The Research On Diploma Education Marketing Strategy Of The School Of Distance Education Of DG University

Along with social progress and economic development, the society has paid more attention to the pursuit of knowledge, and diploma education as well. For some reason in the past some people didn’t have the common higher education, in order to give the chance of education to these people, the type of distance education emerged in accordance with students’work and life. In 1999, approved by the Ministry of Education, Tsinghua University and three other universities became the pilot ones of modern distance education, which started the development of online education. In 2002, approved by the Ministry of Education, DG University became one of the 68 pilot universities of modern distance education. But we should also note that with the demographic changes and the rapid development of higher education, higher education enrollment rate has rapidly increased, and the complementary role of diploma education in online education has been significantly reduced. Moreover, the one-child policy has led to changes in the age structure and overall decreasing enrollment (in 2008,18-year-old population was 26.2 million and in 2015 it was 14 million). Overall enrollment downward trend of online education was shown. So. in the face of fierce competition, how to highlight the advantages and serve more students of diploma education as the pioneers has become an urgent problem for the School of Distance and Continuing Education of DG University.In this paper, the marketing strategy of the school is explored by use of the basic theory of marketing and the distance diploma education of DG University as the target. First, the market environment of distance diploma education is analyzed (PEST), including political environment, economic environment, social environment and technological environment; secondly, the strengths and weaknesses of the school’s competitors are analyzed, as well as the competence of the school to clarify the competence of enterprises; thirdly, the target market positioning and decision making (STP) are analyzed to determine the school’s specified market and future market positioning; finally, a targeted marketing strategy is developed to help address the status quo of lack of a clear positioning, competence analysis, effective publicity channels and measures that the school is currently facing.This paper aims to offer reference to the marketing strategy of distance diploma education of DG University and to help the school specify marketing objectives and resources as the guidance of actual work of the school.