大连东方学院学历教育机构营销策略研究
发布时间：2019-03-28 15:34
【摘要】：随着社会的发展,高等教育逐渐在我国普及起来。国家在1999年开始高校不断扩招,同时政策环境也在为民办教育的发展提供了好的生存土壤。但是由于更多竞争对手的存在,使得民办学校发展状况愈加困难。为了更好的生存下去,必须对自身的内外部环境进行全面科学的分析,制定适合的教育机构营销策略。在教育领域提出教育机构营销的观点和策略,目的就是为了在传统的市场营销的角度和立场,遵循学历教育的特定规律,引导教育领域的全新的营销理念和思路。同时增加民办教育的核心竞争力,使得民办学校在竞争日益加剧的今天能够更好的生存发展,为社会培养更多的人才。本文以大连东方学院为例,对民办教育机构营销策略进行深入的分析和实践。论文首选介绍了选题背景与意义,概述了国内外教育机构营销的历史和现状,整理了研究的思路和内容；然后介绍了营销、教育机构营销和学历教育的概述,同时研究了六个教育营销理论和SWOT分析法,用于对后面实际案例分析提供理论基础；接着以东方学院为例,对学院的发展过程进行了详细说明,通过对内部环境、宏观环境和竞争环境分析,运用科学方法得到学院优势、劣势、机会和外部威胁,通过表格的形式表现出来,以便更好的对其进行营销策略指导；在此基础上对学院的营销策略进行分析修正,分别对品牌营销策略、内部营销策略、服务营销策略、关系营销策略、渠道营销策略和新型数字营销策略进行分别阐述,并综合运用各种营销策略进行组合,作为大连东方学院特有的营销模式,总结其成功之处；最后对整个发展过程中的营销策略进行总结、发现问题和不足,并对未来进行展望。
[Abstract]:With the development of society, higher education is becoming more and more popular in our country. Since 1999, our country has been expanding the enrollment of colleges and universities. At the same time, the policy environment is also providing a good survival soil for the development of private education. However, due to the existence of more competitors, the development of private schools is becoming more and more difficult. In order to survive better, it is necessary to make a comprehensive and scientific analysis of its own internal and external environment, and formulate suitable marketing strategies for educational institutions. To put forward the viewpoint and strategy of educational institution marketing in the field of education, the purpose is to follow the special law of educational education and guide the brand-new marketing idea and train of thought in the field of education in the traditional marketing angle and stand. At the same time, to increase the core competitiveness of private education, private schools in the increasingly fierce competition today can better survival and development, for the training of more talents for the society. Taking Dalian Oriental College as an example, this paper makes an in-depth analysis and practice on the marketing strategy of non-governmental educational institutions. The paper first introduces the background and significance of the topic, summarizes the history and current situation of the marketing of educational institutions at home and abroad, and sorts out the ideas and contents of the research. Then introduced the marketing, educational institutions marketing and educational education overview, at the same time studied six educational marketing theory and SWOT analysis method, used to provide the theoretical basis for the following practical case analysis; Then, taking the oriental college as an example, the development process of the college is explained in detail. By analyzing the internal environment, macro-environment and competitive environment, the advantages, disadvantages, opportunities and external threats of the college are obtained by using scientific methods. Through the form of the table, in order to better marketing strategy guidance; On this basis, the college's marketing strategy is analyzed and revised, and the brand marketing strategy, the internal marketing strategy, the service marketing strategy, the relationship marketing strategy, the channel marketing strategy and the new digital marketing strategy are expounded respectively. And comprehensive use of a variety of marketing strategies to combine, as a unique marketing model of Dalian Oriental College, summed up its success; Finally, this paper summarizes the marketing strategy in the whole development process, finds the problems and deficiencies, and looks forward to the future.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G648.7
本文编号：2449001
[Abstract]:With the development of society, higher education is becoming more and more popular in our country. Since 1999, our country has been expanding the enrollment of colleges and universities. At the same time, the policy environment is also providing a good survival soil for the development of private education. However, due to the existence of more competitors, the development of private schools is becoming more and more difficult. In order to survive better, it is necessary to make a comprehensive and scientific analysis of its own internal and external environment, and formulate suitable marketing strategies for educational institutions. To put forward the viewpoint and strategy of educational institution marketing in the field of education, the purpose is to follow the special law of educational education and guide the brand-new marketing idea and train of thought in the field of education in the traditional marketing angle and stand. At the same time, to increase the core competitiveness of private education, private schools in the increasingly fierce competition today can better survival and development, for the training of more talents for the society. Taking Dalian Oriental College as an example, this paper makes an in-depth analysis and practice on the marketing strategy of non-governmental educational institutions. The paper first introduces the background and significance of the topic, summarizes the history and current situation of the marketing of educational institutions at home and abroad, and sorts out the ideas and contents of the research. Then introduced the marketing, educational institutions marketing and educational education overview, at the same time studied six educational marketing theory and SWOT analysis method, used to provide the theoretical basis for the following practical case analysis; Then, taking the oriental college as an example, the development process of the college is explained in detail. By analyzing the internal environment, macro-environment and competitive environment, the advantages, disadvantages, opportunities and external threats of the college are obtained by using scientific methods. Through the form of the table, in order to better marketing strategy guidance; On this basis, the college's marketing strategy is analyzed and revised, and the brand marketing strategy, the internal marketing strategy, the service marketing strategy, the relationship marketing strategy, the channel marketing strategy and the new digital marketing strategy are expounded respectively. And comprehensive use of a variety of marketing strategies to combine, as a unique marketing model of Dalian Oriental College, summed up its success; Finally, this paper summarizes the marketing strategy in the whole development process, finds the problems and deficiencies, and looks forward to the future.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G648.7
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相关期刊论文 前4条
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