| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-19页 |
| CHAPTER 1 INTRODUCTION | 第19-30页 |
| 1.1 Research Background | 第19-23页 |
| 1.2 Research purpose and significance | 第23-25页 |
| 1.2.1 Theoretical significance | 第23-24页 |
| 1.2.2 Practical significance | 第24-25页 |
| 1.3 Research content and research methods | 第25-27页 |
| 1.3.1 Research content | 第25-26页 |
| 1.3.2 Research methods | 第26-27页 |
| 1.4 Research Framework | 第27-30页 |
| CHAPTER 2 LITERATURE REVIEW | 第30-41页 |
| 2.1 Marketing strategy | 第30-32页 |
| 2.2 Related research into the marketing strategy of higher education | 第32-37页 |
| 2.2.1 Research into the Marketing Strategy of Foreign Higher Education | 第32-35页 |
| 2.2.2 Research into Domestic Higher Education Marketing Strategy | 第35-37页 |
| 2.3 Relevant research in the marketing strategy of the enrollment of highereducation | 第37-39页 |
| 2.4 Relevant research in the differentiated marketing strategy | 第39-41页 |
| CHAPTER 3 CASE DESCRIPTION | 第41-57页 |
| 3.1 Enrollment environment | 第41-43页 |
| 3.2 Status Quo of Guangdong Province Continuing Education | 第43页 |
| 3.3 Status Quo of Zhuhai Continuing Education | 第43-44页 |
| 3.4 Introduction of Continuing Education School of BS University | 第44-47页 |
| 3.4.1 Introduction | 第44-47页 |
| 3.4.2 Continuing education school of BS University enrollment object | 第47页 |
| 3.5 Main competitor of continuing education school BS University | 第47-48页 |
| 3.6 Introduction of Enrollment of the Continuing Education School BS University | 第48-53页 |
| 3.6.1 Continuing education school BS University enrollment population andadmissions process | 第48-50页 |
| 3.6.2 Introduction of Admissions marketing methods | 第50-52页 |
| 3.6.3 Major and tuition of the continuing education school BS University | 第52-53页 |
| 3.7 The existing problems of enrollment of the Continuing Education School BSUniversity | 第53-57页 |
| 3.7.1 Homogeneity of product is sericiou | 第53页 |
| 3.7.2 Price differences are not sensitive | 第53-56页 |
| 3.7.3 Promotion of brand image is not prominent | 第56-57页 |
| CHAPTER 4 CASE ANALYSIS | 第57-78页 |
| 4.1 Research Design | 第57页 |
| 4.2 Research Purposes | 第57页 |
| 4.3 Respondents and Investigation Process | 第57-58页 |
| 4.4 Investigation Results and Analysis | 第58-73页 |
| 4.4.1 Educational products analysis | 第58-66页 |
| 4.4.2 Price analysis | 第66-67页 |
| 4.4.3 Place analysis | 第67-71页 |
| 4.4.4 Promotion Analysis | 第71-73页 |
| 4.5 SWOT analysis of the continuing education school BS University | 第73页 |
| 4.6 Other relevant secondary data analysis | 第73-77页 |
| 4.6.1 Internet Promotions | 第73-75页 |
| 4.6.2 School-enterprise cooperation, Carry out“order class”for enterprises | 第75-77页 |
| 4.7 Summary | 第77-78页 |
| CHAPTER 5 SOLUTION | 第78-89页 |
| 5.1 Seeking Product Differentiation | 第78-80页 |
| 5.1.1 Differentiation of educational products | 第78-79页 |
| 5.1.2 Differentiation of school-enterprise cooperation | 第79页 |
| 5.1.3 Differentiation of student training | 第79-80页 |
| 5.2 Seeking Marketing Differentiation | 第80-84页 |
| 5.2.1 Differentiation of price | 第80-81页 |
| 5.2.2 Differentiation of place strategies | 第81-84页 |
| 5.3 Seeking Image Differentiation | 第84-89页 |
| 5.3.1 Achieve brand image differentiation through advertising | 第84-85页 |
| 5.3.2 Build brand image by network | 第85-86页 |
| 5.3.3 Build brand image by public relationship | 第86-89页 |
| CHAPTER 6 CONCLUSION AND PROSPECT | 第89-92页 |
| 6.1 Conclusion | 第89-90页 |
| 6.2 Research Innovative and Limitations | 第90-91页 |
| 6.3 Prospects for Future Research | 第91-92页 |
| REFERENCE | 第92-96页 |
| Appendix 1 Questionnaire | 第96-98页 |
| Appendix 2 Interview Outline | 第98页 |
