GS College Admissions Marketing Strategy Research

As the rapidly progress of popularization of tertiary education,marketing theory has been extensively used in the field of education.Meanwhile,the demand for tertiary education by the citizens has also been constantly improved.Recently,as a significant force of tertiary education,private colleges and universities have been swiftly developed under the impetus of the market.However,due to issues of the high cost of management,the short period of establishment,and the lack of brand influence,private colleges still have to confront with various challenges in the competition with public institutions.The GS College is a relatively large-scale private college in Henan Province,China.As the Henan University Entrance Examination merged the enrolment of second batch of undergraduate with the three batches,thus,the GS College not only have to compete with similar institutions,but also required to compete with public institutions.Hence,it is a vital question that how to make use of themselves' advantages and propose a feasible and effective recruitment marketing strategies.This thesis combines the relevant theoretical knowledge of marketing with GS College as a specific case,using case study method,comparative analysis method and literature research method to carry out specific research and intend to solve the difficulties that GS College is confronting.The first part introduces the research background and significance,literature review,research framework and research technical routine and describes the research methodologies and potential innovations of the research.The second part combines STP marketing theory,differentiated marketing theory and discussion of the application of marketing in education sector in order to clarify the theoretical basis of this thesis.The third part utilizes the SWOT analysis method to scan the internal and external environment of the GS college admissions marketing process.The fourth part examines the current status and existing issues during the recruitment of GS College.The fifth part clarifies the market positioning and target market of GS College through market segmentation.The sixth part is the countermeasures and suggestions for the optimization of GS college admissions marketing strategy.Through the research,the following conclusions were drawn: First,identified the advantages and disadvantages of the GS College in terms of brand and faculty,as well as the disadvantages of management of finance;and concluded that a friendly policy and environment and social requirement of undergraduate could create the admission chances for GS College.At the same time,it also pays attention to the competition in the same industry and the uncertainty of land policy,which poses the admission marketing a certain threat.Secondly,through the analysis of the status quo and problems of GS College enrolment marketing,this thesis found the specific problems of GS College in productdesign,price setting,and enrolment channels.Thirdly,through the subdivision of GS college admission targets,it is identified that the GS College's market orientation should be the applied-oriented for high-income families and developed regions.Fourth,the thesis emphasizes on the construction of educational products,improves the price strategy of differentiated fees,forms a stable diversified enrolment channel,and handles optimization strategies such as internal and external social public relations.The research in this thesis is based on the practical work,which is beneficial to the managers of the GS College and the staff of the Admissions Office to better coordinate the work of all parties.It also can optimize the quality of students and improve the quality of teaching for GS College through the enhancement of the admission marketing strategy.It contributes to develop the reputation of GS College among candidates,parents and the general public.Meanwhile,it has certain reference for the admission marketing work of similar institutions.