营销项目化运作在SY学院的应用研究
发布时间：2019-02-28 17:04
【摘要】：本文作者在分析了国内外高等教育营销理论研究现状的基础之上,结合非营利性组织营销的相关管理理论，分析了陕西民办高等教育的现状以及营销项目化运作,以营销项目化运作的方式在SY学院开展了实证研究。在研究的过程中，作者通过市场调查采用数量、对比、及相关分析的方法,分析了SY学院目标消费群体的教育需求偏好，研究和分析了SY学院的教学产品、学费、招生渠道以及学院的促销方式的现状，分析了竞争市场中受本层次学生欢迎的教学产品。结合以上分析，作者提出了相应的营销策略，调整了SY学院的教学产品结构，改善了学院的教学产品的组合方式，优化了学院教学产品，围绕教学产品结构的变化,积极加强学院的师资力量以及相关的教学附加和延伸产品的服务；以成本导向和需求导向的定价方式重新核定了学院的学费收费标准，增加了学院的教学经费的积累，了解了学生渴望得到的经济帮助方式并提出了相应解决问题的办法，缓解了学生就读的经济压力；针对调研结果重新组合了学院的招生渠道模式，减少了渠道冲突，节约了渠道成本；重新确定了促销目标，结合不同的促销目标开展了相应的促销活动。 SY学院通过营销项目化运作的方式及时的缓解了学校面临的压力和矛盾，在生源市场中获得了较好的回报，，同时也提高了学生的满意度。
[Abstract]:On the basis of analyzing the present situation of marketing theory of higher education at home and abroad, combining with the management theory of non-profit organization marketing, the author analyzes the present situation of private higher education in Shaanxi Province and the marketing project operation. An empirical study has been carried out in SY College in the way of marketing project operation. In the course of the research, the author adopts the methods of quantity, comparison and correlation analysis to analyze the educational demand preference of the target consumer groups in SY College, and studies and analyzes the teaching products and tuition fees of SY College. This paper analyzes the current situation of enrollment channels and the promotion methods of colleges, and analyzes the teaching products that are popular with students at this level in the competitive market. Combined with the above analysis, the author puts forward the corresponding marketing strategy, adjusts the teaching product structure of SY College, improves the combination mode of the teaching product, optimizes the teaching product of the college, and revolves around the change of the teaching product structure. Actively strengthen the faculty of the college and related teaching attachment and extension products of the service; The cost-oriented and demand-oriented pricing has re-approved the tuition fees of the College, increased the accumulation of teaching expenses in the College, understood the way students aspire to economic assistance, and proposed appropriate solutions to the problems. Ease the financial pressure of students; According to the research results, this paper recombines the enrollment channel model of the college, reduces channel conflict and saves channel cost, redefines the promotion target, and carries out the corresponding promotion activities in combination with different promotion objectives. Through the marketing project operation, SY College alleviates the pressure and contradiction faced by the school in time, gets a good return in the source market, and improves the satisfaction of the students at the same time.
【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G647
本文编号：2431986
[Abstract]:On the basis of analyzing the present situation of marketing theory of higher education at home and abroad, combining with the management theory of non-profit organization marketing, the author analyzes the present situation of private higher education in Shaanxi Province and the marketing project operation. An empirical study has been carried out in SY College in the way of marketing project operation. In the course of the research, the author adopts the methods of quantity, comparison and correlation analysis to analyze the educational demand preference of the target consumer groups in SY College, and studies and analyzes the teaching products and tuition fees of SY College. This paper analyzes the current situation of enrollment channels and the promotion methods of colleges, and analyzes the teaching products that are popular with students at this level in the competitive market. Combined with the above analysis, the author puts forward the corresponding marketing strategy, adjusts the teaching product structure of SY College, improves the combination mode of the teaching product, optimizes the teaching product of the college, and revolves around the change of the teaching product structure. Actively strengthen the faculty of the college and related teaching attachment and extension products of the service; The cost-oriented and demand-oriented pricing has re-approved the tuition fees of the College, increased the accumulation of teaching expenses in the College, understood the way students aspire to economic assistance, and proposed appropriate solutions to the problems. Ease the financial pressure of students; According to the research results, this paper recombines the enrollment channel model of the college, reduces channel conflict and saves channel cost, redefines the promotion target, and carries out the corresponding promotion activities in combination with different promotion objectives. Through the marketing project operation, SY College alleviates the pressure and contradiction faced by the school in time, gets a good return in the source market, and improves the satisfaction of the students at the same time.
【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G647
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