现代营销理念在大学教育管理中的应用研究

发布时间：2018-12-14 00:00

【摘要】：大学教育的作用是为国家培养高素质人才、更新知识和科技创新,是教育振兴的主要阵地。在我国全面实施“科教兴国”战略和加快社会主义现代化建设的社会背景下,大学教育在社会发展中起到了越来越重要的作用。大学教育事业需要不断发展。其蓬勃发展,离不开教育管理水平的提高。因此,大学教育管理工作需要与时俱进,不断提高。而且,教育管理活动自身是一项包含了多种因素的、复杂的社会活动,这就需要更加科学、合理的理念和思维指导具体的行为活动。品牌营销、社会营销、关系营销等都是近年来深受企业关注的营销模式,通过分析概括,本文总结了现代营销理念具有：“以人为本”、以服务导向、以关系导向、以责任导向和以品牌导向等若干特征。而近年来,大学教育问题备受关注,需要大力提高教育质量,确保为社会培养高素质的人才。大学教育管理作为大学教育的实践手段,更需要更新理念和思维。“以人为本”的管理理念,将学生作为服务对象的意识,建立大学品牌等理念的更新,从而提高教育质量等构想必将对大学教育管理的提高起到推动作用。本论文共分为六章,第一章是绪论部分,主要阐述了本文的选题背景、研究的意义、国内外相关的研究动态、研究的思路和研究的方法；第二章是理论基础部分,分为两部分,内容分别介绍本文要采用的现代营销理念和大学教育管理的概述；第三章论述教育管理理念更新的必要性问题；第四章将现代营销理念应用在大学教育管理中的可行性分析；第五章是对现代营销理念应用在大学教育管理中的具体措施；第六章是将现代营销理念引入大学教育管理应把握的原则和未来展望。以上章节层层递进,逐步深入,充分表达了本文对大学教育管理的看法和信念。
[Abstract]:The role of university education is to train high quality talents, update knowledge and scientific and technological innovation, and is the main position of education revitalization. Under the social background of implementing the strategy of "rejuvenating the country through science and education" and speeding up the construction of socialist modernization, university education plays a more and more important role in the social development. The cause of university education needs continuous development. Its vigorous development can not do without the improvement of educational management level. Therefore, the work of university education management needs to keep pace with the times and improve continuously. Moreover, the educational management activity itself is a complex social activity which contains many factors, which requires more scientific, reasonable ideas and thinking to guide the concrete behavior activities. Brand marketing, social marketing, relationship marketing and so on are the marketing models which have been paid close attention to by enterprises in recent years. Through analysis and generalization, this paper summarizes the modern marketing concepts: "people-oriented", "service-oriented", "relationship-oriented", and so on. Some characteristics such as responsibility-oriented and brand-oriented. In recent years, the problem of university education has attracted much attention, so it is necessary to improve the quality of education and ensure the cultivation of high quality talents for the society. As a practical means of university education, university education management needs to renew its ideas and thinking. The idea of "people-oriented" management, the consciousness of taking students as the object of service, the renewal of the idea of establishing university brand, and the idea of improving the quality of education will certainly promote the improvement of university education management. This paper is divided into six chapters, the first chapter is the introduction part, mainly elaborated this topic background, the research significance, the domestic and foreign related research trends, the research thought and the research method; The second chapter is the theoretical foundation part, which is divided into two parts, the content respectively introduces the modern marketing concept and the university education management to be adopted in this article, the third chapter discusses the necessity question of the education management idea renewal; The fourth chapter analyzes the feasibility of applying the modern marketing concept to the university education management, the fifth chapter is the concrete measure of the application of the modern marketing idea in the university education management. The sixth chapter is to introduce the modern marketing concept into the university education management should grasp the principles and prospects for the future. The above chapters, step by step and deeper, fully express the views and beliefs of this paper on the management of college education.
【学位授予单位】：西安工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G647

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