ABSTRACT
In recent years, China has achieved rapid development in continuing education, while
the continuing education has become an important part of higher education in our
country. At the same time, because of the decline of higher education age population,
the enrollment expansion of public colleges and universities, establishment of
independent colleges and enrollment of foreign educational institutions in China,
competition for recruit students is more and more severe. In this context, education
marketing strategy has been widely used by the university administrations. But there
are still many problems of enrollment marketing that universities have to face currently.
It has very large room for improvement in higher education of marketing concept and
marketing methods.
This thesis takes the Continuing Education school, which is under the secondary
college of BS University a private universities, as the research object. Through the
literature research, interview investigation, applies the theory of marketing
management, draw into marketing concept and the model of problem solving, this
thesis to provide some useful ideas and strategies to establish the competition
mechanism which corresponds to the educational rules inside and adjusts to the social
development outside, and how to make marketing-oriented developing strategy and
inner working strategy.
This thesis first introduces the research background, purpose and significance, research
contents and methods. Then based on the marketing strategy and education marketing
concepts, introduces and analysis the development status of marketing research and
practice at home and abroad, and how to analysis the problems of the continuing
education school of BS University, then putting forward how to realize the
differentiated so the school could win from the competition.II
The value of the creation of the thesis mainly lies in the practicality of the research
results. The conclusion of this dissertation will be applied to the writer&39;s practical work
to make specific guidance of the enrollment marketing work of the continuing
education school of BS University, but also to other private colleges, continuing
education schools, training institutions to provide some reference to the enrollment of
marketing work.
Key words: Marketing Differentiated Marketing Higher Education
Continuing EducationIII
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LIST OF ABBREVIATIONS
HEI: Higher Education Institution
MOEJ Ministry of Education
PRCJ People&39;s Republic of China
SWOT: Strength, Weaknesses, Opportunities, and Threats
FTAJFree Trade AgreementV
TABLE OF CONTENT
ABSTRACT...........I
..... III
LIST OF ABBREVIATIONS .....IV
LIST OF TABLES ..........XI
........XII
LIST OF FIGURES ..... XIII
....... XIV
CHAPTER 1 INTRODUCTION 1
1.1 Research Background ..... 1
1.2 Research purpose and significance ......... 5
1.2.1 Theoretical significance ....... 5
1.2.2 Practical significance ........... 6
1.3 Research content and research methods . 7
1.3.1 Research content ...... 7
1.3.2 Research methods .... 8
1.4 Research Framework ...... 9
CHAPTER 2 LITERATURE REVIEW ........... 12
2.1 Marketing strategy ........ 12
2.2 Related research into the marketing strategy of higher education........ 14
2.2.1 Research into the Marketing Strategy of Foreign Higher Education......... 14
2.2.2 Research into Domestic Higher Education Marketing Strategy .... 17
2.3 Relevant research in the marketing strategy of the enrollment of higher
education ......... 19
2.4 Relevant research in the differentiated marketing strategy....... 21
CHAPTER 3 CASE DESCRIPTION... 23VI
3.1 Enrollment environment ........... 23
3.2 Status Quo of Guangdong Province Continuing Education ..... 25
3.3 Status Quo of Zhuhai Continuing Education .... 25
3.4 Introduction of Continuing Education School of BS University ......
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