Research On The Enrollment Marketing Strategy Of HW Professional College

Now higher professional education is an important part of the higher education in our country.With the rapid development of the higher professional education from the1980s,the number of the higher professional colleges has increased sharply and the scale of enrollment also has become larger than ever. But since2009, higher education students appear to be decreasing in numbers every year, which leads to the change of market pattern from the seller’s market to the buyer’s market, and as a result, the higher professional colleges are facing a crisis of enrollment. Now more and more higher professional colleges have to join in the enrollment war.In order to attract more students, every college works out various enrollment strategies. However, only a few colleges which are able to systematically use marketing strategies to gain competitive advantages can stand out from the enrollment war.The paper takes HW Professional College as a research object from its enrollment policy and majors,and is based on the theoretical analysis of marketing,education and statistics.In the first part,the paper proofs that it is necessary to take advantage of the knowledge of marketing theory in enrollment and clears its writing purpose.What’s more,the paper reviews some concepts such as higher education marketing,STP theory,competitive strategy theory,7Ps theory and relevant domestic and foreign research documents in relation to the enrollment marketing strategies in the higher professional colleges as the theoretical basis for the following further analysis. In the second part,the paper briefly introduces HW professional college from its introduction, conditions, faculty, majors, training mode and characteristics, achievement and foreign exchange, and analyses different factors that can influence the enrollment marketing, such as population environment, policy environment, economic environment, technological environment, geographical environment, social and cultural environment and competitors. Besides, based on the questionnaires to the students of HW professional college, the paper subdivides the enrollment markets and chooses target enrollment markets for the college. In the last part, the paper puts forward enrollment marketing countermeasures for the college on the basis of7Ps theory and the particular properties of higher professional education.