Addressing Enrolment Challenges in a Chinese Private Higher Education: A Context-Based Systematic Problem Diagnosis

In the context of mass higher education and intensifying competition among private institutions in China, enrollment sustainability has emerged as a critical strategic challenge. This study addresses enrollment inefficiencies in a private higher education institution in Guangxi by conducting a context-based and systematic organizational diagnosis. Drawing on mixed qualitative diagnostic tools, including PEST analysis, SWOT analysis, semi-structured stakeholder interviews, thematic analysis, fishbone (cause-and-effect) analysis, and a structured risk assessment matrix, the study identifies the underlying drivers of persistent gaps between planned and actual student enrollment. Findings reveal that weak brand awareness and limited digital visibility constitute the most critical and systemic constraints on enrollment performance, outweighing issues related to pricing, course design, and marketing channels. The risk assessment further confirms brand-related deficiencies as high-severity risks requiring immediate strategic intervention. By integrating environmental analysis with internal process diagnostics, this research contributes to the higher education branding literature by demonstrating how brand communication functions as a strategic bottleneck influencing enrollment outcomes. Practically, the study offers a structured diagnostic framework to guide private higher education institutions in aligning brand communication strategies with market demand, digital transformation, and sustainable enrollment management, particularly in developing regions of China.

Enrollment management; Brand communication

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