Research On The Optimization Of Undergraduate Enrollment Strategy Of A University:Based On Promotion Management Theory

With the continuous improvement of the comprehensive strength of higher education in China and the gradual opening up of overseas colleges and universities to recruit students from mainland China,the age-appropriate educated population has more and more choices of education channels,and competition among educational institutions is becoming increasingly fierce.In this context,how to compete for high-quality students through continuous innovation of enrollment methods,means and strategies has become one of the focuses of domestic university management.A University is a provincial key university in Jilin Province with a long history,outstanding disciplinary characteristics,strong faculty,and high school quality.In recent years,the university has made many attempts and efforts in the innovation of undergraduate enrollment work,but due to the lack of advanced concepts and scientific system management planning and implementation,the performance of enrollment work is still unsatisfactory,and the quality of students has never been qualitative.Inspired by the widespread application of marketing theory in non-profit organizations and achieving good results,this article attempts to apply modern marketing management theory to the undergraduate admissions practice of A University.Based on the basic logical framework of marketing theory,especially the promotion mix theory and 5W communication model in the field of promotion management,combined with the first-hand information obtained through in-depth interviews and questionnaire survey,this paper systematically combs and analyzes the current situation and problems of admission promotion strategy of A University.Meanwhile,with the help of the theoretical framework of marketing environment analysis,a comprehensive scan of the main macro-and micro-level environmental factors that affect and restrict A's admissions work is conducted.On the basis of the above research,the author optimizes the strategy of A university's undergraduate enrollment promotion.The optimization mainly involves: the optimization of a university's enrollment concept based on modern marketing concept at the level of business philosophy;the optimization of STP strategy(target marketing strategy)at the level of core marketing strategy;and the optimization of the most important enrollment promotion strategy under the guidance of the above concepts and strategies.In order to ensure the systematic and comprehensive design,the strategy optimization is carried out from two different perspectives: promotion combination and 5W communication model,which complement and support each other.Finally,the guarantee measures for the optimization of the enrollment promotion strategy are proposed from the aspects of organization,system,resources,etc.