生源下降背景下我国高校招生营销问题分析

发布时间：2018-01-10 09:23

本文关键词：生源下降背景下我国高校招生营销问题分析　出处：《湘潭大学》2012年硕士论文　论文类型：学位论文

【摘要】：二十一世纪是知识经济的时代，，信息和知识成为了社会发展的主导生产力，知识则变成了一种新的战略性资源，而高等教育在发展知识经济中有着举足轻重的作用。自1978年改革开放以来，我国高等教育事业的发展取得了令世人瞩目的成绩，初步适应了我国国民经济建设和社会发展的需求，并形成了多形式、多层次、多学科门类的高等教育体系。1999年高等教育扩招以来，我国高等教育的规模迅速扩张，同时也带来了高等教育消费的快速增长。由于人口出生近年来的持续下降，自2009年起，高考参考人数就开始逐年下降，并且这个趋势还有不断加快的迹象，有专家研究指出这一下降态势可能延续至2020年左右。然而，高等院校的招生计划依旧在逐年递增。生源数量不断下降和录取比例不断上升之间的矛盾越来越明显，我们不得不担忧高等院校招生数量和生源质量所受到的影响。本文以市场营销、高等教育市场营销和教育经济学相关理论作为基础，结合多种分析方法，通过对我国中长期内适龄人口数量、我国普通高中生源和高考参考人数三个指标的预测、分析，得出中长期内我国高校生源不断下降的趋势，并对其原因进行了分析，接着对我国招生营销的现状和存在的问题进行了讨论，最后阐述了我国高等院校进行招生营销的7Ps策略。本文的创新之处在于：（1）本文通过选定三个指标：适龄人口、普通高中生源和高考参考人数，通过对适龄人口进行中长期的预测和分析，普通高中生源和高考人数近年来的变化分析，从而说明我国中长期内将面临生源问题。（2）本文对高校招生营销进行比较系统的理论研究，并把服务营销的7Ps运用到高校招生营销之中。
[Abstract]:The twenty-first Century is the era of knowledge economy, information and knowledge become the dominant social productivity development, knowledge has become a strategic resource for new, higher education plays an important role in the development of knowledge economy. Since the reform and opening up in 1978, the development of China's higher education has made remarkable achievements initially, to adapt to China's national economic construction and social development needs, and the formation of multi form, multi-level, multi-disciplinary education system.1999 years of higher education enrollment in Higher Education in China, the rapid expansion of the scale, but also brings the rapid growth of higher education consumption due to the continued decline in birth in recent years. Here, since 2009, the college entrance examination reference number began to decline year by year, and this trend has accelerated signs, some experts pointed out that this situation may look down on Until 2020, however, the enrollment plan of colleges and universities is increasing year by year. The contradiction between the declining number of students and the increasing enrollment rate is becoming more and more obvious. We have to worry about the impact of enrollment quantity and quality of college students.
This paper takes marketing theory, marketing of higher education and economics of education as the basis, combined with a variety of analytical methods, based on our long-term school-age population, analysis and forecast, our country's high school students and college entrance examination reference number three indicators, that China's long-term college students continue to decline, and the the reasons are analyzed, then the status quo of China's enrollment marketing and the existing problems are discussed, finally elaborated in China 's universities enrollment marketing strategy of 7Ps.
The innovation of this paper lies in: (1) this paper selected three indicators: school-age population, high school students and college entrance examination reference number, the prediction and analysis of long term of age, high school students and college entrance examination and the number of changes in recent years, analysis, thus that our country will face the problem of students in the long term. (2) in this paper, the theory research on college admissions marketing, service marketing and the 7Ps applied to college enrollment marketing.

【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G647.32

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