Management of Marketing Communications System of Higher Education Institutions in China

Abstract

Building an educational power is the primary project of national rejuvenation, and education must prioritize development. Currently, China's higher education is in a historical transformation process from scale expansion to connotation development. At the same time, it is also in a new historical stage of significant adjustment of educational resources and market patterns. Under the market economy system, Chinese HEIs have the right and interest to run schools independently, with self-management and self-restraint. College students pay fees to go to school and choose their jobs, which changes the national enrollment and employment system; the diversification of school-running subjects and multi-channels of school-running funds change the situation that the government takes charge of running schools. In recent years, with the increasing number of private HEIs in China, the competition for excellent teacher resources, excellent student resources, and social relations resources among Chinese HEIs has become fierce. On the other hand, the structural contradiction between the supply and demand market of college graduates also promotes fierce competition in the student employment market. At the same time, we also see that with the transformation of Chinese higher education from "elite education" to "mass education," the expenditure of higher education consumption has increasingly become an essential part of people's daily life consumption. Most families will weigh the pros and cons, budget input, and output in various influencing factors of higher education consumption and seek the ideal point of fit between personal needs and educational choices. In reality, the structure, quality, and scale of all kinds of higher education at all levels cannot fully meet the multiple needs of the public. High-quality, characteristic, and good brand education is becoming a scarce resource. How to better provide educational services that meet the public's needs and the diversified educational needs of consumers (including students, parents, and employers.) according to the continuous development of the market economy? It has become a problem that must be considered for every university to maintain its survival and development. In addition, after the popularization of higher education in western countries, with the birth rate declining, there is a surplus of educational resources, significantly higher education resources. They began to look overseas to compete in the global education market by studying abroad and cooperating in running schools. These initiatives have attracted many excellent human resources and private higher education funds in developing countries. These all require that Chinese HEIs be more open to the world, more actively carry out international exchanges and cooperation, and participate in international competition. To sum up, it is indisputable that Chinese HEIs face increasingly fierce competition. In the current environment, HEIs must establish a correct brand concept, build a university brand with core competitiveness, implement practical brand construction and communication channels, and enhance their strength in future competition. These measures have become necessary for HEIs to occupy a favorable position in the current highly competitive higher education market. The construction and management of brand communication systems in HEIs directly reflects the level of educational administrators and the degree of sustainable development of the school, which is not only the external expression of core competitiveness but also a kind of management philosophy about how to accumulate, obtain and allocate educational resources. At present, brand communication strategy has been paid more and more attention by HEIs. However, in implementing the construction of brand communication in HEIs, the current situation is not optimistic. Transplanting the brand communication strategy used in the business community for a long time to the higher education industry and adapting to it is a new topic that theorists and university administrators urgently need to study. This paper is committed to studying the marketing communication management model of higher education, which adapts to China's national conditions so that Chinese HEIs can attach importance to school brand construction and marketing communication and benefit from the formulation and implementation of marketing communication strategy. This paper comprehensively uses various research methods, including literature, realistic observation, empirical, and inductive and deductive research. This study is interdisciplinary research involving marketing, communication, management, and other related disciplines. The introduction comprehensively analyzes the topic research rationale, reflects its connection with scientific programs and topics, defines the purpose and objectives of the research, object, subject, and critical techniques, indicates the novelty and practical significance of the results, and determines the personal contribution of the candidate in research, the approbation of the results and gives the publications on the topic of thesis paper, structure and load. The first chapter defines the basic concepts of this study, analyzes the current research situation, theoretical research basis, and methods, and defines the scope, direction, and focus of this research. First, this paper discusses the concept and type of marketing communication as the object of economic management and focuses on the definition and development process of integrated marketing communication. Secondly, it comprehensively consults and collects the relevant literature, combs the relevant marketing communication research in HEIs, and defines the current research direction. Finally, we explained the basis of related theories and methods. This paper focuses on the classical theoretical models closely related to this study, such as marketing, communication, advertising, brand, and integrated marketing communication. The results show that the advanced and specialized development of marketing communication theory and practice provides a solid theoretical basis for establishing a marketing communication system and mechanism in Chinese HEIs. Currently, the research on marketing communication in Chinese HEIs is less in-depth, mainly at the theoretical level of ideas and concepts, and lacks systematic definition and summary, especially the exploration of practical application effect. Currently, Chinese HEIs have realized to varying degrees the importance of marketing communication in enhancing the popularity of HEIs and strengthening the brand construction of HEIs, but the attention to marketing communication in HEIs is still not enough. Moreover, in practice, there is insufficient combination with marketing communication theory, can not effectively integrate various marketing media and other phenomena, and can not guarantee and test the effect of marketing communication. The second chapter analyzes the current management situation of marketing communication systems in Chinese HEIs, tests the effect of marketing communication in Chinese HEIs, and finds out the problems existing in the construction and management of marketing communication systems in Chinese HEIs. First of all, from the aspects of the management organization and responsibility of marketing communication in HEIs, the team and composition of marketing communication personnel, the rules and regulations and workflow of marketing communication, the composition of marketing communication media, the content and channels of marketing communication, this paper makes a comprehensive analysis of the current situation of the construction and management of marketing communication system in HEIs in China. Then, the empirical test of the effect of marketing communication in HEIs is completed by determining the scale, forming a questionnaire, collecting data, using descriptive statistics, reliability and validity test, and structural equation model construction. Finally, based on the current situation analysis and empirical test results, the paper summarizes the problems in constructing and managing marketing communication systems in Chinese HEIs. The research shows that: in marketing communication, the richness of information significantly influences the formation of users' cognition and emotions about HEIs, but the public's Intention about HEI is not significant; Information credibility has a significant influence on the formation of public emotions about HEIs and has no significant influence on the cognition and intention of HEIs; information interesting and sharing have both no significant effect on the public's cognition and emotion about HEIs and have a significant effect on the intention of HEIs; the function of information significantly influences the formation of users' cognition, emotion, and intention about the chosen HEI; there is a step-by-step positive relationship between the public's cognition, emotion, and intention of HEIs. At present, the problems existing in the construction and management of marketing communication in Chinese HEIs mainly include a lack of awareness of marketing communication, low level of management of marketing communication, the unclear market orientation of marketing communication, the uncertain target market of marketing communication, disunity of expression of marketing communication information, a single mode of marketing communication, lack of effective integration of marketing communication media, lack of adequate evaluation of marketing communication effect. The third chapter constructs the marketing communication system model of Chinese HEIs and tries to optimize the management of the current marketing communication system of Chinese HEIs, to help them improve the effect of marketing communication. First, because of the problems existing in the marketing communication system of Chinese HEIs, this paper gives the corresponding scheme and construction ideas, constructs the framework model, and puts forward a clear implementation path. Then, given the formulation of marketing communication strategy in Chinese HEIs, the paper puts forward the basic principles that we should follow, and how to innovate the current subject of marketing communication, determine the goal of marketing communication, and then point out the formation path of marketing communication strategy. Finally, we give the strategy of implementing the marketing communication strategy of Chinese HEIs, and the effect of marketing communication should be ensured through market analysis, selection of specific marketing communication strategies, and evaluation of the marketing communication effect. As a tentative application of marketing and management theory in higher education, this paper is still in the exploratory stage in many aspects. Due to the limitations of the author's own knowledge and energy, there are still many deficiencies in the research. For example, this paper mainly chooses Chinese HEIs as the research object, does not compare Chinese HEIs with those of other countries, and does not systematically summarize the achievements and problems of HEIs in other countries in the practice of marketing communication. Secondly, this paper publishes the questionnaire through the network "questionnaire star" and collects the data. Although the efficiency is very high, the interviewees are separated from the investigators in time and space, and the attitude in filling out the questionnaire is difficult to grasp, which makes the data have subjective bias. We expect that in the future, we will continue to carry out relevant theoretical exploration and practical accumulation to make some innovations and achieve better research results in constructing and managing marketing communication systems in HEIs.