Research On The Marketing Strategy Of General Undergraduate Enrollment In XJ College

Influenced by the family planning policy,the number of college entrance examination candidates in China has been decreasing since 2009.The survival and development of colleges and universities are supported by students.Obviously,the reduction of students will inevitably affect the survival and development of private schools.Under the background of the decrease of student resources,the competition of enrollment among colleges and universities is becoming increasingly fierce.Many private colleges and universities have difficulties in enrollment.The shortage of student resources has become a major problem facing the development of private colleges and universities.In order to solve the problem of shortage of students,more and more colleges and universities have introduced STP,4P and other marketing concepts into the enrollment work and formulated various enrollment strategies.XJ College is a private university in Shaanxi Province.In recent years,it has adopted marketing strategies in the recruitment campaign and achieved good results.According to the enrollment situation of private schools and from the perspective of marketing,taking the enrollment of XJ College as an example,this paper makes a detailed analysis of STP strategy and 4P strategy in its enrollment marketing.Firstly,this paper introduces the background,research significance,writing methods and ideas of thesis writing.On this basis,it introduces the related theories of higher education marketing,STP theory,4P theory and so on.It also introduces the development of education marketing and domestic and foreign education marketing research and practice in the form of literature review,which lays a theoretical foundation for this paper.Secondly,taking XJ College as the object of study,this paper makes an analysis of its enrollment policy,specialty settings,faculty,scientific research results and enrollment status,focusing on PEST and SWOT analysis to analyze the internal and external factors affecting the enrollment marketing of XJ College,and summarizes the strengths,weaknesses,opportunities and threats XJ College has.Thirdly,on the basis of questionnaire survey,this paper analyses the market segmentation,target market selection and market positioning of enrollment marketing of XJ College,and puts forward the strategy of enrollment marketing of XJ College by using 4P theory.Finally,this paper puts forward three measures to improve the enrollment plan and system construction,improve the enrollment marketing system,and strengthen the college's own construction,so as to ensure the smooth implementation of the enrollment marketing strategy of XJ College.It is hoped that the research can provide useful reference for the recruitment and marketing work of private schools such as XJ College.