A Study Of The Marketing Strategy Of International Student Admissions Of Sias International University

International student education plays an important role in strengthening cultural exchanges between China and foreign countries,promoting globalization and international development of education,and improving education export society and economic benefits.In particular,under the strategic background of “One Belt,One Road” and Chinese international promotion,we will strengthen the emphasis on private higher education for foreign students represented by sias International University of Zhengzhou University(hereinafter referred to as sias or sias International University),and expand the scale of international students.Admissions marketing strategy,stable student source,etc.are the key to improving the international competitiveness of international students enrolled in international universities.This paper uses practice survey,STP strategy analysis method and 7ps service marketing method to explore the current enrollment marketing problem of international students in sias.The performance is small in enrollment,the localization of students is in the periphery,the enrollment market has no effective subdivision,and the main and specialty advantages.It is not obvious,lacks competitiveness,single enrollment channel,lack of propaganda means and content,and does not pay attention to service marketing.It concludes that sias needs to implement 7ps service marketing innovation.The main conclusions of this paper are as follows: First,the market segmentation of international students enrollment in West Asia is drawn,and it is concluded that sias should focus on the Asian(Central Asia,Southeast Asia),Europe,Africa,America and other student markets.Points and preemption,but also consider the attraction of Chinese students from Hong Kong,Macao and Taiwan;in the education segment,consider undergraduate students,supplemented by graduate students;in addition,we must consider the individual needs of international students,optimize the professional and educational level settings.Second,determine the target market for international students enrolled by sias,choose the market with the greatest opportunities,such as foreign students in the countries and regions around the “Belt and Road”;and choose the target market that suits their own conditions,such as stable Asian market students.Thirdly,the 7ps service marketing strategy for the admission marketing of sias International University is established.First,in terms of effective product strategy,special courses are offered to enhance additional products such as study convenience,product design based on demand and foresight;second,effective In terms of price strategy,flexible tuition design,foreign scholarships are established;third,in terms of enrollment channel strategy,establishing overseas institutions,using international conferences,cooperating with overseas enrollment agencies and study abroad agencies,and fourth,active promotion strategies.Implementation of admissions promotion,new and old media promotion,improvement of foreign language webpage construction and admissions materials,strengthening of overseas publicity,participation in educational exhibitions;Fifth,in terms of effective service process strategies,focusing on individual needs of students,providing one-stop services for international students,The international students provide employment guidance;the sixth is to implement the campus environment display and network display in terms of sufficient physical display strategy.