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Research On Differentiated Positioning Of Ordinary Colleges And Universities In China Based-on The STP Theory

Posted on:2014-11-14Degree:MasterType:Thesis
Country:ChinaCandidate:T DaiFull Text:PDF
GTID:2297330422968564Subject:Business Administration
Abstract/Summary:PDF Full Text Request
Since1999a higher education enrollment expanded, China’s gross enrollmentrate has exceeded15%in2002, which means we have reached the height of theinternationally recognized education popularization stage. By the end of2005, thehigher education has achieved a historic level. The gross enrollment rate has reached21%. The popular stage of development has began. However, the development ofColleges and Universities become “School homogenization” and “Talenthomogenization under the rapid growth rate of them, which make the graduate lack offeatures and competitiveness, and difficult to meet the diverse needs of thecommunity. Base on this, the paper put forward the analysis against the DifferentiatedPositioning of Ordinary Colleges and Universities in Our Country, hoping to providea reference implementation of the differentiation strategy during positioning itself.Based on theory of Marketing, the paper analyses and discusses how todifferentiate positioning of Ordinary Colleges and Universities in Our Country underthe systems analysis method. First, the paper analyses the environment of ChinaUniversities, which compare to the differentiated situation of foreign universities inorder to clarify the necessity to differentiated positioning of Ordinary Colleges andUniversities in Our Country. Second, we introduce the STP Marketing theory and usethe$APPEALS method to segment and select the target market of the OrdinaryColleges and Universities market. Third, after proposing the development ideas of theOrdinary Colleges and Universities in Our Country, the paper put forward a numberof specific measures from different point of view. Finally, we select two OrdinaryColleges or Universities in order to show the differentiated effects. Wecomprehensive analyze their development features and measures for the purpose ofproviding some reference to other Ordinary Colleges and Universities and to makethem find the survival and development space in the society and the development ofhigher education.After organizing and analyzing the Ordinary Colleges and Universities in OurCountry,the complexity of positioning can be realized. The success or failure of thedifferentiation strategy has a decided impact on the marketing practices. It is the best choice of the Ordinary Colleges and Universities in Our Country to adjust theirpositioning strategies according to the changing environment and policy strategies.
Keywords/Search Tags:Ordinary Colleges and Universities, Differentiated Positioning, $APPEALS
PDF Full Text Request
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