S职业学院品牌营销策略研究

发布时间：2019-03-17 20:28

【摘要】：随着高等教育的大众化发展和招生规模的扩大,高职院校作为高等教育的一支新军迅速发展。从1980年初建立职业大学至今,高职教育无论从学院数量和学生人数上都已在高等教育中占据了半壁江山,有效地肩负起为我国培养高素质、高技能的应用性人才的重任。然而,近几年来,随着高职院校数量和规模不断增加扩大,其高速发展的背后却存在着许多不足之处,如生源竞争激烈、学校定位不准确、专业设置同质化严重、办学水平参差不齐、“双师型”教师缺乏、社会认可度偏低等问题。针对目前中国高职院校发展的现状,实施品牌营销无疑是解决问题的核心和焦点。越来越多的高职院校开始意识到,要想在激烈的市场竞争中争取资源、提高竞争力以及在长远发展中维持竞争力取胜,必须要精心塑造品牌形象,扩大品牌知名度,维护品牌声誉。品牌是高等职业院校形象和声誉的标志,高职院校品牌营销已经成为现代高职院校发展的一种新思路。作为一所具有医药行业特色的高等职业院校,S职业学院在办学过程中品牌营销策略也存在一些问题,包括学校定位不清晰、品牌意识薄弱、品牌传播策略保守、缺乏品牌传播系统及有效的品牌维护机制等。本文通过对S职业学院现状的分析,根据高职院校品牌营销的思路,找出该校在品牌营销方面存在的主要问题,运用营销管理理论的相关理论,参考国内成功企业的相关经验、方法,提出该校的品牌营销策略,以此提高该校在市场中的竞争力,帮助提升S职业学院的品牌形象及品牌知名度、打造具有核心竞争力的特色品牌,从而实现其持续、稳步、长久的发展。
[Abstract]:With the popularization of higher education and the expansion of enrollment, higher vocational colleges are developing rapidly as a new army of higher education. Since the establishment of vocational college in early 1980, higher vocational education has occupied half of the higher education in terms of the number of colleges and the number of students, and effectively shouldered the important task of cultivating high-quality and high-skilled applied talents for our country. However, in recent years, with the expansion of the number and scale of higher vocational colleges, there are many shortcomings behind its high-speed development, such as the fierce competition of students, the inaccurate positioning of schools, and the serious homogeneity of professional settings. The level of running a school is uneven, the teacher of "double type" is lack, the social recognition degree is low and so on. In view of the current situation of the development of higher vocational colleges in China, the implementation of brand marketing is undoubtedly the core and focus of the problem. More and more higher vocational colleges have begun to realize that in order to strive for resources in the fierce market competition, improve competitiveness and maintain competitiveness in the long-term development, it is necessary to carefully shape the brand image and expand brand popularity. Maintain brand reputation. Brand is the symbol of the image and reputation of higher vocational colleges. Brand marketing of higher vocational colleges has become a new train of thought for the development of modern vocational colleges. As a higher vocational college with the characteristics of medicine industry, S Vocational College also has some problems in the course of running a school, including the unclear positioning of the school, the weak awareness of the brand, the conservative strategy of brand communication. Lack of brand communication system and effective brand maintenance mechanism. Based on the analysis of the current situation of S Vocational College and the thinking of brand marketing in higher vocational colleges, this paper finds out the main problems existing in brand marketing of S Vocational College, and makes use of the relevant theories of marketing management theory to refer to the relevant experience of successful enterprises in China. Methods, the brand marketing strategy of the school was put forward in order to improve its competitiveness in the market, to help promote the brand image and brand popularity of S Vocational College, to create the characteristic brand with core competence, so as to realize its continuous and steady development. A long-term development.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G717

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