本文關(guān)鍵詞： 民辦高校 武漢江南專修學(xué)院 目標(biāo)市場 市場定位　出處：《北方工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：武漢江南專修學(xué)院是武漢大學(xué)主考專業(yè)的承辦院校,本文以市場營銷學(xué)相關(guān)理論為基礎(chǔ),對(duì)學(xué)院做出具體的分析,并且通過對(duì)武漢江南專修學(xué)院的現(xiàn)狀和當(dāng)前外部環(huán)境的分析,以及通過對(duì)市場細(xì)分和定位的問題深入研究,在經(jīng)過總體分析后,為武漢江南專修學(xué)校未來的發(fā)展明確目標(biāo)市場營銷戰(zhàn)略,從而為學(xué)院確定發(fā)展方向。 通過研究得出以下結(jié)論：在當(dāng)前教育競爭日益激烈的大背景下,武漢江南專修學(xué)院要根據(jù)自身的特點(diǎn),提高自主能動(dòng)性,來提高自身競爭優(yōu)勢,抓住二線中下城市和三線城市這個(gè)主要目標(biāo),運(yùn)用集中化的營銷戰(zhàn)略,來進(jìn)行招生。同時(shí),武漢江南專修學(xué)院要提高辦學(xué)的自主性,要根據(jù)當(dāng)?shù)氐木蜆I(yè)市場和家長對(duì)于專業(yè)的需求進(jìn)行專業(yè)的設(shè)置,同時(shí)也要和當(dāng)?shù)卣畽C(jī)構(gòu)聯(lián)合起來,這樣一方面可以提高學(xué)校的社會(huì)認(rèn)可度,一方面可以提高就業(yè)機(jī)會(huì)。武漢江南專修學(xué)院主要競爭對(duì)手武漢金融專修學(xué)院把主要精力放在了加強(qiáng)經(jīng)濟(jì)領(lǐng)域的教育和增加學(xué)校的硬件設(shè)施,武漢江南專修學(xué)院在確定了自身的目標(biāo)市場以后,不采取硬碰硬的方式,而是繼續(xù)發(fā)展自身的優(yōu)勢,根據(jù)市場需求開設(shè)特色專業(yè),并且通過簽定就業(yè)合同保證一些專業(yè)的對(duì)口就業(yè),以通過這樣的市場定位來吸引生源。
[Abstract]:Wuhan Jiangnan Polytechnic College is the undertaking college of Wuhan University. Based on the theory of marketing, this paper makes a concrete analysis of the college. And through the analysis of the current situation and the current external environment of Wuhan Jiangnan College, and through the in-depth study of market segmentation and positioning, after the overall analysis. Make clear the target marketing strategy for the future development of Wuhan Jiangnan specialized school, thus determine the development direction for the college. Through the study, the following conclusions are drawn: under the background of the increasingly fierce educational competition, Wuhan Jiangnan Polytechnic College should improve its own initiative and competitive advantage according to its own characteristics. We should grasp the main target of the second and third tier cities and use the centralized marketing strategy to recruit students. At the same time, Wuhan Jiangnan specialized College should improve the autonomy of running a school. According to the local job market and parents for the professional needs of professional settings, but also with the local government agencies together, on the one hand can improve the social recognition of schools. On the one hand, it can improve employment opportunities. Wuhan Institute of Finance, the main competitor of Wuhan Jiangnan Polytechnic College, has focused on strengthening education in the economic field and increasing the hardware facilities of the school. Wuhan Jiangnan Polytechnic College, after determining its own target market, does not take the hard way, but continues to develop its own advantages, according to the market needs to set up special specialties. And by signing employment contracts to ensure some professional counterpart employment, in order to attract students through such market positioning.
【學(xué)位授予單位】：北方工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G648.7;G647

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