泉州信息工程学院营销策略研究

发布时间：2018-04-27 18:22

本文选题：泉州市 + 民办高校　；参考：《华侨大学》2015年硕士论文

【摘要】：改革开放至今,泉州的民办高等教育虽然起步较晚,但发展迅速,且民办高校的专业设置都具有鲜明的泉州地方产业特色,积极服务于地方的经济建设,可以说,泉州的经济发展与民办高校的发展相得益彰。尤其是近年来,泉州民办高校无论是从规模还是从数量来看,都有比较大的飞跃,甚至可以说在高等教育中占据了半壁江山,为更好地实现地方经济的发展培养了大量的人才。在当地,民办高校事业已经取得了长足的发展,随着海峡两岸经济和文化的交往的深入进行,使当地面临着较好的发展机遇与挑战。在此背景下,及时导入营销策略成为泉州民办高校凸显竞争优势的重要手段。本文主要研究的是市场营销理论出现和形成的过程,以及其内部理论不断成熟的标志。其次文章也对市场营销理论产生的意义和积极作用进行了探讨,并分析了其中存在的问题和不足。在泉州的民办高校中,泉州信息工程学院是较具有代表性的一所,故本文以此作为案例的研究对象。通过对泉州信息工程学院的实行发放调查问卷和师生及相关领导访问,用SWOT分析法总结了学校面临的机会和威胁,分析该学院在经营过程中在招生环节遇到的各种问题和不足,并分析了这些具体问题出现的原因,同时,为促进学校发展,运用STP营销战略对生源市场进行了分析,提出了品牌营销策略、4C营销策略和4P营销策略等营销策略优化方案。最后,总结出全文的研究结论并进行展望,希望对其他民办高校的招生环节能够发挥一些促进作用,并且专门针对学校营销制定了一系列的措施,十分受用。
[Abstract]:Since the reform and opening up, the private higher education in Quanzhou has started relatively late, but it has developed rapidly, and the professional settings of the private colleges and universities have the distinctive features of Quanzhou local industry and actively serve the local economic construction. It can be said that the economic development of Quanzhou and the development of private colleges and universities are complementary to each other. Especially in recent years, the private colleges and universities in Quanzhou have no one. In terms of scale or quantity, there is a big leap, even in higher education, which has taken up a large number of talents for the better development of local economy. In the local area, the cause of private colleges and universities has made great progress, with the deep economic and cultural exchanges between the two sides of the Taiwan Straits. In this context, in this context, the timely introduction of marketing strategy has become an important means to highlight the competitive advantages of Quanzhou private colleges and universities. This paper mainly studies the emergence and formation of marketing theory, as well as the symbol of the continuous maturity of its internal theory. Secondly, the article also produces marketing theory. The significance and positive role of the Quanzhou Information Engineering College in Quanzhou is a representative one. Therefore, this paper takes this as a case study. Through the questionnaire of the actual issuance of Quanzhou Information Engineering College and the visits of teachers and students and related leaders SWOT analysis is used to summarize the opportunities and threats faced by the school, analyze the problems and shortcomings of the college in the course of management, and analyze the reasons for these problems. At the same time, in order to promote the development of the school and use the STP marketing strategy to analyze the source market, the brand marketing strategy and 4C marketing are put forward. Strategy and 4P marketing strategy and other marketing strategy optimization scheme. Finally, it summarizes the research conclusions and prospects of the full text, hoping to play a role in promoting the enrollment of other private colleges and universities, and specially designed a series of measures for school marketing, which is very useful.

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G648.7

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