Marketing Research of Financing in Vocational Colleges——Focused on Alumni Donation

At present, the higher vocational colleges in our country are coming into a financial crisis. By comparing occasionally associated with the United States colleges and universities, the authors thought it is necessary to pay attention to the marketing work of the alumni donations in Higher Vocational Colleges of our country. After the analysis of Higher Vocational College alumni donation situation, many problems were found out: China's traditional culture is lack of modern philanthropy gene, the lack of awareness of social welfare, higher vocational college alumni donation work is static, donation mechanism is not smooth, donation can not work stably to give donors effective respond and return. On this basis, countermeasures are put forward to alleviate the crisis: establish a permanent mechanism, actively contact the alumni, establish a perfect the supervision system, and so on.