本文關(guān)鍵詞： 教育營(yíng)銷 中外合作辦學(xué) ZM學(xué)院　出處：《安徽大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)教育的發(fā)展,改革開放以來,國(guó)外的很多教育機(jī)構(gòu)不斷的重視我國(guó)的教育市場(chǎng),采取了多種方式與我國(guó)教育機(jī)構(gòu)進(jìn)行大力合作,希望能夠得到社會(huì)的效益和經(jīng)濟(jì)利益。中外合作辦學(xué)是教育的新型辦學(xué)方式,在教育產(chǎn)業(yè)市場(chǎng)化和的高等教育國(guó)際化共同作用下,以高校為主的中外合作辦學(xué)在近年來更是得到了迅速發(fā)展。這種發(fā)展方式不但為我們國(guó)家的教育進(jìn)步輸送新鮮血液,也為如何刺激教育的改革,不斷提高學(xué)生的知識(shí)層面和學(xué)習(xí)多元文化理念方面作出了貢獻(xiàn)。通過近20年的中外合作辦學(xué),使我國(guó)的高等教育在此期間取得了良好的成績(jī),同時(shí)也積累了很多的經(jīng)驗(yàn)。實(shí)踐表明,要使我國(guó)高等教育走向大眾化和國(guó)際化,中外合作辦學(xué)有著重要的作用。此外,我們也要明確的選擇適合我國(guó)教育發(fā)展的國(guó)家進(jìn)行辦學(xué)合作,確定辦學(xué)的特點(diǎn),專業(yè)的特色,進(jìn)一步的完善中外合作辦學(xué)項(xiàng)目的營(yíng)銷實(shí)踐。 本文以營(yíng)銷策略相關(guān)理論為基礎(chǔ),采用文獻(xiàn)和案例相結(jié)合的方法,共分為五部分：第一部分是文章的引言。介紹了本文選題的背景、研究思路、研究方法等內(nèi)容。第二部分重點(diǎn)介紹了中外合作項(xiàng)目市場(chǎng)營(yíng)銷現(xiàn)狀,包括中外合作項(xiàng)目概況、及中外合作項(xiàng)目的市場(chǎng)營(yíng)銷環(huán)境、市場(chǎng)營(yíng)銷存在的問題分析等內(nèi)容。第三部分首先介紹了ZM學(xué)院中外合作項(xiàng)目的現(xiàn)狀,分析了其近些年的招生情況,提出了其在中外合作項(xiàng)目市場(chǎng)營(yíng)銷中存在的問題,此外還包括不少機(jī)構(gòu)立足于營(yíng)利舉辦中外合作辦學(xué),于是極度壓縮辦學(xué)成本,導(dǎo)致招生宣傳時(shí)承諾的辦學(xué)條件無法兌現(xiàn),政府部門對(duì)中外合作辦學(xué)的監(jiān)管不夠等情況。第四部分通過對(duì)zM學(xué)院市場(chǎng)細(xì)分及市場(chǎng)選擇,嘗試為其制定適合自身發(fā)展的市場(chǎng)營(yíng)銷策略。第五部分,主要是為了使為zM學(xué)院所設(shè)計(jì)的營(yíng)銷策略能夠順利實(shí)施,需要采取的保障措施。通過這些營(yíng)銷策略和保障措施,為ZM學(xué)院中外合作項(xiàng)目的發(fā)展提供指導(dǎo)。 本文的特色及創(chuàng)新之處在于,在國(guó)內(nèi)外研究現(xiàn)狀的基礎(chǔ)上,借鑒其研究的成功的經(jīng)驗(yàn)和做法,并結(jié)合市場(chǎng)營(yíng)銷策略進(jìn)行分析,從而在中外合作項(xiàng)目研究中提出相應(yīng)的營(yíng)銷策略有一定的借鑒意義。本文以理論與實(shí)踐相結(jié)合的觀點(diǎn),結(jié)合zM學(xué)院中外合作項(xiàng)目的具體情況,探索和形成zM學(xué)院中外合作項(xiàng)目教育服務(wù)營(yíng)銷新體系,從而提升ZM學(xué)院中外合作辦學(xué)項(xiàng)目的營(yíng)銷競(jìng)爭(zhēng)力。同時(shí),為發(fā)展我國(guó)的中外合作辦學(xué)起到拋磚引玉的作用,并希望對(duì)中外合作辦學(xué)項(xiàng)目在以后的發(fā)展中能夠有所幫助。
[Abstract]:With the development of education in our country, since the reform and opening up, many foreign educational institutions pay more attention to the education market of our country, and have taken various ways to cooperate with our educational institutions. Hope to get social benefits and economic benefits. Sino-foreign cooperative education is a new mode of education, under the joint action of the marketization of education industry and the internationalization of higher education. In recent years, Chinese-foreign cooperative education with colleges and universities as the main part has developed rapidly. This development not only sends fresh blood for our country's educational progress, but also stimulates the reform of education. Through the nearly 20 years of Sino-foreign cooperation in running schools, China's higher education has made good achievements during this period. At the same time, it has accumulated a lot of experience. Practice shows that to make our higher education become more popular and internationalized, Sino-foreign cooperation in running schools plays an important role. We should also clearly select the country suitable for the development of education in our country to carry out school running cooperation, determine the characteristics of running a school, the characteristics of the specialty, and further improve the marketing practice of the Sino-foreign cooperative school-running project. Based on the theory of marketing strategy, this paper is divided into five parts: the first part is the introduction of the article. The second part focuses on the marketing situation of Sino-foreign cooperative projects, including the general situation of Sino-foreign cooperative projects, and the marketing environment of Sino-foreign cooperative projects. The third part introduces the current situation of ZM Institute's Sino-foreign cooperative projects and analyzes its enrollment in recent years. Put forward its problems in the marketing of Sino-foreign cooperative projects, in addition, there are also many organizations based on profit to run Chinese-foreign cooperative schools, so extremely reduce the cost of running a school. As a result, the school conditions promised by enrollment propaganda can not be fulfilled, and the supervision of Chinese and foreign cooperative schools is not enough by government departments. 4th part through the market segmentation and market selection of ZM colleges. Try to develop a suitable marketing strategy for its own development. 5th part, mainly to enable the design of ZM college marketing strategy can be successfully implemented. Through these marketing strategies and safeguards to provide guidance for the development of ZM Institute Sino-foreign cooperation projects. The characteristics and innovations of this paper are based on the current research situation at home and abroad, the successful experience and practice of its research, and combined with the analysis of marketing strategies. In order to put forward the corresponding marketing strategy in the Sino-foreign cooperative project research has certain reference significance. This article unifies the theory and the practice viewpoint, unifies the ZM college Sino-foreign cooperation project concrete situation. To explore and form a new system of educational service marketing for ZM cooperative projects in order to enhance the marketing competitiveness of ZM Sino-foreign cooperatively-run school projects. In order to develop our country's Sino-foreign cooperative school, it is hoped that it will be helpful to the future development of the Sino-foreign cooperative school-running project.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G648.9

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 俞國(guó)梅;;上海交通大學(xué)MBA教育發(fā)展戰(zhàn)略研究[J];安徽工業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2006年05期

2 程會(huì)強(qiáng);WTO與中國(guó)高等教育的市場(chǎng)趨向[J];北京工業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2002年01期

3 顧美玲,譚濤;“入世”與中國(guó)西部中外合作辦學(xué)及對(duì)策建議[J];比較教育研究;2003年12期

4 陽金萍;淺析中外合作辦學(xué)中的教育主權(quán)及其維護(hù)[J];廣東工業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2004年03期

5 倉平;我國(guó)MBA教育現(xiàn)狀分析和發(fā)展戰(zhàn)略的思考——以東華大學(xué)MBA為例[J];東華大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2004年01期

6 張蕾,楊艷;中外合作辦學(xué)法律特征及法律形式研究[J];高等工程教育研究;2000年01期

7 朱煜明,郭鵬,田慶峰;專業(yè)化、特色化MBA教育:中國(guó)MBA教育的新趨勢(shì)[J];西北工業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2004年04期

8 王敏麗;中外合作辦學(xué)的策略思考[J];教師教育研究;2004年02期

9 黃家泉,彭青;中外合作辦學(xué)新模式的實(shí)踐探索——廣州大學(xué)中法旅游學(xué)院辦學(xué)特點(diǎn)淺析[J];高教探索;2004年03期

10 肖地生,顧冠華;全球化視野下的中外合作辦學(xué)[J];黑龍江高教研究;2003年05期

，

本文編號(hào)：1474370