The private four-year development academy is facing a decline in enrollment, according to the background of these colleges, discusses five stages of deepening the understanding of marketing:
In the past, the private four-year college has neither understanding, and does not care. Because higher education is sacred in people's minds, it is an authority. Ask scholars to try to enter the college for learning, the hospital does not need to consider how to enrollment and publicity. Now, everything has changed (the following is five phases of the development of the college marketing):
1. Marketing is advertising, promotion and public publicity: marketing concepts entering the education industry, not in the form of "marketing concept", but in the form of "advertising and promotion". Private Four-Year Institute is experiencing fierce competition with other colleges (including public colleges, colleges, professional schools, etc.), and educational institutions have increased their advertising and promotion budgets to improve their reputation and let scholars. Ability to understand it, thereby choosing to learn in the institution;
2. Marketing is a smile and friendly atmosphere: The private college finds that it is not difficult to attract a group of students, it is difficult to make the students satisfied. In this way, the marketing concept is beginning to form, that is, try to win the customer (seeker). The faculty and staff of the college must learn to change their attitude, and strive to create a gentle friendliness and learning atmosphere, giving a reason to choose its reason; very fast, other educational institutions have also begun to discover these details, and quickly imitate;
3. Marketing is subdivision and innovation: So, the private college begins to find new competing means, which will ask the school market segmentation and make each of the existing and new majors services for each segment. Also, in order to maintain competitive advantage, private colleges must work hard to innovate (find professional and professor of social hotspots and trends);
4. Marketing is positioning: When other competitors have begun to do this, all of the educational institutions seems to be almost the same; at this time, the private college will find new differences (because it finds no The agency can do a comprehensive and excellent). At this time, it had to analyze all the opportunities it owns and determine a location on the market. The positioning is not equivalent to the image shape. In addition to the image, the private college also needs to distinguish between the actual competitive professional, characteristics and courses to work hard to become the best in the segment of its choice. . (At the same time, you can also help scholars understand the same and different from the private college and other educational institutions, as well as the advantages of the private college, so they can choose the most suitable schools to themselves)
5. Marketing is a marketing analysis, planning and control: When the private college does more than a few aspects, it also needs to have a sound marketing plan and control system to analyze the objectives, tasks and indicators of each accounting year. , Planning and control. (Not only including marketing indicators, should also include these indicators through those ways, as well as corresponding reward and punishment systems)
