Enrollment and Marketing Optimization Strategy of Yunnan Vocational College of Economics and Foreign Affairs

Citation

Li, Zongmei. (2022). Enrollment and marketing optimization strategy of Yunnan Vocational College of Economics and Foreign Affairs. (Master’s independent study). Bangkok: Siam University.

Abstract

Marketing theory has been widely used in the field of education, and with the mass development of higher education, the national demand for education has been increasing. In recent years, private colleges and universities have been developing rapidly under the impetus of the market. However, due to the high cost of operation, short years of operation and insufficient brand influence, private colleges and universities still have great challenges in the competition of the student market. Yunnan College of Economics, Trade and Foreign Affairs is a large-scale private higher vocational college in Yunnan Province. As the total population of school-age continues to decline, an effective source of students for higher education decreases while the number of higher education institutions increases. Based on the current situation of enrollment, it is an important issue for YBEC to propose a feasible and effective enrollment marketing strategy. This paper was based on a combination of theoretical knowledge of marketing and a specific case study, Yunnan Economic and Foreign Affairs Vocational College, with enrollment marketing as the main line of research. The first part elaborates the research background, research questions, research objectives, research significance and research limitations. The second part clarifies the theoretical basis of this paper by applying the “4P” marketing, STP marketing, differentiation marketing, service marketing and education marketing. The third, designs the analysis of this paper from research methodology, research survey design to data analysis. Then analyzes the internal and external environment of the enrollment marketing process of Yunnan College of Economics, Trade and Foreign Affairs from the current enrollment marketing strategy, enrollment effect, macro environment, industry competition, target customer demand, and the use of SWOT and PEST strategic analysis. Finally, it proposes effective enrollment marketing strategies through the above analysis, and draws conclusions, puts forward major recommendations and further research issues.

The research in this paper is based on the actual work and is beneficial to the enrollment work of Yunnan College of Economics and Foreign Affairs, which can improve the quality of students, the level of education and the recognition of the school by candidates, parents and the public through the improvement and optimization of enrollment marketing strategies. At the same time, it has certain significance for similar institutions’ enrollment marketing work.

Keywords: enrollment marketing strategy, education marketing, private colleges and universities, vocational education.

Enrollment and Marketing Optimization Strategy of Yunnan Vocational College of Economics and Foreign Affairs

Master of Business Administration (International Program), Siam University, Bangkok, Thailand