【摘要】：本文作者在分析了國(guó)內(nèi)外高等教育營(yíng)銷(xiāo)理論研究現(xiàn)狀的基礎(chǔ)之上,結(jié)合非營(yíng)利性組織營(yíng)銷(xiāo)的相關(guān)管理理論，分析了陜西民辦高等教育的現(xiàn)狀以及營(yíng)銷(xiāo)項(xiàng)目化運(yùn)作,以營(yíng)銷(xiāo)項(xiàng)目化運(yùn)作的方式在SY學(xué)院開(kāi)展了實(shí)證研究。在研究的過(guò)程中，作者通過(guò)市場(chǎng)調(diào)查采用數(shù)量、對(duì)比、及相關(guān)分析的方法,分析了SY學(xué)院目標(biāo)消費(fèi)群體的教育需求偏好，研究和分析了SY學(xué)院的教學(xué)產(chǎn)品、學(xué)費(fèi)、招生渠道以及學(xué)院的促銷(xiāo)方式的現(xiàn)狀，分析了競(jìng)爭(zhēng)市場(chǎng)中受本層次學(xué)生歡迎的教學(xué)產(chǎn)品。結(jié)合以上分析，作者提出了相應(yīng)的營(yíng)銷(xiāo)策略，調(diào)整了SY學(xué)院的教學(xué)產(chǎn)品結(jié)構(gòu)，改善了學(xué)院的教學(xué)產(chǎn)品的組合方式，優(yōu)化了學(xué)院教學(xué)產(chǎn)品，圍繞教學(xué)產(chǎn)品結(jié)構(gòu)的變化,積極加強(qiáng)學(xué)院的師資力量以及相關(guān)的教學(xué)附加和延伸產(chǎn)品的服務(wù)；以成本導(dǎo)向和需求導(dǎo)向的定價(jià)方式重新核定了學(xué)院的學(xué)費(fèi)收費(fèi)標(biāo)準(zhǔn)，增加了學(xué)院的教學(xué)經(jīng)費(fèi)的積累，了解了學(xué)生渴望得到的經(jīng)濟(jì)幫助方式并提出了相應(yīng)解決問(wèn)題的辦法，緩解了學(xué)生就讀的經(jīng)濟(jì)壓力；針對(duì)調(diào)研結(jié)果重新組合了學(xué)院的招生渠道模式，減少了渠道沖突，節(jié)約了渠道成本；重新確定了促銷(xiāo)目標(biāo)，結(jié)合不同的促銷(xiāo)目標(biāo)開(kāi)展了相應(yīng)的促銷(xiāo)活動(dòng)。 SY學(xué)院通過(guò)營(yíng)銷(xiāo)項(xiàng)目化運(yùn)作的方式及時(shí)的緩解了學(xué)校面臨的壓力和矛盾，在生源市場(chǎng)中獲得了較好的回報(bào)，，同時(shí)也提高了學(xué)生的滿意度。
[Abstract]:On the basis of analyzing the present situation of marketing theory of higher education at home and abroad, combining with the management theory of non-profit organization marketing, the author analyzes the present situation of private higher education in Shaanxi Province and the marketing project operation. An empirical study has been carried out in SY College in the way of marketing project operation. In the course of the research, the author adopts the methods of quantity, comparison and correlation analysis to analyze the educational demand preference of the target consumer groups in SY College, and studies and analyzes the teaching products and tuition fees of SY College. This paper analyzes the current situation of enrollment channels and the promotion methods of colleges, and analyzes the teaching products that are popular with students at this level in the competitive market. Combined with the above analysis, the author puts forward the corresponding marketing strategy, adjusts the teaching product structure of SY College, improves the combination mode of the teaching product, optimizes the teaching product of the college, and revolves around the change of the teaching product structure. Actively strengthen the faculty of the college and related teaching attachment and extension products of the service; The cost-oriented and demand-oriented pricing has re-approved the tuition fees of the College, increased the accumulation of teaching expenses in the College, understood the way students aspire to economic assistance, and proposed appropriate solutions to the problems. Ease the financial pressure of students; According to the research results, this paper recombines the enrollment channel model of the college, reduces channel conflict and saves channel cost, redefines the promotion target, and carries out the corresponding promotion activities in combination with different promotion objectives. Through the marketing project operation, SY College alleviates the pressure and contradiction faced by the school in time, gets a good return in the source market, and improves the satisfaction of the students at the same time.
【學(xué)位授予單位】：西安工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：G647

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