Marketing Environment Analysis And Strategy Research Of JZ College Enrollment Business

Since the Third Plenary Session of the Eleventh Central Committee,my country’s private education has become an important part of my country’s education,and has played an active role in popularizing pre-school education and basic education during the economic transition period of our country,and in meeting the general education needs of the people.However,due to the increasing number of universities,and the policy of expanding college enrollment has been implemented in2019,resulting in fierce competition in the college enrollment market.As a private higher vocational college,JZ College is far from public higher vocational colleges in terms of educational resources and policy support.In recent years,it has faced serious problems of continuous decline in the number and quality of enrollment.This article takes JZ College as the research object,based on JZ College’s existing enrollment marketing strategy,combined with the results of questionnaire survey data analysis of current students,and proposes enrollment marketing improvement strategies for the problems existing in JZ College’s enrollment work.First,this article introduces in detail the topic background,research significance,research methods and ideas of this article,and conducts literature research on the application and practice of domestic and foreign marketing theories in the field of education;then,introduces that the research of this article is mainly based on educational marketing theory,STP theory,marketing mix theory and other theoretical foundations;then,analyze the current situation and problems of JZ College’s enrollment marketing,through the questionnaire survey of JZ College’s current students,combined with the current situation of JZ College’s enrollment marketing,and summarize the Problems in products,prices,channels and promotions;after that,analyze the enrollment marketing environment of JZ College,use PEST and Porter’s five forces model to analyze the internal and external marketing environment of JZ College’s enrollment,and determine the development of JZ College through the SWOT matrix The strategy is SO growth-oriented development strategy.JZ College must seize external opportunities and maximize its own advantages to achieve long-term development.Then,from the perspectives of the source location,family income,source type,and economic development level,the source market is segmented to determine the middle and high levels of Jiangsu Province,Anhui Province,Henan Province,Shandong Province,and the more developed Zhejiang Province and Guangdong Province.The income family is the target source market,ordinary high school graduates are the main target source market,and secondary vocational graduates are taken into consideration.Based on this,combined with the SWOT strategy to choose the school level,professional construction,talent training objectives and service orientation of JZ College Market positioning is carried out in several aspects;finally,from the perspective of service marketing theory,the improvement strategy of enrollment marketing of JZ Academy is proposed.By applying the research results of this paper to the recruitment marketing practice of JZ College,it can help JZ College solve the recruitment problem,and provide reference for the recruitment work of other similar private vocational colleges.