THE IMPACT OF INNOVATIVE MARKETING STRATEGY ON THE BUSINESS PERFORMANCE OF PRIVATE HIGHER VOCATIONAL COLLEGES IN HUNAN
With the development of socio-economic and technological progress, marketing strategies have become increasingly prominent in various organizations. Especially in private vocational colleges and other educational institutions, innovation in marketing strategies plays a crucial role in improving their business performance. The traditional business model of vocational colleges can no longer meet the needs of modern society. Therefore, it is urgent and important to study the impact of innovative marketing strategies on the performance of private vocational college enterprises. This article studies the relationship between marketing strategy innovation and performance in private vocational colleges. This study conducted a literature and effective data survey on the leadership situation of five private vocational colleges in Changsha region through in-depth interviews. Obtained effective interview data as empirical research material. 510 pairs of 5 variables and 17 factors were selected from different levels for reliability, multilinearity, and factor loading. PLS - (SEM) was used for data empirical research, and multiple expert interviews were conducted for interview transcripts. The interview results were analyzed and empirically studied. Private vocational colleges have unique advantages and development potential in the education market. In order to attract more students and parents to pay attention and choose their own schools, private vocational colleges need to develop targeted marketing strategies. When formulating marketing strategies, it is necessary to clarify the target market positioning, strengthen brand building, promote through multiple channels, highlight the characteristics of practical teaching, strengthen cooperation and communication, and improve the quality of teaching and logistics services to form a comprehensive strategy to promote the development of the school's cause. At the same time, continuously evaluate and adjust marketing strategies to ensure that they adapt to changes in market demand and development trends, and continuously improve the competitiveness and reputation of the school.
Private Vocational Colleges; Marketing Strategy; Innovation; Business Performance.