QZ煙草中專學(xué)校服務(wù)營銷策略研究
發(fā)布時間：2018-09-13 07:57
【摘要】：《國家中長期教育改革和發(fā)展規(guī)劃綱要(2010-2020年)》指出：“發(fā)展職業(yè)教育是推動經(jīng)濟發(fā)展、促進(jìn)就業(yè)和改善民生和解決“三農(nóng)”問題的重要途徑,是解決勞動力供給與需求矛盾的重要的途徑,所以發(fā)展職業(yè)教育必須擺在突出的位置�！甭殬I(yè)教育需要以市場為導(dǎo)向,適應(yīng)社會需求,培養(yǎng)學(xué)生的道德素養(yǎng)、知識水平、技術(shù)技能、就業(yè)能力和創(chuàng)業(yè)能力。職業(yè)教育的發(fā)展需要適應(yīng)社會經(jīng)濟的不斷發(fā)展,需要跟隨社會產(chǎn)業(yè)的結(jié)構(gòu)布局進(jìn)行相應(yīng)的改變,實行終身教育,形成現(xiàn)代化的職業(yè)教育體系,滿足社會大眾享受繼續(xù)教育的需求,創(chuàng)造出高素質(zhì)的員工隊伍,滿足社會需要。 近年來,政府及教育、勞動主管部門對職業(yè)教育的發(fā)展更加重視,但社會上受“唯學(xué)歷論”的影響,對職業(yè)教育造成了一定程度的忽視。由于中國教育資源的不合理分配,投入到職業(yè)教育的資金不夠,希望上職業(yè)學(xué)校的學(xué)生人數(shù)少,學(xué)生缺乏社會和企業(yè)的認(rèn)可,這造成在中國的人才結(jié)構(gòu)的不合理�，F(xiàn)在大學(xué)畢業(yè)生的就業(yè)越來越困難,而擁有技術(shù)的人才仍然相對缺乏。 縱觀國內(nèi)外的形勢,職業(yè)教育意義重大。對中國而言,最為迫切的是,要建設(shè)具有中國特色的現(xiàn)代職業(yè)教育體系。 QZ煙草中專學(xué)校是一所隸屬于山東煙草專賣局(公司)的中等職業(yè)學(xué)校,兼有普通中專學(xué)生培養(yǎng)和煙草職工培訓(xùn)的雙重任務(wù)。目前盡管呈現(xiàn)出較好的發(fā)展態(tài)勢,但也面臨著一系列的挑戰(zhàn),如生源與就業(yè)問題、市場營銷理念以及社會評價等諸多問題,在此環(huán)境下,如何保障中等職業(yè)的可持續(xù)發(fā)展,擴大學(xué)校的影響,爭取更多更優(yōu)的生源,保證就業(yè)率,業(yè)已成為擺在QZ煙草中專學(xué)校面前最重要的任務(wù)。而基于QZ煙草中專學(xué)校正處于從傳統(tǒng)體制到市場化運營的轉(zhuǎn)型過程中,盡快提升服務(wù)營銷理念與服務(wù)營銷能力成為其中的關(guān)鍵要素之一。 對中國而言,最為迫切的是,要建設(shè)具有中國特色的現(xiàn)代職業(yè)教育體系。論文通過剖析QZ煙草中專學(xué)校宣傳、招生、教學(xué)、管理和就業(yè)各方面,發(fā)現(xiàn)其工作中的創(chuàng)新點和存在的問題,針對創(chuàng)新點,發(fā)揚廣大,針對存在的問題,提出合理化的建議,提倡教育也是一種服務(wù),應(yīng)該采用服務(wù)營銷的理念看待教育,對外加強外部營銷,通過各種方式宣傳學(xué)校,形成學(xué)校的品牌競爭優(yōu)勢；對內(nèi)加強內(nèi)部營銷,調(diào)動全體教職工的積極性、主動性、創(chuàng)造性；注重交互營銷,加強和學(xué)生、家庭的雙向交流,使三方有效溝通。通過這些措施,使服務(wù)營銷在QZ煙草中專學(xué)校的工作中貫徹始終,使QZ煙草中專學(xué)校在當(dāng)前激烈的職業(yè)學(xué)校競爭中得以生存與發(fā)展。
[Abstract]:The outline of the National medium- and Long-Term Education Reform and Development Plan (2010-2020) points out: "developing vocational education is an important way to promote economic development, promote employment, improve people's livelihood, and solve the" three rural "problems. It is an important way to solve the contradiction between labor supply and demand, so the development of vocational education must be placed in a prominent position. " Vocational education needs to be market-oriented, adapt to the needs of society, and cultivate students' moral literacy, knowledge level, technical skills, employment ability and entrepreneurial ability. The development of vocational education needs to adapt to the continuous development of social economy, to follow the structure of social industry to make corresponding changes, to implement lifelong education, and to form a modern vocational education system. To meet the needs of the public to enjoy continuing education, to create a high-quality workforce, to meet the needs of society. In recent years, the government, education and labor departments pay more attention to the development of vocational education, but the society is influenced by the theory of academic qualifications, which has caused a certain degree of neglect to vocational education. Due to the unreasonable allocation of educational resources in China, the insufficient funds invested in vocational education, the small number of students who hope to go to vocational schools, and the lack of social and enterprise recognition of students, which result in unreasonable talent structure in China. College graduates are finding it increasingly difficult to find jobs, and skilled people are still relatively scarce. Throughout the situation at home and abroad, vocational education is of great significance. For China, it is most urgent to build a modern vocational education system with Chinese characteristics. QZ Tobacco Secondary School is a secondary vocational school affiliated to Shandong Tobacco Monopoly Bureau. Both general secondary school students training and tobacco staff training dual tasks. At present, although there is a good development trend, there are also a series of challenges, such as the source of students and employment, marketing concept and social evaluation, etc. In this environment, how to ensure the sustainable development of secondary occupations, Expanding the influence of schools, striving for more and better student resources and ensuring employment rate have become the most important task in front of QZ tobacco secondary schools. The tobacco secondary school based on QZ is in the process of transforming from traditional system to market-oriented operation. It is one of the key elements to improve the service marketing concept and service marketing ability as soon as possible. For China, the most urgent is to build a modern vocational education system with Chinese characteristics. By analyzing the propaganda, enrollment, teaching, management and employment of QZ tobacco secondary school, the paper finds out the innovation points and existing problems in its work, and puts forward some reasonable suggestions in view of the innovation points, carrying forward the vast number of innovation points, and aiming at the existing problems. Promoting education is also a kind of service. We should adopt the concept of service marketing to treat education, strengthen external marketing, propagate schools in various ways, form the competitive advantage of schools' brands, strengthen internal marketing, Arouse the enthusiasm, initiative and creativity of all teaching staff, pay attention to interactive marketing, strengthen the two-way communication with students and families, and make the three parties communicate effectively. Through these measures, the service marketing in the work of QZ tobacco secondary schools throughout, so that the QZ tobacco secondary schools in the current fierce vocational school competition can survive and develop.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G717;F274
本文編號：2240538
[Abstract]:The outline of the National medium- and Long-Term Education Reform and Development Plan (2010-2020) points out: "developing vocational education is an important way to promote economic development, promote employment, improve people's livelihood, and solve the" three rural "problems. It is an important way to solve the contradiction between labor supply and demand, so the development of vocational education must be placed in a prominent position. " Vocational education needs to be market-oriented, adapt to the needs of society, and cultivate students' moral literacy, knowledge level, technical skills, employment ability and entrepreneurial ability. The development of vocational education needs to adapt to the continuous development of social economy, to follow the structure of social industry to make corresponding changes, to implement lifelong education, and to form a modern vocational education system. To meet the needs of the public to enjoy continuing education, to create a high-quality workforce, to meet the needs of society. In recent years, the government, education and labor departments pay more attention to the development of vocational education, but the society is influenced by the theory of academic qualifications, which has caused a certain degree of neglect to vocational education. Due to the unreasonable allocation of educational resources in China, the insufficient funds invested in vocational education, the small number of students who hope to go to vocational schools, and the lack of social and enterprise recognition of students, which result in unreasonable talent structure in China. College graduates are finding it increasingly difficult to find jobs, and skilled people are still relatively scarce. Throughout the situation at home and abroad, vocational education is of great significance. For China, it is most urgent to build a modern vocational education system with Chinese characteristics. QZ Tobacco Secondary School is a secondary vocational school affiliated to Shandong Tobacco Monopoly Bureau. Both general secondary school students training and tobacco staff training dual tasks. At present, although there is a good development trend, there are also a series of challenges, such as the source of students and employment, marketing concept and social evaluation, etc. In this environment, how to ensure the sustainable development of secondary occupations, Expanding the influence of schools, striving for more and better student resources and ensuring employment rate have become the most important task in front of QZ tobacco secondary schools. The tobacco secondary school based on QZ is in the process of transforming from traditional system to market-oriented operation. It is one of the key elements to improve the service marketing concept and service marketing ability as soon as possible. For China, the most urgent is to build a modern vocational education system with Chinese characteristics. By analyzing the propaganda, enrollment, teaching, management and employment of QZ tobacco secondary school, the paper finds out the innovation points and existing problems in its work, and puts forward some reasonable suggestions in view of the innovation points, carrying forward the vast number of innovation points, and aiming at the existing problems. Promoting education is also a kind of service. We should adopt the concept of service marketing to treat education, strengthen external marketing, propagate schools in various ways, form the competitive advantage of schools' brands, strengthen internal marketing, Arouse the enthusiasm, initiative and creativity of all teaching staff, pay attention to interactive marketing, strengthen the two-way communication with students and families, and make the three parties communicate effectively. Through these measures, the service marketing in the work of QZ tobacco secondary schools throughout, so that the QZ tobacco secondary schools in the current fierce vocational school competition can survive and develop.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G717;F274
【參考文獻(xiàn)】
相關(guān)期刊論文 前7條
1 周適;顧昕;;中國職業(yè)教育改革與發(fā)展中的政府與市場[J];東岳論叢;2011年02期
2 朱蓮;;深化職業(yè)教育改革 探索有效的職業(yè)教育模式[J];教育教學(xué)論壇;2010年14期
3 李熊輝;賈平靜;;論中等職業(yè)學(xué)校教學(xué)資源的整合與共享[J];當(dāng)代教育論壇(管理研究);2011年01期
4 夏長清,左仁淑;服務(wù)營銷的基礎(chǔ)探析[J];現(xiàn)代管理科學(xué);2005年01期
5 盧雙盈;;職業(yè)教育“雙師”素質(zhì)教師隊伍建設(shè)的問題研究[J];中國職業(yè)技術(shù)教育;2008年20期
6 楊芳玲;;我國服務(wù)營銷的現(xiàn)狀及發(fā)展趨勢[J];中小企業(yè)科技;2007年01期
7 洪維明;;對中等職業(yè)教育現(xiàn)狀及發(fā)展的思考[J];職業(yè);2008年12期
，本文編號：2240538
本文鏈接：http://sikaile.net/jiaoyulunwen/zhiyejiaoyulunwen/2240538.html
最近更新
教材專著
