Marketing Strategy Analysis Of Adult-higher-education

Since the 21st century,adult-higher-education,with its unique form of running,as a effective supplement of General higher education,plays an irreplaceable role while higher education change from "elite education" to "public education".However,influenced by China's Population growth cycle,and other facts like the enrollment expansion of general-higher-education,the decline demand for academic compensation,lead to the severe decline of adult-higher-education student's number.the important changes in the external environment The continuing education school of Minjiang University established in 2002.though some achievements has been imade,but with the internal and external environment changes,the development of continuing education school,is facing with tierce competition in the market.This paper adopts the Michael Porter's Five Forces Model.SWOT analysis and Marketing Theory of 4Ps to conduct a comprehensive analysis of marketing environment for adulthigher-education of Minjiang University from the three dimensions of macro and micro environment.competition environment.Turn out that not only the adult-higher-education of Minjiang University faces the challenge of sharply declined pupils,but also the barganing threat by competitors,potential substitutes,suppliers and buyers.Meanwhile,due to following the old planned economy thinking.Minjiang University failed to apply marketing theory to guide the development of adult-higher-education.There are series of problems in it,like weak awareness of marketing concept,lack of guidance about marketing strategy and low level of marketing management.In view of the above problems,this paper introduces the concept of marketing,and makes the corresponding education marketing strategy.The marketing strategy of adult-higher-education in Minjiang University should be based on their own condition,and four aspects should been done,such as:product strategy oriented by the customer demand,pricing strategy oriented by market regulation.place strategy based on service delivery and promotion strategy based on multi-directional propaganda.This has good practical guiding significance for the development of adult-higher-education in Minjiang University,it also has certain reference function for the development of higher education.