Research On Enrollment Problems And Strategies Of Private Schools From The Perspective Of Marketing Management Theory

Since the comprehensive liberalization of the "two-child policy" in 2015,the number of new-born children in China has shown a trend of linear increase,which is already in the ascendant of private education in China,and will usher in a process of explosive growth under the impetus of this policy torrent.From the national point of view,the scale of private education in our country is increasing year by year,and the scope is gradually extending.From the 21 st century,private education mainly distributes in the coastal developed areas,to now it has gradually developed to the central and Western regions,and has formed a new relatively balanced market of supply and demand.In the era of free compulsory education,private schools are not only facing pressure from public schools,but also in a relatively homogeneous market of free competition.Therefore,it is an urgent problem for every private school to formulate a suitable enrollment strategy.This article is based on the theory of marketing management and it constructs an analysis framework from the prospective of 7Ps Seven Dimensions: Product,Price,Place,Promotion,People,Process and Physical Evidence.YH school was selected as the research object.Through questionnaires and interviews,it was found that the school's enrollment work had the following problems in terms of product,price,place,promotion,people,process and physical evidence : In terms of product,teachers' quality needs to be strengthened,the school system needs to be adjusted,the quality of logistics service is not satisfying,and the level of humanistic care is not enough.In terms of place,school enrollment mainly relies on parents' introduction which results in the single enrollment channel so that it needs improvement.In terms of promotion,the effect of traditional promotion is not good enough,the use of new media is basically absent,and the crisis public relations sense is obviously insufficient.In terms of people,the quality of personnel needs to be improved,the sense of service is lacking,and the professional quality is not high.In terms of process,the services of all aspects of enrollment are not in place,and the process needs to be probably reformed.In terms of physical evidence,the problem of homogenization in the design of promotional materials is serious.There is no obvious highlight in the placement of the admissions site,and the campus facilities are yet to be updated.In response to the existing problems,the author puts forward some targeted countermeasures: In terms of product,the construction of the teaching staffs should be strengthened,the overall quality of the staffs as well as the quality of the education services for students should be improved;it is suggested that schools should guarantee good logistics services,strengthen humane care,and commit to the optimization of the overall product of educational services.In terms of price,a good policy for cutting down university fees will attract more high-quality students.Besides,increasing the amount and category of school scholarships,optimizing the reward model,and promoting enrollment with results are effective ways.To ensure the daily nutritional intake of students,schools can outsource the canteen and heighten the price of students' daily meals.In terms of place,we will continue to employ the word-of-mouth marketing strategy,and at the same time to expand enrollment channels,increase enrollment consultation points within and outside the province,and explore potential student sources with the help of students in school and alumni in the society.In terms of promotion,firstly,in advertising,it's a good way to increase the amount of advertisements and the diversity of advertising media,making full use of online media.Secondly,it's also a good way to provide the faculty with recruitment training,actively seek help from students in school and update the information carrier.As for business promotion,schools ought to strengthen the ability of crisis public relations in different situations: propaganda,communication,service and maintenance.In terms of people,it's advised that schools should strengthen service awareness and enrollment consulting training,and establish a professional enrollment team.In terms of process,improving the quality of service personnel and optimizing the service delivery process are advocated.The enrollment process should be optimized and the enrollment process strictly supervised.In terms of physical evidence,schools should strengthen the comprehensive improvement of the campus environment,increase the investment in teaching facilities and equipment,further improve the office environment and conditions of teachers,strengthen the display of campus culture,and create a dense learning atmosphere.