营销组合策略在成人高校招生管理中的应用

The Application of Marketing Mix Strategy in Enrollment Management in Adult Colleges

随着成人高校招生形势的日益严峻,我国成人高校的招生管理部门越来越重视将教育营销的理念引入招生工作中,在招生管理中充分运用市场营销组合策略,结合成人高校职业教育市场的鲜明特点,通过研究成人高校的产品策略、学校的有形展示策略、培养学生的过程策略、学生就业及其指导策略、提高知名度的宣传策略等几方面,客观分析成人高校的营销组合并有针对性的实施营销组合策略。

As the enrollment of adult colleges and universities is becoming increasingly rigorous,the enrollment management department of adult colleges and universities in our country pays more and more attention to introducing the concept of educational marketing into the enrollment work. In the enrollment management,we make full use of marketing mix strategy and combine the distinct characteristics of vocational education market of adult colleges and universities. Through analyzing the product strategies of adult colleges and universities,the tangible display strategies of schools,the process strategies of students cultivation,the student employment and their guiding strategies,and the publicity strategies that increase the awareness,an objective analysis of the marketing mix of adult colleges and universities has been completed and the marketing mix strategy has been implemented specifically.