Research On Marketing Strategy Of Higher Vocational Colleges

In the era of knowledge-based economy,China's higher education adopts the strategy of enlarging enrollment,and continues to increase the development of higher education.It also allows higher education to diversify.Faced with such development space and opportunities,China's higher vocational colleges are rapidly developing and competition is becoming more and more intense.In the process of rapid development,higher vocational education is facing many challenges.On the one hand,China's continuous economic development and the gradual transformation of people's ideological concepts have led to a decline in the birth rate of our country's population and a gradual decrease in the number of students.On the other hand,China is transforming itself from a manufacturing country to a manufacturing powerhouse.The original higher vocational education model and educational content can no longer meet the need s of the growing high-tech enterprises.Higher vocational colleges want to gain advantages in fierce competition,they need to learn to use the concept of marketing to identify the market,grasp the needs of the company's employment,correct positioning,through the use of appropriate marketing strategies,gradually establish a good brand image,in order to seek school long term development.This article takes Dongguan Vocational and Technical College(Dongguan Polytechnic)as a research case and uses related theories to discuss and research its marketing strategy.Dongguan Vocational and Technical College is a public full-t ime ordinary higher vocational college.It was established in Apr il 2009 with the approval of the Guangdong Provincial People's Government.The Dongguan Vocational Technical College was approved by the Guangdong Provincial Department of Education as the third batch of demonstration vocational colleges in Guangdong Province.Project construction unit.With the economic transformation of our country,Dongguan realizes the transformation from a big manufacturing city to a model city.It needs tens of millions of first-class technical and technical talents who can adapt to the development of the industry.In the face of this major opportunity,Dongguan Vocational and Technical College needs to formulate a good marketing strategy for the college,carry out reforms in teaching and management,promote promotion methods and tangible displays,and establish a college brand.The Dongguan Vocational and Technical College can be established in many higher vocational and technical education institutions.Stand out.Based on the above background and objectives,this article analyzes the marketing status of Dongguan Vocat ional and Technical College based on marketing related theories.The problems in marketing quality,professional sett ing,staff management,channels,promotion methods,tangible display and teaching management of Dongguan Vocational and Technical College were studied,and the causes of these marketing problems were analyzed.Through the analysis of the industry environment,macro environment and internal resources faced by Dongguan Vocational and Technical College,combined with detailed information and research information methods,it studies the consumption characteristics,development potential and market opportunities presented by Dongguan Higher Vocat ional Education Market.Through the combination of mult i-angle marketing analysis methods,this article explores the marketing strategies of higher vocational education of Dongguan Vocational and Technical College under the background of the rapid development of high-tech talent demand in Dongguan.Dongguan Vocational and Technical College,as a non-profit organization,can learn from the marketing theories in business management,conduct market positioning,formulate a scientif ic marketing strategy,and achieve sustainable development of the school.