Under the social context of the beginning of the 21st century, multiple market signals called for Huanghe Institute of Science and Technology's (HIST) developing an expansive strategy to increase enrollment and adopt more aggressive marketing promotions. Many HIST executives were convinced that, with the institute's existing brand name and teaching resources, HIST could easily keep a leading place in the market competition; however, it was obvious that financial income through increased enrollment was a practical issue and even a major concern for running the school.