大連東方學(xué)院學(xué)歷教育機構(gòu)營銷策略研究
發(fā)布時間：2019-03-28 15:34
【摘要】：隨著社會的發(fā)展,高等教育逐漸在我國普及起來。國家在1999年開始高校不斷擴招,同時政策環(huán)境也在為民辦教育的發(fā)展提供了好的生存土壤。但是由于更多競爭對手的存在,使得民辦學(xué)校發(fā)展?fàn)顩r愈加困難。為了更好的生存下去,必須對自身的內(nèi)外部環(huán)境進行全面科學(xué)的分析,制定適合的教育機構(gòu)營銷策略。在教育領(lǐng)域提出教育機構(gòu)營銷的觀點和策略,目的就是為了在傳統(tǒng)的市場營銷的角度和立場,遵循學(xué)歷教育的特定規(guī)律,引導(dǎo)教育領(lǐng)域的全新的營銷理念和思路。同時增加民辦教育的核心競爭力,使得民辦學(xué)校在競爭日益加劇的今天能夠更好的生存發(fā)展,為社會培養(yǎng)更多的人才。本文以大連東方學(xué)院為例,對民辦教育機構(gòu)營銷策略進行深入的分析和實踐。論文首選介紹了選題背景與意義,概述了國內(nèi)外教育機構(gòu)營銷的歷史和現(xiàn)狀,整理了研究的思路和內(nèi)容；然后介紹了營銷、教育機構(gòu)營銷和學(xué)歷教育的概述,同時研究了六個教育營銷理論和SWOT分析法,用于對后面實際案例分析提供理論基礎(chǔ)；接著以東方學(xué)院為例,對學(xué)院的發(fā)展過程進行了詳細說明,通過對內(nèi)部環(huán)境、宏觀環(huán)境和競爭環(huán)境分析,運用科學(xué)方法得到學(xué)院優(yōu)勢、劣勢、機會和外部威脅,通過表格的形式表現(xiàn)出來,以便更好的對其進行營銷策略指導(dǎo)；在此基礎(chǔ)上對學(xué)院的營銷策略進行分析修正,分別對品牌營銷策略、內(nèi)部營銷策略、服務(wù)營銷策略、關(guān)系營銷策略、渠道營銷策略和新型數(shù)字營銷策略進行分別闡述,并綜合運用各種營銷策略進行組合,作為大連東方學(xué)院特有的營銷模式,總結(jié)其成功之處；最后對整個發(fā)展過程中的營銷策略進行總結(jié)、發(fā)現(xiàn)問題和不足,并對未來進行展望。
[Abstract]:With the development of society, higher education is becoming more and more popular in our country. Since 1999, our country has been expanding the enrollment of colleges and universities. At the same time, the policy environment is also providing a good survival soil for the development of private education. However, due to the existence of more competitors, the development of private schools is becoming more and more difficult. In order to survive better, it is necessary to make a comprehensive and scientific analysis of its own internal and external environment, and formulate suitable marketing strategies for educational institutions. To put forward the viewpoint and strategy of educational institution marketing in the field of education, the purpose is to follow the special law of educational education and guide the brand-new marketing idea and train of thought in the field of education in the traditional marketing angle and stand. At the same time, to increase the core competitiveness of private education, private schools in the increasingly fierce competition today can better survival and development, for the training of more talents for the society. Taking Dalian Oriental College as an example, this paper makes an in-depth analysis and practice on the marketing strategy of non-governmental educational institutions. The paper first introduces the background and significance of the topic, summarizes the history and current situation of the marketing of educational institutions at home and abroad, and sorts out the ideas and contents of the research. Then introduced the marketing, educational institutions marketing and educational education overview, at the same time studied six educational marketing theory and SWOT analysis method, used to provide the theoretical basis for the following practical case analysis; Then, taking the oriental college as an example, the development process of the college is explained in detail. By analyzing the internal environment, macro-environment and competitive environment, the advantages, disadvantages, opportunities and external threats of the college are obtained by using scientific methods. Through the form of the table, in order to better marketing strategy guidance; On this basis, the college's marketing strategy is analyzed and revised, and the brand marketing strategy, the internal marketing strategy, the service marketing strategy, the relationship marketing strategy, the channel marketing strategy and the new digital marketing strategy are expounded respectively. And comprehensive use of a variety of marketing strategies to combine, as a unique marketing model of Dalian Oriental College, summed up its success; Finally, this paper summarizes the marketing strategy in the whole development process, finds the problems and deficiencies, and looks forward to the future.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G648.7
本文編號：2449001
[Abstract]:With the development of society, higher education is becoming more and more popular in our country. Since 1999, our country has been expanding the enrollment of colleges and universities. At the same time, the policy environment is also providing a good survival soil for the development of private education. However, due to the existence of more competitors, the development of private schools is becoming more and more difficult. In order to survive better, it is necessary to make a comprehensive and scientific analysis of its own internal and external environment, and formulate suitable marketing strategies for educational institutions. To put forward the viewpoint and strategy of educational institution marketing in the field of education, the purpose is to follow the special law of educational education and guide the brand-new marketing idea and train of thought in the field of education in the traditional marketing angle and stand. At the same time, to increase the core competitiveness of private education, private schools in the increasingly fierce competition today can better survival and development, for the training of more talents for the society. Taking Dalian Oriental College as an example, this paper makes an in-depth analysis and practice on the marketing strategy of non-governmental educational institutions. The paper first introduces the background and significance of the topic, summarizes the history and current situation of the marketing of educational institutions at home and abroad, and sorts out the ideas and contents of the research. Then introduced the marketing, educational institutions marketing and educational education overview, at the same time studied six educational marketing theory and SWOT analysis method, used to provide the theoretical basis for the following practical case analysis; Then, taking the oriental college as an example, the development process of the college is explained in detail. By analyzing the internal environment, macro-environment and competitive environment, the advantages, disadvantages, opportunities and external threats of the college are obtained by using scientific methods. Through the form of the table, in order to better marketing strategy guidance; On this basis, the college's marketing strategy is analyzed and revised, and the brand marketing strategy, the internal marketing strategy, the service marketing strategy, the relationship marketing strategy, the channel marketing strategy and the new digital marketing strategy are expounded respectively. And comprehensive use of a variety of marketing strategies to combine, as a unique marketing model of Dalian Oriental College, summed up its success; Finally, this paper summarizes the marketing strategy in the whole development process, finds the problems and deficiencies, and looks forward to the future.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G648.7
【參考文獻】
相關(guān)期刊論文 前4條
1 沈澤蘭;;也談高等教育營銷[J];管理科學(xué)文摘;2007年05期
2 蔡賢榜;實施教育營銷策略提升高校的市場競爭力[J];遼寧教育研究;2005年01期
3 張金壽;;高職高專院校教育市場營銷觀策略的研究[J];中國科技信息;2006年22期
4 廖華躍;略論民辦高校的市場營銷策略[J];浙江樹人大學(xué)學(xué)報;2005年02期
，本文編號：2449001
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