The Marketing Strategy Of Adult Education Enrollment In Southern Talent Vocational Training School From The Perspective Of Enrollment Motivation

In recent years,the high class adult education demands have become an indispensable method of education.The student scale of adult education occupies an indispensable proportion in the education system.The development of adult education faces various enrollment and marketing problems.Clarifying the overall trend of the scale development of adult education and the enrollment motivation of adult students and the problems in adult education schools in enrollment,then proposing relevant feasible countermeasures are the keys to achieving sustainable development of adult education.On the basis of systematically summarizing the results of domestic and foreign adult education enrollment motivation and enrollment marketing strategies,this study uses PEST analysis to analyze the external environment of Guangzhou Southern Talent Vocational Training School,and uses Porter’s Five Forces to analyze the bargaining power of suppliers in the adult education industry,the bargaining power of buyers,the ability of potential competitors to enter,the ability of substitutes,and the current competitiveness of competitors in the industry.The study takes adult students from Guangzhou Southern Talent Vocational Training School as the research objects,the relevant information of 878 students was investigated through questionnaire system.Through reliability and validity analysis,it is found that students’ motivation for enrollment can be clearly divided into three types: cognitive drive,self-improvement drive,and accessory drive.Using these three motivations as continuous variables and gender,age,marriage status,occupation,position,and income as categorical variables,with the help of SPSS two-stage clustering method,clustering analysis of 878 samples showed that the samples can be divided into two subgroups with significant differences.For each sub-group,based on the 4C theory,corresponding marketing strategies are proposed from three major aspects: customer demand,customer convenience and customer communication.This study analyzes the marketing strategy of Southern Talent Vocational Training School from the perspective of adult education enrollment motivation through the method of customer behavior analysis.It is hoped that this study can dig out new topics for research in the practice of adult education reform.The research conclusions of this article can be used in various recruitment activities of Guangzhou Southern Talent Vocational Training School in the future.It is expected that it will have a certain impact and change on the admissions of Guangzhou Southern Talent Vocational Training School.Marketing strategy research has played a certain reference role.