Formulation Of Marketing Strategy And Tactics Study Of Universities

With the continuous deepening of Reform and Opening-up and higher education reform in China, competition among universities is becoming increasingly fierce. Since the entering of WTO in 2001, China has gradually opened up the field of education, especially the higher education which must to face the world and carry out international exchanges and cooperation actively. Higher education of China meet a rare development opportunity, which is also serious challenge to the colleges and universities, they must change their idea, establish the consciousness of open education, international education based on the open market, introduce management of modern education, develop appropriate higher education external marketing strategy, blend the ideas of internationalization into the mission and purpose of their schools.The main goal of this research is, by taking Huaqiao University as an example, to study the formulation of marketing strategy and strategy analysis of colleges and universities. Firstly, this thesis combs and reviews the domestic and foreign related research that involved in the universities marketing, and then defines the marketing strategy, marketing strategy, marketing tactics, and compares analysis of marketing and the general theory of nonprofit organization marketing theory, trying to provide a theoretical basis for the research on marketing strategy for colleges and Universities development. Based on theoretical analysis and experiences, this study makes a further analysis through empirical research methods on the formulation of overseas marketing strategy in-depth. By the aim of running Huaqiao University, development goal, development tasks and other basic contents, the author explains the market segmentation, target and status of Huaqiao University. Finally, under the research on the marketing strategy of Huaqiao University, a path of strategy implementation is put forward, which could be used for other universities as a marketing strategy to realize their own progress.