現(xiàn)代營銷理念在大學教育管理中的應用研究
發(fā)布時間：2018-12-14 00:00
【摘要】：大學教育的作用是為國家培養(yǎng)高素質人才、更新知識和科技創(chuàng)新,是教育振興的主要陣地。在我國全面實施“科教興國”戰(zhàn)略和加快社會主義現(xiàn)代化建設的社會背景下,大學教育在社會發(fā)展中起到了越來越重要的作用。大學教育事業(yè)需要不斷發(fā)展。其蓬勃發(fā)展,離不開教育管理水平的提高。因此,大學教育管理工作需要與時俱進,不斷提高。而且,教育管理活動自身是一項包含了多種因素的、復雜的社會活動,這就需要更加科學、合理的理念和思維指導具體的行為活動。 品牌營銷、社會營銷、關系營銷等都是近年來深受企業(yè)關注的營銷模式,通過分析概括,本文總結了現(xiàn)代營銷理念具有：“以人為本”、以服務導向、以關系導向、以責任導向和以品牌導向等若干特征。而近年來,大學教育問題備受關注,需要大力提高教育質量,確保為社會培養(yǎng)高素質的人才。大學教育管理作為大學教育的實踐手段,更需要更新理念和思維�！耙匀藶楸尽钡墓芾砝砟�,將學生作為服務對象的意識,建立大學品牌等理念的更新,從而提高教育質量等構想必將對大學教育管理的提高起到推動作用。 本論文共分為六章,第一章是緒論部分,主要闡述了本文的選題背景、研究的意義、國內外相關的研究動態(tài)、研究的思路和研究的方法；第二章是理論基礎部分,分為兩部分,內容分別介紹本文要采用的現(xiàn)代營銷理念和大學教育管理的概述；第三章論述教育管理理念更新的必要性問題；第四章將現(xiàn)代營銷理念應用在大學教育管理中的可行性分析；第五章是對現(xiàn)代營銷理念應用在大學教育管理中的具體措施；第六章是將現(xiàn)代營銷理念引入大學教育管理應把握的原則和未來展望。以上章節(jié)層層遞進,逐步深入,充分表達了本文對大學教育管理的看法和信念。
[Abstract]:The role of university education is to train high quality talents, update knowledge and scientific and technological innovation, and is the main position of education revitalization. Under the social background of implementing the strategy of "rejuvenating the country through science and education" and speeding up the construction of socialist modernization, university education plays a more and more important role in the social development. The cause of university education needs continuous development. Its vigorous development can not do without the improvement of educational management level. Therefore, the work of university education management needs to keep pace with the times and improve continuously. Moreover, the educational management activity itself is a complex social activity which contains many factors, which requires more scientific, reasonable ideas and thinking to guide the concrete behavior activities. Brand marketing, social marketing, relationship marketing and so on are the marketing models which have been paid close attention to by enterprises in recent years. Through analysis and generalization, this paper summarizes the modern marketing concepts: "people-oriented", "service-oriented", "relationship-oriented", and so on. Some characteristics such as responsibility-oriented and brand-oriented. In recent years, the problem of university education has attracted much attention, so it is necessary to improve the quality of education and ensure the cultivation of high quality talents for the society. As a practical means of university education, university education management needs to renew its ideas and thinking. The idea of "people-oriented" management, the consciousness of taking students as the object of service, the renewal of the idea of establishing university brand, and the idea of improving the quality of education will certainly promote the improvement of university education management. This paper is divided into six chapters, the first chapter is the introduction part, mainly elaborated this topic background, the research significance, the domestic and foreign related research trends, the research thought and the research method; The second chapter is the theoretical foundation part, which is divided into two parts, the content respectively introduces the modern marketing concept and the university education management to be adopted in this article, the third chapter discusses the necessity question of the education management idea renewal; The fourth chapter analyzes the feasibility of applying the modern marketing concept to the university education management, the fifth chapter is the concrete measure of the application of the modern marketing idea in the university education management. The sixth chapter is to introduce the modern marketing concept into the university education management should grasp the principles and prospects for the future. The above chapters, step by step and deeper, fully express the views and beliefs of this paper on the management of college education.
【學位授予單位】：西安工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G647
本文編號：2377506
[Abstract]:The role of university education is to train high quality talents, update knowledge and scientific and technological innovation, and is the main position of education revitalization. Under the social background of implementing the strategy of "rejuvenating the country through science and education" and speeding up the construction of socialist modernization, university education plays a more and more important role in the social development. The cause of university education needs continuous development. Its vigorous development can not do without the improvement of educational management level. Therefore, the work of university education management needs to keep pace with the times and improve continuously. Moreover, the educational management activity itself is a complex social activity which contains many factors, which requires more scientific, reasonable ideas and thinking to guide the concrete behavior activities. Brand marketing, social marketing, relationship marketing and so on are the marketing models which have been paid close attention to by enterprises in recent years. Through analysis and generalization, this paper summarizes the modern marketing concepts: "people-oriented", "service-oriented", "relationship-oriented", and so on. Some characteristics such as responsibility-oriented and brand-oriented. In recent years, the problem of university education has attracted much attention, so it is necessary to improve the quality of education and ensure the cultivation of high quality talents for the society. As a practical means of university education, university education management needs to renew its ideas and thinking. The idea of "people-oriented" management, the consciousness of taking students as the object of service, the renewal of the idea of establishing university brand, and the idea of improving the quality of education will certainly promote the improvement of university education management. This paper is divided into six chapters, the first chapter is the introduction part, mainly elaborated this topic background, the research significance, the domestic and foreign related research trends, the research thought and the research method; The second chapter is the theoretical foundation part, which is divided into two parts, the content respectively introduces the modern marketing concept and the university education management to be adopted in this article, the third chapter discusses the necessity question of the education management idea renewal; The fourth chapter analyzes the feasibility of applying the modern marketing concept to the university education management, the fifth chapter is the concrete measure of the application of the modern marketing idea in the university education management. The sixth chapter is to introduce the modern marketing concept into the university education management should grasp the principles and prospects for the future. The above chapters, step by step and deeper, fully express the views and beliefs of this paper on the management of college education.
【學位授予單位】：西安工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G647
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