發(fā)布時(shí)間：2018-08-11 20:52

【摘要】：近年來(lái),隨著高校不斷擴(kuò)招和生源逐年萎縮,高等教育服務(wù)市場(chǎng)的競(jìng)爭(zhēng)日趨激烈,高職院校要想在競(jìng)爭(zhēng)中生存發(fā)展下去,必須引入教育營(yíng)銷理念,在對(duì)自身內(nèi)外部環(huán)境分析的基礎(chǔ)上,制定出適合自身發(fā)展的教育營(yíng)銷策略。 在高職教育領(lǐng)域提出教育營(yíng)銷的觀點(diǎn)及策略,旨在遵循高職教育規(guī)律的基礎(chǔ)上,通過(guò)引進(jìn)教育營(yíng)銷理念,從市場(chǎng)營(yíng)銷的觀點(diǎn)出發(fā),對(duì)高職院校的教育營(yíng)銷問(wèn)題進(jìn)行思考和分析,逐步建立對(duì)內(nèi)符合教育規(guī)律,對(duì)外能更好的滿足市場(chǎng)需求的競(jìng)爭(zhēng)機(jī)制,以此來(lái)培育高職院校核心競(jìng)爭(zhēng)力。 本文以高職院校——H職業(yè)學(xué)院為研究客體,堅(jiān)持理論結(jié)合實(shí)際的原則,綜合運(yùn)用了理論研究、定性研究、比較分析等多種研究方法對(duì)高職院校實(shí)施教育營(yíng)銷策略進(jìn)行了深入探討。文章以服務(wù)營(yíng)銷、內(nèi)部營(yíng)銷、顧客滿意等理論為基礎(chǔ),通過(guò)對(duì)H職業(yè)學(xué)院營(yíng)銷狀況的研究,探討了在競(jìng)爭(zhēng)日趨激烈的市場(chǎng)環(huán)境下,高職院校樹(shù)立市場(chǎng)營(yíng)銷觀念的重要性,以及在實(shí)踐中應(yīng)選擇怎樣的營(yíng)銷組合策略。提出了教育營(yíng)銷應(yīng)該從4P增加到7P,將教育營(yíng)銷相關(guān)理論和7P要素進(jìn)行綜合考慮,從-個(gè)新的視角研究H職業(yè)學(xué)院的營(yíng)銷策略,為高職院校能夠更好的運(yùn)用教育營(yíng)銷提供了借鑒,具有重要的實(shí)踐意義。 論文首先介紹了選題背景、意義、研究方法以及論文的創(chuàng)新點(diǎn)；然后介紹了與教育營(yíng)銷密切相關(guān)的營(yíng)銷理論；接著對(duì)H職業(yè)學(xué)院的營(yíng)銷環(huán)境進(jìn)行了分析,總結(jié)H職業(yè)學(xué)院面臨的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅；在此基礎(chǔ)上,論文對(duì)H職業(yè)學(xué)院的營(yíng)銷現(xiàn)狀進(jìn)行分析,總結(jié)該院在發(fā)展中存在的不足之處；最后,論文從營(yíng)銷創(chuàng)新的視角為H職業(yè)學(xué)院的教育營(yíng)銷組合策略提出了優(yōu)化建議和措施。 本文認(rèn)為,H職業(yè)學(xué)院的營(yíng)銷管理應(yīng)基于自身的實(shí)際情況,結(jié)合區(qū)域經(jīng)濟(jì)發(fā)展特點(diǎn),將專業(yè)設(shè)置與市場(chǎng)需求緊密結(jié)合,才能在競(jìng)爭(zhēng)中取得優(yōu)勢(shì)。
[Abstract]:In recent years, with the continuous expansion of college enrollment and shrinking of students, the competition in higher education service market is becoming increasingly fierce. In order to survive and develop in the competition, higher vocational colleges must introduce the concept of educational marketing, and on the basis of the analysis of their own internal and external environment, formulate appropriate educational marketing strategies for their own development.
On the basis of following the law of higher vocational education and introducing the concept of educational marketing and starting from the point of view of marketing, this paper puts forward the viewpoints and Strategies of educational marketing in the field of Higher Vocational education, aiming at thinking and analyzing the problems of educational marketing in Higher Vocational colleges, and gradually establishing a system that conforms to the law of education internally and can better meet the market demand externally. Competition mechanism, in order to foster core competitiveness of higher vocational colleges.
This paper takes H Vocational College as the research object, adheres to the principle of combining theory with practice, comprehensively uses theoretical research, qualitative research, comparative analysis and other research methods to carry out educational marketing strategy in Higher Vocational colleges. This paper studies the marketing situation of H Vocational College, discusses the importance of setting up the marketing concept in Higher Vocational Colleges under the increasingly competitive market environment, and what kind of marketing mix strategy should be chosen in practice. It is of great practical significance to study the marketing strategy of H Vocational College from a new perspective for higher vocational colleges to make better use of educational marketing.
Firstly, this paper introduces the background, significance, research methods and innovation of the thesis; secondly, it introduces the marketing theory closely related to educational marketing; secondly, it analyzes the marketing environment of H vocational college, summarizes the strengths, weaknesses, opportunities and threats faced by H vocational college; on this basis, the paper discusses the management of H vocational college. Finally, from the perspective of marketing innovation, the paper puts forward some suggestions and measures to optimize the educational marketing mix strategy of H vocational college.
This paper holds that the marketing management of H Vocational College should be based on its own actual situation, combined with the characteristics of regional economic development, and closely combine the specialty settings with market demand in order to gain an advantage in competition.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G718.5

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