A Research On The Marketing Strategy Of International Development Of A Certain University Of "211 Project"

After the reform and opening up,the theory of marketing management and service marketing was introduced and applied to the market competition of enterprises.However,its application in the field of higher education,especially in the process of its internationalization,is still in its infancy.Nowadays,the notional strategic requirements,the international situation of economic globalization and the needs of social development have raise higher expectations for the internationalization development level of higher education in China.In order to be in line with the international society and improve the competitiveness of our universities in the international market,we must apply the marketing theory to the internationalization of our higher education.This study takes the case of a certain university of "211 proj ect",and conduct environmental analysis,SWOT analysis,problem analysis,4P and 7P combination analysis on the marketing of its international development by using the theoretical knowledge of marketing comprehensively.Further,this paper is to find out the advantages and disadvantages,opportunities and challenges of the university in the international development of marketing,so as to determine its marketing objectives and positioning.Thus,with the development of marketing strategies,we can make full use of the high-quality educational resources invested by foreign institutions of higher education to complement our own shortcomings.In this paper,the mar-keting strategy of the international development of a "211 project" university is formulated from the aspects of product,price,place,promotion,people,physical evidence and process,and give some reference for international development of higher education in China.