Shanxi Institute of Mechatronic Technology Admissions Strategy Study
|School||Kunming University of Science and Technology|
|Keywords||Higher Vocational Education Admissions Marketing strategy Marketing strategy|
Higher vocational education is one of special education forms and an important way to cultivate high-quality and high-skilled talents in our country. In recent years, with the rapid development of higher vocational education in our country, the number of colleges and universities is increasing and the enrollment scale is also increasing quickly. Meanwhile, there is a trend that the quantity of school-age population of higher education gradually declines. The student is the survival foundation of a school. If a school wants to survive and develop sustainably, it must have enough, high-quality matriculate. In the background of education marketization, higher vocational colleges are facing a rat race in students and they try their best to appeal more students as possible. Facing the competition, it is the biggest problem that higher vocational colleges must solve first--- how higher vocational colleges can use marketing management theory effectively, draw up suitable admissions marketing strategy, gain more competition advantages, ensure the stability of matriculate quantity and the increase of the students’ quality and train more high-skilled talents to meet the social needs for survival and development.This paper takes Shanxi Institute of Mechanical and Electrical Engineering as a research object. Shanxi Institute of Mechanical and Electrical Engineering is a public higher vocational college subordinate to Shanxi Department of Educations and it is also the lead unit of vocational education group equipment manufacturing in Shanxi province.In recent years, college enrollment is sharply increasing, but there still appears some outstanding problems in student enrolment work:the students’ quality dropping, student enrollment outside Shanxi province having a dramatic drop.Based on the marketing theory and strategic theory, aimed at college in enrollment work, through the problems existing in the questionnaire, statistics and analysis, conducted from theory to practice, from macroscopical to microcosmic, from appearance to essence of research, this paper puts forward a series of recruit students marketing strategy. Firstly, the paper puts forward the adapt differentia competition strategy after analysing the macro environment, industry institute of competitive environment and internal environment of the college, using SWOT analysis to summary college strengths, weaknesses, opportunities and threats outside. Secondly, using STP to give Segmenting and Targeting of the college, and through Positioning, outstanding college teaching advantages and characteristics, based on the differentiation strategy, combining 7P’s service marketing theory, this paper proposes seven admissions strategy:Product Strategy、Place Strategy、Promotion Strategy、Price Strategy、People Strategy、Physical Strategy、Evidence Strategy、Process Strategy. Through the implementation of the strategies, improving the college teaching quality, strengthening themselves as the core, stressing the characteristics of a school and educational advantage, strengthening the service consciousness, broadening the staff publicity channels, efforts to raise awareness and improve college brand and quality to matriculate especially attractive, enhancing the competitiveness of students, so as to solve the college admissions problems, and promote the healthy and sustainable development. The author hopes that this paper can also provide reference for other enrollment work in higher vocational colleges.