| The author analysises the theoretical study on the marketing of higher education at home and abroad on the basis of the status quo, combination of the marketing management theory of nonprofit organizations, analysises the present situation of private higher education in Shaanxi and the present situation of marketing operation of projects of non-governmental higher education, does the empirical study by the way of marketing of projects in the SY college. During the research, the author analysises the educational needs of preferences of the target consumer group of SY academy by the way of quantity, comparison, correlation analysis through market research, studies and analysises the present state of teaching style, tuition, enrollment, and promotions of SY academy, analysises the teaching product welcomed by the students in the competitive market.Combination of the above analysis, authors proposes the appropriate marketing strategy, tunes the structure of teaching products about SY academy.improves the compound mode of teaching product and optimized teaching products. Actively strengthens College teachers、the service of teaching and extension products around changes in the structure of the teaching product.The paper rechecks the college tuition fees by the pricing way of cost-driven and demand-oriented to add the accumulation of the additional funding for college teaching and to understand the economic help desired by student and proposes the appropriate solution to the problem in order to reduce the students’economic presser.The parer recombines the college’s entrance channel mode according the research results to reduce the channel conflicts and save the channel cost. Redetermines the promotional objectives and carries out promotional activities combination of different promotional goals.SY academy eases the pressures and contradictions timely through marketing operation of projects, get a better return in the student market and improve the student satisfaction at the same time. |
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