ZM学院中外合作办学项目的营销策略研究

发布时间：2018-01-29 21:12

本文关键词： 教育营销中外合作办学 ZM学院　出处：《安徽大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国教育的发展,改革开放以来,国外的很多教育机构不断的重视我国的教育市场,采取了多种方式与我国教育机构进行大力合作,希望能够得到社会的效益和经济利益。中外合作办学是教育的新型办学方式,在教育产业市场化和的高等教育国际化共同作用下,以高校为主的中外合作办学在近年来更是得到了迅速发展。这种发展方式不但为我们国家的教育进步输送新鲜血液,也为如何刺激教育的改革,不断提高学生的知识层面和学习多元文化理念方面作出了贡献。通过近20年的中外合作办学,使我国的高等教育在此期间取得了良好的成绩,同时也积累了很多的经验。实践表明,要使我国高等教育走向大众化和国际化,中外合作办学有着重要的作用。此外,我们也要明确的选择适合我国教育发展的国家进行办学合作,确定办学的特点,专业的特色,进一步的完善中外合作办学项目的营销实践。本文以营销策略相关理论为基础,采用文献和案例相结合的方法,共分为五部分：第一部分是文章的引言。介绍了本文选题的背景、研究思路、研究方法等内容。第二部分重点介绍了中外合作项目市场营销现状,包括中外合作项目概况、及中外合作项目的市场营销环境、市场营销存在的问题分析等内容。第三部分首先介绍了ZM学院中外合作项目的现状,分析了其近些年的招生情况,提出了其在中外合作项目市场营销中存在的问题,此外还包括不少机构立足于营利举办中外合作办学,于是极度压缩办学成本,导致招生宣传时承诺的办学条件无法兑现,政府部门对中外合作办学的监管不够等情况。第四部分通过对zM学院市场细分及市场选择,尝试为其制定适合自身发展的市场营销策略。第五部分,主要是为了使为zM学院所设计的营销策略能够顺利实施,需要采取的保障措施。通过这些营销策略和保障措施,为ZM学院中外合作项目的发展提供指导。本文的特色及创新之处在于,在国内外研究现状的基础上,借鉴其研究的成功的经验和做法,并结合市场营销策略进行分析,从而在中外合作项目研究中提出相应的营销策略有一定的借鉴意义。本文以理论与实践相结合的观点,结合zM学院中外合作项目的具体情况,探索和形成zM学院中外合作项目教育服务营销新体系,从而提升ZM学院中外合作办学项目的营销竞争力。同时,为发展我国的中外合作办学起到抛砖引玉的作用,并希望对中外合作办学项目在以后的发展中能够有所帮助。
[Abstract]:With the development of education in our country, since the reform and opening up, many foreign educational institutions pay more attention to the education market of our country, and have taken various ways to cooperate with our educational institutions. Hope to get social benefits and economic benefits. Sino-foreign cooperative education is a new mode of education, under the joint action of the marketization of education industry and the internationalization of higher education. In recent years, Chinese-foreign cooperative education with colleges and universities as the main part has developed rapidly. This development not only sends fresh blood for our country's educational progress, but also stimulates the reform of education. Through the nearly 20 years of Sino-foreign cooperation in running schools, China's higher education has made good achievements during this period. At the same time, it has accumulated a lot of experience. Practice shows that to make our higher education become more popular and internationalized, Sino-foreign cooperation in running schools plays an important role. We should also clearly select the country suitable for the development of education in our country to carry out school running cooperation, determine the characteristics of running a school, the characteristics of the specialty, and further improve the marketing practice of the Sino-foreign cooperative school-running project. Based on the theory of marketing strategy, this paper is divided into five parts: the first part is the introduction of the article. The second part focuses on the marketing situation of Sino-foreign cooperative projects, including the general situation of Sino-foreign cooperative projects, and the marketing environment of Sino-foreign cooperative projects. The third part introduces the current situation of ZM Institute's Sino-foreign cooperative projects and analyzes its enrollment in recent years. Put forward its problems in the marketing of Sino-foreign cooperative projects, in addition, there are also many organizations based on profit to run Chinese-foreign cooperative schools, so extremely reduce the cost of running a school. As a result, the school conditions promised by enrollment propaganda can not be fulfilled, and the supervision of Chinese and foreign cooperative schools is not enough by government departments. 4th part through the market segmentation and market selection of ZM colleges. Try to develop a suitable marketing strategy for its own development. 5th part, mainly to enable the design of ZM college marketing strategy can be successfully implemented. Through these marketing strategies and safeguards to provide guidance for the development of ZM Institute Sino-foreign cooperation projects. The characteristics and innovations of this paper are based on the current research situation at home and abroad, the successful experience and practice of its research, and combined with the analysis of marketing strategies. In order to put forward the corresponding marketing strategy in the Sino-foreign cooperative project research has certain reference significance. This article unifies the theory and the practice viewpoint, unifies the ZM college Sino-foreign cooperation project concrete situation. To explore and form a new system of educational service marketing for ZM cooperative projects in order to enhance the marketing competitiveness of ZM Sino-foreign cooperatively-run school projects. In order to develop our country's Sino-foreign cooperative school, it is hoped that it will be helpful to the future development of the Sino-foreign cooperative school-running project.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G648.9

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