本文選題：民辦高等職業(yè)院校　切入點(diǎn)：服務(wù)營銷　出處：《青島大學(xué)》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(shí)科教興國戰(zhàn)略和人才強(qiáng)國戰(zhàn)略的重大舉措。當(dāng)前,高職高專教育成為社會(huì)關(guān)注的熱點(diǎn),面臨著大好的發(fā)展機(jī)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(xué)特色不鮮明、教學(xué)基本設(shè)施薄弱,學(xué)校體制亟待改革等問題。國外對高等院校服務(wù)營銷項(xiàng)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(wù)營銷項(xiàng)目的研究開始的時(shí)間較晚,尤其是將服務(wù)營銷的理念應(yīng)用于民辦高職院校。鑒于此,本研究結(jié)合項(xiàng)目管理的觀點(diǎn)對民辦高職院校的服務(wù)營銷項(xiàng)目進(jìn)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(dǎo)作用。本文運(yùn)用了從宏觀到微觀、從現(xiàn)象到本質(zhì),理論聯(lián)系實(shí)際以及歸納總結(jié)的方法,對民辦高職院校的服務(wù)營銷管理的概念以及內(nèi)容進(jìn)行了界定,并且結(jié)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(zhì)量管理三個(gè)方面分析了民辦高職院校服務(wù)營銷項(xiàng)目管理存在的問題。經(jīng)過研究,本文結(jié)合民辦高校實(shí)際情況,創(chuàng)造性地提出了民辦高職院校服務(wù)營銷管理建設(shè)的五個(gè)對策,包括強(qiáng)化管理理論在民辦高職院校服務(wù)營銷中應(yīng)用;推動(dòng)和試行公共財(cái)政資助民辦高職院校的政策和制度;產(chǎn)學(xué)研合作推進(jìn)民辦高職院校服務(wù)營銷的質(zhì)量管理建設(shè);實(shí)行全過程的“產(chǎn)品”組織、質(zhì)量、人力資源管理;民辦高職院校服務(wù)營銷管理要對項(xiàng)目流程進(jìn)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(shè)性的指導(dǎo)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(xué)位授予單位】：青島大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G717

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本文編號：1681126