A Study On The Strategy Of Student Resource Development Of Shanghai Bangde Vocational And Technical College

In the field of education,the state has carried out a series of reforms in higher education,one of the results is the rapid development of private higher education.In the process of the industrialization of higher education in China,colleges and universities in the industry have also entered a vigorous development stage,which provides opportunities for many public colleges and universities to expand their enrollment,and also gives private colleges and universities an excellent opportunity for development.However,with the rapid development of private colleges and universities,their own market-oriented disadvantages and inherent deficiencies of their own development have gradually emerged.For example,the disordered growth and vicious competition of private colleges and universities,the independence and expansion of public independent colleges lead to the difficulties in enrollment of private colleges and universities.The negative impact of population reduction caused by the family planning policy implemented many years ago in China has gradually appeared.Although it has an impact on all institutions of higher education,the impact on them is more obvious because of the short development time and limited adaptability of private colleges and universities,which also leads to the need for private colleges and universities to gradually enter the completely competitive higher education market to learn how to recruit students,market and product Brand construction,so that they get a better source of students and more substantial development.First of all,this paper introduces the research background,research significance,research content and research methods of this paper with concise language,and states the possible innovations of this paper.Then it introduces the concept of private college students’development,the related concepts of marketing and brand building,as well as the SWOT analysis,PEST analysis and Porter five force model analysis.Then,it briefly introduces the general situation of Shanghai Bangde vocational and technical college,explains the enrollment situation of the college in the past five years,analyzes the enrollment strategy and enrollment mode of the college,then analyzes the environment affecting the enrollment of Shanghai Bangde vocational and technical college,analyzes the enrollment environment of the whole country through PEST analysis,and analyzes the behavior of private vocational colleges by five force model analysis Industry environment analysis;analyze the internal environment of the college itself.On this basis,the SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and threats of the development of the college,pointing out that there are some problems in the enrollment strategy of the college,such as the immature use of marketing mix strategy,the unclear recruitment propaganda work,the low employment quality of graduates,the lack of brand building awareness,and the low strength of brand culture construction.Combined with the analysis of the problems,this paper puts forward the optimization scheme design of enrollment strategy of Shanghai Bangde vocational and Technical College from three aspects of college construction marketing strategy and brand construction.Finally,this paper summarizes the research of this paper,and looks forward to the future research.The research of this paper has reference and practicability for the future enrollment development of private higher education in China.It also discusses and analyzes the application of strategies in the competition for students.For example,starting with brand building and marketing mix,it further builds its own characteristics and advantages,improves the popularity and influence of private higher education institutions,and hopes to be able to provide private higher education in China The development provides reference.