S職業(yè)學院品牌營銷策略研究
發(fā)布時間：2019-03-17 20:28
【摘要】：隨著高等教育的大眾化發(fā)展和招生規(guī)模的擴大,高職院校作為高等教育的一支新軍迅速發(fā)展。從1980年初建立職業(yè)大學至今,高職教育無論從學院數量和學生人數上都已在高等教育中占據了半壁江山,有效地肩負起為我國培養(yǎng)高素質、高技能的應用性人才的重任。然而,近幾年來,隨著高職院校數量和規(guī)模不斷增加擴大,其高速發(fā)展的背后卻存在著許多不足之處,如生源競爭激烈、學校定位不準確、專業(yè)設置同質化嚴重、辦學水平參差不齊、“雙師型”教師缺乏、社會認可度偏低等問題。針對目前中國高職院校發(fā)展的現狀,實施品牌營銷無疑是解決問題的核心和焦點。越來越多的高職院校開始意識到,要想在激烈的市場競爭中爭取資源、提高競爭力以及在長遠發(fā)展中維持競爭力取勝,必須要精心塑造品牌形象,擴大品牌知名度,維護品牌聲譽。品牌是高等職業(yè)院校形象和聲譽的標志,高職院校品牌營銷已經成為現代高職院校發(fā)展的一種新思路。作為一所具有醫(yī)藥行業(yè)特色的高等職業(yè)院校,S職業(yè)學院在辦學過程中品牌營銷策略也存在一些問題,包括學校定位不清晰、品牌意識薄弱、品牌傳播策略保守、缺乏品牌傳播系統(tǒng)及有效的品牌維護機制等。本文通過對S職業(yè)學院現狀的分析,根據高職院校品牌營銷的思路,找出該校在品牌營銷方面存在的主要問題,運用營銷管理理論的相關理論,參考國內成功企業(yè)的相關經驗、方法,提出該校的品牌營銷策略,以此提高該校在市場中的競爭力,幫助提升S職業(yè)學院的品牌形象及品牌知名度、打造具有核心競爭力的特色品牌,從而實現其持續(xù)、穩(wěn)步、長久的發(fā)展。
[Abstract]:With the popularization of higher education and the expansion of enrollment, higher vocational colleges are developing rapidly as a new army of higher education. Since the establishment of vocational college in early 1980, higher vocational education has occupied half of the higher education in terms of the number of colleges and the number of students, and effectively shouldered the important task of cultivating high-quality and high-skilled applied talents for our country. However, in recent years, with the expansion of the number and scale of higher vocational colleges, there are many shortcomings behind its high-speed development, such as the fierce competition of students, the inaccurate positioning of schools, and the serious homogeneity of professional settings. The level of running a school is uneven, the teacher of "double type" is lack, the social recognition degree is low and so on. In view of the current situation of the development of higher vocational colleges in China, the implementation of brand marketing is undoubtedly the core and focus of the problem. More and more higher vocational colleges have begun to realize that in order to strive for resources in the fierce market competition, improve competitiveness and maintain competitiveness in the long-term development, it is necessary to carefully shape the brand image and expand brand popularity. Maintain brand reputation. Brand is the symbol of the image and reputation of higher vocational colleges. Brand marketing of higher vocational colleges has become a new train of thought for the development of modern vocational colleges. As a higher vocational college with the characteristics of medicine industry, S Vocational College also has some problems in the course of running a school, including the unclear positioning of the school, the weak awareness of the brand, the conservative strategy of brand communication. Lack of brand communication system and effective brand maintenance mechanism. Based on the analysis of the current situation of S Vocational College and the thinking of brand marketing in higher vocational colleges, this paper finds out the main problems existing in brand marketing of S Vocational College, and makes use of the relevant theories of marketing management theory to refer to the relevant experience of successful enterprises in China. Methods, the brand marketing strategy of the school was put forward in order to improve its competitiveness in the market, to help promote the brand image and brand popularity of S Vocational College, to create the characteristic brand with core competence, so as to realize its continuous and steady development. A long-term development.
【學位授予單位】：廣東外語外貿大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G717
本文編號：2442671
[Abstract]:With the popularization of higher education and the expansion of enrollment, higher vocational colleges are developing rapidly as a new army of higher education. Since the establishment of vocational college in early 1980, higher vocational education has occupied half of the higher education in terms of the number of colleges and the number of students, and effectively shouldered the important task of cultivating high-quality and high-skilled applied talents for our country. However, in recent years, with the expansion of the number and scale of higher vocational colleges, there are many shortcomings behind its high-speed development, such as the fierce competition of students, the inaccurate positioning of schools, and the serious homogeneity of professional settings. The level of running a school is uneven, the teacher of "double type" is lack, the social recognition degree is low and so on. In view of the current situation of the development of higher vocational colleges in China, the implementation of brand marketing is undoubtedly the core and focus of the problem. More and more higher vocational colleges have begun to realize that in order to strive for resources in the fierce market competition, improve competitiveness and maintain competitiveness in the long-term development, it is necessary to carefully shape the brand image and expand brand popularity. Maintain brand reputation. Brand is the symbol of the image and reputation of higher vocational colleges. Brand marketing of higher vocational colleges has become a new train of thought for the development of modern vocational colleges. As a higher vocational college with the characteristics of medicine industry, S Vocational College also has some problems in the course of running a school, including the unclear positioning of the school, the weak awareness of the brand, the conservative strategy of brand communication. Lack of brand communication system and effective brand maintenance mechanism. Based on the analysis of the current situation of S Vocational College and the thinking of brand marketing in higher vocational colleges, this paper finds out the main problems existing in brand marketing of S Vocational College, and makes use of the relevant theories of marketing management theory to refer to the relevant experience of successful enterprises in China. Methods, the brand marketing strategy of the school was put forward in order to improve its competitiveness in the market, to help promote the brand image and brand popularity of S Vocational College, to create the characteristic brand with core competence, so as to realize its continuous and steady development. A long-term development.
【學位授予單位】：廣東外語外貿大學
【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：2442671
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