreign cooperation in Shanghai’s secondary vocational schools.