Discussion And Practice On The Enrollment Strategy Of Integrated Marketing In Private Colleges And Universities

In the process of reform and opening up in China,private higher education has developed rapidly.Especially in recent years,private higher education has made a qualitative improvement in the scale and quality of running a school.At present,private higher education has become an important part of higher education in China,and has also achieved the diversified development of higher education in China.However,due to the lack of funds,financing difficulties,lack of scientific and effective management and supervision system,private colleges and universities have become increasingly serious student crisis.But for private colleges and universities,the source of enrollment is life,which is related to the survival and development of private colleges and universities.The most direct way to maintain life is to strengthen the enrollment work,but at the same time,the quality of enrollment also affects the sustainable development of private colleges and universities to a large extent.Therefore,private colleges and universities must formulate a scientific and reasonable enrollment publicity plan to improve the quality and efficiency of enrollment.The integrated marketing strategy can well combine the needs of schools and students,and can better establish a two-way communication mechanism oriented by students,so as to achieve better marketing effect.Achieve win-win situation.In view of this,on the basis of theoretical analysis,combined with the current situation of enrollment and marketing strategies of private colleges and universities,this paper tries to find out the problems existing in the current enrollment marketing strategies of private colleges and universities by using the relevant theories and methods of integrated marketing,and proposes the integration of private colleges and Universities on the basis of marketing environment and SWOT analysis.The necessity of marketing.Finally,from the perspective of integrated marketing strategy,this paper puts forward countermeasures and suggestions to improve the recruitment work of private colleges and universities,including building an effective marketing organizational framework,strengthening the brand building,guiding the change of public opinion perception and integrated marketing propaganda methods.In order to play a guiding role in the recruitment of private colleges and universities,and lay a good foundation for the healthy and sustainable development of private higher education in China.