本文選題：高等教育 + 教育營銷��； 參考：《華中農(nóng)業(yè)大學(xué)》2013年碩士論文

【摘要】：高等教育營銷是市場營銷理論與方法在高等教育管理實踐中的應(yīng)用。自20世紀(jì)70年代西方發(fā)達(dá)國家相關(guān)學(xué)者提出高等教育營銷這一理念以來,高等教育營銷作為非營利組織營銷的重要組成部分,其理論研究和實踐研究越來越受到國內(nèi)學(xué)者的關(guān)注,但是已有研究成果中針對湖北省高等教育營銷進(jìn)行研究的文獻(xiàn)非常少。湖北省是全國的高等教育規(guī)模大省,目前具有各級各類高等院校129所,但是在全國的高等教育綜合競爭中存在大而不強(qiáng)的問題。在激烈的市場環(huán)境的競爭下,各級各類高等院校已經(jīng)有意識的借鑒和運(yùn)用營銷理論來指導(dǎo)高校的改革和發(fā)展等實踐活動,如何用有限的高等教育資源應(yīng)對多重的高等教育資源需求,成為每一所高校生存和發(fā)展所要解決的重要問題。 因此,本文主要運(yùn)用高等教育及市場營銷的相關(guān)理論,采用調(diào)查法、文獻(xiàn)法和案例分析法對湖北省生源市場、就業(yè)市場、高校形象塑造三個方面的營銷實踐活動進(jìn)行概述,梳理和總結(jié)湖北省高等教育營銷在高等教育招生、畢業(yè)生就業(yè)、高校形象塑造方面所采用的營銷策略,并就高等教育營銷過程中存在的主要問題進(jìn)行分析,希望能為高等教育營銷理論及實踐研究提供一定的實證參考依據(jù)。 在生源市場教育營銷方面,主要通過問卷調(diào)查對11所不同層次、不同類型高校的大一學(xué)生以及參加過招生咨詢的管理人員,就學(xué)生對高等教育選擇的情況；影響擇校的因素及重要程度、招生宣傳、咨詢的過程、招生人員綜合素質(zhì)對學(xué)生擇校影響的評判、招生咨詢的效果及評價等現(xiàn)狀進(jìn)行分析,并在此基礎(chǔ)上歸納出高校在生源市場上主要采取了產(chǎn)品策略、價格策略、人員促銷策略以及廣告策略,分析生源市場營銷實踐過程中存在的生源市場定位有待細(xì)化、招生宣傳可信度不高、生源質(zhì)量評價體系有待完善、宣傳渠道有待拓寬等問題,從高校角色提出了幾點對策和建議。 在就業(yè)市場的教育營銷方面,由于高等院校、畢業(yè)生以及用人單位之間存著一種復(fù)雜的交換關(guān)系,高等院校的營銷任務(wù)主要是如何適應(yīng)市場環(huán)境的變化,向用人單位推薦符合市場需求產(chǎn)品載體的人才；營銷的目的是提高學(xué)生的競爭力和學(xué)校自身的綜合實力。從畢業(yè)生就業(yè)地區(qū)流向角度闡述了就業(yè)市場的需求現(xiàn)狀,通過相關(guān)數(shù)據(jù)分析了就業(yè)市場的供給現(xiàn)狀。對高校在就業(yè)市場上采取的產(chǎn)品營銷策略、分銷渠道策略、促銷策略、服務(wù)營銷等4Ps營銷組合策略進(jìn)行了歸納。在此基礎(chǔ)上,從高校和畢業(yè)生的角度分析了就業(yè)市場營銷存在的主要問題,并提出了相應(yīng)的參考對策。 在高校形象塑造方面,高校形象是一種無形資產(chǎn)的觀點已為社會公眾所認(rèn)同,本文從品牌營銷的角度概述了湖北省高校形象塑造的幾種主要途徑,并結(jié)合湖北省高校形象塑造的實踐,對三所高校的用特色景觀傳遞校園文化、借用企業(yè)CIS戰(zhàn)略建立高校形象識系統(tǒng)、善用名人效應(yīng)打造高校形象等形象塑造案例進(jìn)行簡要分析,在此基礎(chǔ)上分析了高校形象塑造及存在的主要問題,提出提高湖北省高校形象塑造的相關(guān)對策。
[Abstract]:Higher education marketing is the application of marketing theory and method in the practice of higher education management. Since the related scholars in western developed countries put forward the idea of higher education marketing in 1970s, the marketing of higher education as an important part of non-profit organization marketing, its theoretical research and practical research have become more and more domestic. Scholars have paid attention to it, but there are few literature on the research of higher education marketing in Hubei province. Hubei province is a large province of higher education in China, and there are 129 colleges and universities at all levels, but there are big and poor problems in the comprehensive competition of higher education in the country. In the fierce market environment, the competition is not strong. As a result, colleges and universities at all levels have consciously learned and used marketing theories to guide the reform and development of universities and other practical activities. How to use limited higher education resources to meet the needs of multiple higher education resources has become an important problem to be solved for the survival and development of every university.
Therefore, this article mainly uses the related theories of higher education and marketing, adopts the investigation method, the literature method and the case analysis method to summarize the marketing practice of the three aspects of the source market, the employment market and the image of the University in Hubei Province, combing and summarizing the higher education marketing in the higher education in Hubei Province, the graduates' employment and the University. The marketing strategy used in image shaping is analyzed, and the main problems in the process of higher education marketing are analyzed. It is hoped that it can provide a certain empirical reference for the research of higher education marketing theory and practice.
In the aspect of education and marketing in the source market, it is mainly through questionnaire survey on the 11 different levels, the students of different types of colleges and the managers who have participated in the admissions consultation, the situation of students' choice of higher education, the factors and the importance of influencing the school choosing, the process of enrollment publicity, the consultation process, and the comprehensive quality of the admissions personnel to the students. On the basis of the analysis of the evaluation of the influence of the school, the effect and the evaluation of the enrollment consultation, the paper concludes that the product strategy, the price strategy, the personnel promotion strategy and the advertising strategy are mainly adopted in the source market. The quality evaluation system of students should be improved, and publicity channels need to be broadened. Several countermeasures and suggestions are put forward from the role of universities.
In the aspect of education marketing in the employment market, the marketing task of colleges and universities is mainly to adapt to the changes in the market environment, and to recommend the personnel that meet the market demand. The purpose of marketing is to improve the competitiveness of the students. The present situation of the demand of the employment market is expounded from the direction of the employment area of the graduates. The supply situation of the employment market is analyzed through the related data. The 4Ps marketing strategies, such as product marketing strategy, distribution channel strategy, promotion strategy and service marketing, are summarized in the employment market. On this basis, from the perspective of universities and graduates, this paper analyzes the main problems existing in employment marketing, and puts forward corresponding countermeasures.
In the image shaping of colleges and universities, the view of the image of the university is a kind of intangible asset, which has been recognized by the public. From the point of view of brand marketing, this paper summarizes several main ways to shape the image of colleges and universities in Hubei Province, and combines the practice of the image of the University in Hubei province to transfer the campus culture with the characteristic landscape of the three universities and borrow the enterprise CIS. In this paper, a brief analysis is made on the establishment of the image recognition system in Colleges and universities, and a brief analysis of the image molding cases, such as the image of celebrities, and the image of colleges and universities. On this basis, this paper analyzes the main problems in the image shaping of universities and the existing problems, and puts forward some relevant countermeasures to improve the image molding of colleges and universities in Hubei.

【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G649.2-F

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