民办高职院校服务营销管理研究

发布时间：2018-03-29 12:23

本文选题：民办高等职业院校　切入点：服务营销　出处：《青岛大学》2017年硕士论文

【摘要】：职业教育是国家教育事业的重要组成部分,大力发展职业教育,加快人力资源开发,是落实科教兴国战略和人才强国战略的重大举措。当前,高职高专教育成为社会关注的热点,面临着大好的发展机遇。但从高职高专教育人才培养工作的全局来看,发展还很不平衡,存在着办学特色不鲜明、教学基本设施薄弱,学校体制亟待改革等问题。国外对高等院校服务营销项目的研究已经取得了较好的研究成果,但研究对象都是高层次的高等院校。国内对高校服务营销项目的研究开始的时间较晚,尤其是将服务营销的理念应用于民办高职院校。鉴于此,本研究结合项目管理的观点对民办高职院校的服务营销项目进行研究,以期对民办高职院校的发展以及职业教育改革起到一定的指导作用。本文运用了从宏观到微观、从现象到本质,理论联系实际以及归纳总结的方法,对民办高职院校的服务营销管理的概念以及内容进行了界定,并且结合民办高职院校的发展现状以及市场营销环境,从组织管理、人力资源管理、质量管理三个方面分析了民办高职院校服务营销项目管理存在的问题。经过研究,本文结合民办高校实际情况,创造性地提出了民办高职院校服务营销管理建设的五个对策,包括强化管理理论在民办高职院校服务营销中应用;推动和试行公共财政资助民办高职院校的政策和制度;产学研合作推进民办高职院校服务营销的质量管理建设;实行全过程的“产品”组织、质量、人力资源管理;民办高职院校服务营销管理要对项目流程进行控制和创新等策略。本研究对我国高职院校的健康持续发展具有建设性的指导意义。
[Abstract]:Vocational education is an important part of national education. Vigorously developing vocational education and speeding up the development of human resources are major measures to implement the strategy of rejuvenating the country through science and education and the strategy of strengthening the country by talents. Higher vocational education has become a hot spot of social concern and is facing a good opportunity for development. However, from the overall situation of talent training in higher vocational and technical education, the development is still very uneven, and the characteristics of running schools are not clear, and the basic teaching facilities are weak. The school system needs to be reformed urgently. The research on service marketing projects in colleges and universities abroad has achieved good results. However, the research objects are all high-level institutions of higher learning. The research on service marketing projects in China began relatively late, especially when the concept of service marketing was applied to private vocational colleges. In view of this, This research combines the project management viewpoint to study the service marketing project of the private higher vocational college, in order to play a certain guiding role in the development of the private higher vocational college and the vocational education reform. This paper defines the concept and content of service marketing management in private higher vocational colleges from phenomenon to essence, combining theory with practice and summing up methods, and combines the development status and marketing environment of private vocational colleges. This paper analyzes the problems existing in the management of service marketing projects in private higher vocational colleges from three aspects: organization management, human resources management and quality management. This paper creatively puts forward five countermeasures for the construction of service marketing management in private vocational colleges, including strengthening the application of management theory in the service marketing of private vocational colleges, promoting and experimenting with the policies and systems of public finance subsidizing private higher vocational colleges and universities. Promoting the quality management construction of service marketing in private higher vocational colleges, carrying out the whole process of "product" organization, quality, human resources management; The management of service marketing in private vocational colleges should control and innovate the project flow. This study is of constructive significance to the healthy and sustainable development of higher vocational colleges in China.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G717

【参考文献】