During the previous few years, local universities have experienced a rapid decrease in registration of new student for admission because of the problem of excessive concentration to Seoul metropolitan area and decrease in the number of population under school ages. Even though they are tring to survive from the difficulties by developing new strategies to increase the number of new students, it has no meaning if there is no standpoint of marketing. So, this study suggests that introduction of demander focused marketing concept actively is needed breaking the general and conservative method when the university devise entrance examination strategy. Also, using of positioning map is suggested and the examples are showed as finding differentiation factors with competitive university.