Research On School-enterprise Cooperative Marketing Strategy Of SICHUAN T Vocational College

School-enterprise cooperation is not only the need for the development of China’s vocational education and economic development but also an important measure for China to implement the strategy of rejuvenating the country through science and education.In recent years,China has paid more and more attention to higher vocational education.The central and local governments have implemented relevant normative documents to provide support for the development of higher vocational education.Breakthroughs have been made in school-enterprise cooperation.However,some problems have also emerged in China’s school-enterprise cooperation.For example,the school’s overall faculty is insufficient,the talents cultivated in the majors do not meet the needs of social enterprises,the funds and resources for school-enterprise cooperation are lacking,and the enterprises or schools often pursue short-term benefits and ignore long-term benefits,makes it difficult for the current school-enterprise cooperation to obtain an appropriate degree of integration.In addition,the school is on the passive side of cooperation and lacks the initiative to find good cooperative enterprises to realize school-enterprise cooperative marketing;and the cooperation agreements always have weak binding force on both parties and it may be terminated at any time for certain reason resulting in the sustainable time of school-enterprise cooperation is relatively short.Therefore,to realize the active marketing of school-enterprise cooperation and ensure the sustainable development of school-enterprise cooperation is an important topic in higher vocational education of China.Through 20 years’ operation,Sichuan T Vocational College has established its professional characteristics and school-running characteristics,but the college-enterprise cooperation is facing many challenges.In particular,in the process of school-enterprise cooperation,due to insufficient market promotion,the number of cooperative companies is small,and mismatching between school majors and enterprises needs and uneven quality exist.In addition,the college has less communication with companies,interruption of school-enterprise cooperation occurs from time to time,some projects on order classes and school-enterprise joint training classes are terminated before the students are graduated,which directly reduces the employment rate of graduates.Faced with such a situation,how to actively understand the needs of enterprises,strengthen the marketing of school-enterprise cooperation,and make the school-enterprise cooperation sustainable development based on improving the professional characteristics of T Vocational College,are the top priorities in continuously improving the breadth and depth of school-enterprise cooperation.This paper starts from the current situation of schoolenterprise cooperation marketing of Sichuan T Vocational College,analyzes and discusses marketing strategies suitable for school-enterprise collaboration and sustainable development of the college,to solve the marketing problems faced by the college in school-enterprise cooperation.This paper first analyzes the market environment of Sichuan T Vocational College by using PEST external environment analysis tool to analyze the macro environment and Porter’s five force model to analyze the related micro-environmental influence factors to comprehensively judge the industry environment,and through the analysis of the internal factors of Sichuan T vocational college to reveal the advantages and disadvantages of the college.Then,through analyzing the marketing status of Sichuan T Vocational College’s school-enterprise cooperation,problems like the quality of the college’s products cannot attract companies,the product pricing is too high,the marketing channels are narrow,the promotion method is limited,the college does not have close contacts with companies,and the response speed to corporate needs is slow,and the communication between the college and the enterprise is limited are found.After that,combined with interviews and surveys,the problems in marketing are analyzed from the perspectives of products,prices,channels,promotions,association,reaction,relationship and return.Finally,through4P+4R comprehensive marketing theory,starting from product strategy,price strategy,channel strategy,promotion strategy,association strategy,response strategy,relationship strategy and return strategy,this paper puts forward the marketing strategy of schoolenterprise cooperation of T vocational college: the marketing strategy of strengthening interconnection between school-enterprise cooperation products and enterprises,the marketing strategy of providing convenient communication channels and quick response,the marketing strategy of establishing relations based on promotion,and the marketing strategy of balancing price and cost to obtain returns.Hope this paper can provide some reference to Sichuan T Vocational College on how to better promote the college to enterprises as a commodity in school-enterprise cooperation marketing.