Research On The Integrated Marketing Strategies Of Recruitment Of Students In Private Colleges

The biggest difference in the nature of the Chinese private universities and public universities is funds from different sources. Private colleges and universities due to the lack of national finance capital support, school funding comes mainly from charge tuition. Due to the direct hook school funding and tuition income, development of civilian run colleges and universities students so the size of the school is stable, so the daily work in private college enrollment work is particularly prominent and important. Enrollment work has been related to the survival and development of civilian run colleges and universities, is the lifeline of civilian run colleges and universities. Competition in the recruitment market environment is more and more fierce, how to walk out of private colleges enrollment difficulties and try to use the integrated marketing strategies to improve recruitment levels, each private colleges are required to be solved and thinking swab in recruitment problems.In recent years, Private Colleges Admissions competition has become white hot trend, declining in students, competition factors have increased, private colleges admissions are also faced with more problems in the operation of the marketing strategy. Shandong province of private colleges and universities have a University Shandong Yingcai University, has over the years from the enrollment work stable performance, especially since2010has been maintained for four consecutive years of freshmen registration number more than million people, with over36000students of the school running scale. With the steady development in recent years of the school scale and the connotation construction of continuous improvement, promote the recruitment of job performance, but at the same time enrollment also appeared in the management of some problems can not be ignored, such as the annual admissions staff and students funding increased year by year and enrollment growth performance is relatively slow, the school students to participate in the enrollment work in the participation enthusiasm, the initiative is getting worse and the enrollment serious loss of staff, using marketing personnel recruitment marketing strategy mainly has obviously can not keep up with changes in the market rate, to changes in the market reaction retardation, enthusiasm, enrollment reward incentive policy can not effectively stimulate staff and college students. This is a private university in the selection of representative recruitment strategies in view of the problems as the research angle of view, focus on the traditional school enrollment marketing strategy marketing personnel based enrollment marketing strategies exist in practice problems, such as the strategy used in the input-output ratio is not high, management system backward, incentive policies need to be improved and other issues, through the analysis to the marketing personnel based recruitment strategies in the use of how to further improve, on the basis of proposed use of campus resources using integrated marketing strategy, service marketing, word-of-mouth marketing, borrow, emotional marketing means to make recruitment more integrity. In addition, the author also put forward the enrollment work should adapt to the current network of new generation’s way of life and consumption characteristics, consumer characteristics and psychological use network marketing strategy to meet the current education for audience, the target market positioning of the enrollment of more accurate, more convenient way to service the audience. Finally the author puts forward in the use of integrated marketing strategies needed to establish and perfect the various security measures, such as the management mode of thinking, professional marketing management staff, the construction of campus network culture, recruiting funds management and incentive policy improvement, in order to ensure the smooth implementation of the integrated marketing strategy.We hope this thesis to Shandong Yingcai University study enrollment marketing strategy choice and use level can provide reference and help for the Shandong Yingcai University’s managers, manages the staff and other relevant departments, and other private colleges enrollment work. May the private college enrollment in many under the pressure of competition, to explore a suitable for the characteristics of school enrollment marketing ideas, using the correct marketing strategy successful recruitment.