Research On Enrollment Marketing Of Private Vocational Colleges In Shandong Province

Private vocational colleges in Shandong Province are an important part of Shandong higher education schools,providing professional and technical personnel for the development of all walks of life.In recent years,our country has provided a strong legal basis and policy norms for the development of private education.Private education is increasingly booming.Private higher education has entered a new stage of development with the help of national policies.In terms of the private vocational colleges in the Province,due to insufficient policy support,the increase in the number of various types of schools,the shrinking of the enrollment market,the insufficient development of the schools themselves,the low social popularity and evaluation of the schools,the attraction of other higher education or training institutions and foreign education,the competition in the enrollment market of the private vocational colleges is extremely fierce,and there is a serious shortage of enrollment,which affects the sustainable development of the schools.Private vocational colleges are invested and operated by enterprises or individuals.Their main sources of income are external capital investment and student tuition fees.The decrease in student resources means the decrease in income and disposable capital.Compared with public colleges,the arrival of crisis of enrollment has a more obvious impact on private vocational colleges.How to expand market share to ensure the admission of students,maintain the healthy and sustainable development of schools,and attract the attention of consumers involves the introduction of marketing strategies.First,from the point of view of marketing,this paper introduces the research background and significance of the paper,summarizes the research trends at home and abroad,elaborates the common marketing theories of STP and 4Ps,and explains the content and framework of this paper;Second,this paper analyzes the external environment,internal environment and industry environment of private vocational colleges,and summarizes the problems existing in marketing and the reasons for the problems;Third,this paper summarizes the weaknesses of private vocational colleges in marketing through questionnaires to students,parents and teachers.On this basis,it analyzes the school's own situation in detail,conducts targeted marketing strategy research respectively according to the specific content of Segmenting,Targeting,Positioning and4 Ps marketing theory,private vocational colleges should make use of the marketing concept,start from the market,subdivide the market,accurately position,formulate detailed strategies suitable for the development of the school from various perspectives,and discusses the marketing strategy research of private vocational colleges from internal marketing,service marketing,word-of-mouth marketing and differentiated marketing;Finally,it discusses from its own aspects the ways to build characteristic specialties,build excellent brands,improve core competitiveness,establish marketing concepts,and perfect the marketing department,strengthen and guarantee the marketing strategy of private vocational colleges.Through the research on the marketing strategy of private vocational colleges in Shandong Province,some guiding suggestions are formed,and the operation of private vocational colleges in Shandong Province is guided accordingly.