Research On Marketing Strategy In Higher Vocational College

With the sustainable development of China’s socialist market economy, institutions of higher education are facing increasingly tough competition and the changing higher educational consumption demands. It is an objective demand in the development of our economic society to introduce marketing ideas and methods in higher education. And it is necessary to the universities development.Leading into ideas of marketing is helpful to improve the marketing management level and is helpful to promote the core competitive ability of colleges. In higher vocational education theory of service-aiming and job-orientation, higher vocational colleges have to integrate the orientation for running a school with the need for the first-line high-skilled professionals in different industries, integrate majors setting with job groups, integrate teaching mode with the jobs requirements. However, research on educational marketing in higher vocational college in China is still in the initial exploring stage. It is necessary to do the special and deep research on it. And research results should be applied into the daily management.On the base of the marketing theory, this paper analyzes current development condition, stresses necessity and urgency. Taking W Polytechnic College as an example, the external environment and internal environment is introduced firs. Then make SWOT analysis about strengths, weaknesses, opportunities and threats for the college. With the explicit market positioning, establishing a marketing strategy helps to seek survival and development in intense competition for the college.