本文選題：民辦高等職業(yè)院校　切入點：服務營銷　出處：《青島大學》2017年碩士論文

【摘要】：職業(yè)教育是國家教育事業(yè)的重要組成部分,大力發(fā)展職業(yè)教育,加快人力資源開發(fā),是落實科教興國戰(zhàn)略和人才強國戰(zhàn)略的重大舉措。當前,高職高專教育成為社會關注的熱點,面臨著大好的發(fā)展機遇。但從高職高專教育人才培養(yǎng)工作的全局來看,發(fā)展還很不平衡,存在著辦學特色不鮮明、教學基本設施薄弱,學校體制亟待改革等問題。國外對高等院校服務營銷項目的研究已經(jīng)取得了較好的研究成果,但研究對象都是高層次的高等院校。國內(nèi)對高校服務營銷項目的研究開始的時間較晚,尤其是將服務營銷的理念應用于民辦高職院校。鑒于此,本研究結合項目管理的觀點對民辦高職院校的服務營銷項目進行研究,以期對民辦高職院校的發(fā)展以及職業(yè)教育改革起到一定的指導作用。本文運用了從宏觀到微觀、從現(xiàn)象到本質,理論聯(lián)系實際以及歸納總結的方法,對民辦高職院校的服務營銷管理的概念以及內(nèi)容進行了界定,并且結合民辦高職院校的發(fā)展現(xiàn)狀以及市場營銷環(huán)境,從組織管理、人力資源管理、質量管理三個方面分析了民辦高職院校服務營銷項目管理存在的問題。經(jīng)過研究,本文結合民辦高校實際情況,創(chuàng)造性地提出了民辦高職院校服務營銷管理建設的五個對策,包括強化管理理論在民辦高職院校服務營銷中應用;推動和試行公共財政資助民辦高職院校的政策和制度;產(chǎn)學研合作推進民辦高職院校服務營銷的質量管理建設;實行全過程的“產(chǎn)品”組織、質量、人力資源管理;民辦高職院校服務營銷管理要對項目流程進行控制和創(chuàng)新等策略。本研究對我國高職院校的健康持續(xù)發(fā)展具有建設性的指導意義。
[Abstract]:Vocational education is an important part of national education. Vigorously developing vocational education and speeding up the development of human resources are major measures to implement the strategy of rejuvenating the country through science and education and the strategy of strengthening the country by talents. Higher vocational education has become a hot spot of social concern and is facing a good opportunity for development. However, from the overall situation of talent training in higher vocational and technical education, the development is still very uneven, and the characteristics of running schools are not clear, and the basic teaching facilities are weak. The school system needs to be reformed urgently. The research on service marketing projects in colleges and universities abroad has achieved good results. However, the research objects are all high-level institutions of higher learning. The research on service marketing projects in China began relatively late, especially when the concept of service marketing was applied to private vocational colleges. In view of this, This research combines the project management viewpoint to study the service marketing project of the private higher vocational college, in order to play a certain guiding role in the development of the private higher vocational college and the vocational education reform. This paper defines the concept and content of service marketing management in private higher vocational colleges from phenomenon to essence, combining theory with practice and summing up methods, and combines the development status and marketing environment of private vocational colleges. This paper analyzes the problems existing in the management of service marketing projects in private higher vocational colleges from three aspects: organization management, human resources management and quality management. This paper creatively puts forward five countermeasures for the construction of service marketing management in private vocational colleges, including strengthening the application of management theory in the service marketing of private vocational colleges, promoting and experimenting with the policies and systems of public finance subsidizing private higher vocational colleges and universities. Promoting the quality management construction of service marketing in private higher vocational colleges, carrying out the whole process of "product" organization, quality, human resources management; The management of service marketing in private vocational colleges should control and innovate the project flow. This study is of constructive significance to the healthy and sustainable development of higher vocational colleges in China.
【學位授予單位】：青島大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G717

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本文編號：1681126