【摘要】：自90年代末實施高等教育擴招以后，中國在2002年的毛入學(xué)率超過15%，已經(jīng)步入高等教育大眾化階段，到2005年底，高等教育毛入學(xué)率達到21%，進入大眾化發(fā)展階段。然而，在急速的增長速度下，我國高等院校出現(xiàn)了“培養(yǎng)人才同質(zhì)化”、“辦學(xué)同質(zhì)化”的現(xiàn)象，使得培養(yǎng)的人才缺少競爭力，難以滿足社會的多樣化需求。本文正是基于這種形勢下，針對我國普通高校的差異化定位問題，提出了自己的思考和分析。并希望通過對此分析，能夠為我國各普通高校在進行自身定位時實施差異化戰(zhàn)略提供借鑒和參考。 論文主要以市場營銷理論為基礎(chǔ)，運用系統(tǒng)的分析方法，對我國普通高校如何進行差異化定位做了分析和探討。首先，對我國普通高校面臨的環(huán)境進行了分析，同時比較分析了國內(nèi)外的高校差異化現(xiàn)象，闡明我國普通高校進行差異化定位的必要性；其次，引入STP營銷理論，通過對我國普通高校教育市場的細分及選擇細分目標(biāo)市場，運用$APPEALS方法進行差異化定位；第三，提出了我國普通高校實施差異化戰(zhàn)略的發(fā)展思路，從不同的角度切入，提出了一些具體措施。最后，為了更好的展示普通高校實施差異化發(fā)展的效果，選取了一個差異化辦學(xué)特色明顯的普通高校案例，對其發(fā)展特色和措施進行了綜合分析，，以期為其他普通高校提供一些借鑒和實踐參考，從而在社會和高等教育的發(fā)展中找準(zhǔn)自己的生存發(fā)展空間。 通過對我國普通高校差異化定位問題的整理和分析，可以感受到其定位的復(fù)雜性。差異化策略的成敗對營銷實踐的成敗具有決定影響，根據(jù)不斷變化的環(huán)境和政策調(diào)節(jié)普通高校的定位策略和措施，是當(dāng)前我國普通高校的最佳選擇。
[Abstract]:Since the expansion of higher education enrollment in the late 1990s, China's gross enrollment rate in 2002 exceeded 15%, and has entered the stage of popularization of higher education. By the end of 2005, the gross enrollment rate of higher education had reached 21%, entering the stage of popularization. However, under the rapid growth rate, the phenomenon of "homogenization of cultivating talents" and "homogenization of running schools" has appeared in colleges and universities of our country, which makes the trained talents lack of competitiveness and difficult to meet the diversified needs of the society. Based on this situation, this paper puts forward its own thinking and analysis for the differential positioning of colleges and universities in China. It is hoped that through this analysis, it can provide reference and reference for colleges and universities in our country to carry out differentiation strategy when they carry on their own positioning. Based on the marketing theory and using the systematic analysis method, this paper analyzes and discusses how to carry on the differentiation orientation in the ordinary colleges and universities in our country. First of all, this paper analyzes the environment faced by colleges and universities in our country, compares and analyzes the phenomenon of university differentiation at home and abroad, and expounds the necessity of the differentiation orientation of colleges and universities in our country. Secondly, the STP marketing theory is introduced, through the subdivision of the education market of colleges and universities in China and the selection of the target market, the $APPEALS method is used to carry out the differential positioning. Thirdly, the development ideas of implementing differentiation strategy in colleges and universities in China are put forward, and some concrete measures are put forward from different angles. Finally, in order to better show the effect of differentiated development in colleges and universities, this paper selects a case of ordinary colleges and universities with obvious characteristics of running schools, and makes a comprehensive analysis of its development characteristics and measures. In order to provide some reference and practical reference for other colleges and universities, so as to find out their own living and development space in the development of society and higher education. Through the collation and analysis of the problem of differential positioning in colleges and universities in China, we can feel the complexity of its positioning. The success or failure of differentiation strategy has a decisive impact on the success or failure of marketing practice. It is the best choice for colleges and universities in China to adjust the positioning strategies and measures of colleges and universities according to the changing environment and policies.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G647

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