市场营销策略在高职院校中的应用研究

发布时间：2018-07-28 19:29

【摘要】：在最近二十年来，我国高等职业教育的发展较为迅速，已成为我国高等教育的重要组成部分。但随着本科院校的不断扩招和适龄入学人数的持续减少，高等教育服务市场的生源竞争日趋激烈。高职院校如果想要在当今激烈竞争中生存和发展，就必须在认清当前市场形式和自身特点的基础上制定出适合自身的市场营销策略。目前发达国家对市场营销理论应用早已不仅仅局限于生产领域，像学校、科研院所、医院、慈善机构等非营利性事业组织和其他公共机构由于竞争的不断加剧，也开始使用市场营销理论来指导自己的经营实践活动。而我国非营利组织引入营销理念较晚,特别是高职院校的营销工作基本上还处于探索阶段，存在着许多问题，如培养出的学生不能满足社会需求；不能提供令学生和家长满意的服务；忽视自身内涵和品牌建设等。产生这些问题主要是由于高职院校缺乏市场营销理念所造成的。本文认为，高职院校首先应针对自己所处的宏微观环境与目标顾客——高职生的性格特点及需求进行分析，然后应用服务营销中的7P理论来提升自身的办学服务质量，这些改进主要包括：教学培养模式变为以学生为中心；进一步加强实践教学；完善心理支持辅导体系以及运用恰当的心理干预手段来增强高职生体验；强化服务意识，简化服务流程；采用更加灵活的学费制定方法；通过口碑、校园软硬件展示等方法向学生和家长宣传学校；建立广泛的社会沟通渠道等。总之，应用市场营销策略能够促使高职院校全面提升服务质量，向顾客提供更多价值并提高顾客满意度，从而提升整个社会对高职教育的认可度，最终更好的为社会经济发展服务。
[Abstract]:In the last twenty years, higher vocational education in China has developed rapidly and has become an important part of higher education in China. However, with the continuous expansion of college enrollment and the continuous decrease in the number of school-age students, the higher education service market is increasingly competitive. If higher vocational colleges want to survive and develop in today's fierce competition, they must work out their own marketing strategies on the basis of recognizing the current market form and their own characteristics. At present, the application of marketing theory in developed countries has not only been confined to the field of production, such as schools, scientific research institutes, hospitals, charities and other non-profit institutions and other public institutions because of the increasing competition. Also began to use marketing theory to guide their business practice. But the non-profit organization of our country introduces the marketing idea later, especially the marketing work of the higher vocational college is still basically in the exploration stage, there are many problems, such as the students can not meet the needs of the society; Unable to provide satisfactory services to students and parents, neglecting their own connotation and brand building. These problems are mainly caused by the lack of marketing concept in higher vocational colleges. This paper holds that higher vocational colleges should first analyze their macro and micro environment and the personality and needs of their target customers-then apply the 7p theory in service marketing to improve their school running service quality. These improvements mainly include: changing the teaching training model to student-centered; further strengthening the practical teaching; perfecting the psychological support and guidance system and using appropriate psychological intervention to enhance the experience of higher vocational students; strengthening the sense of service. Simplify the service flow; adopt more flexible methods of determining tuition fees; publicize the school to students and parents through word-of-mouth, software and hardware display on campus, and establish a wide range of social communication channels. In a word, the application of marketing strategy can promote higher vocational colleges to improve service quality, provide more value to customers and improve customer satisfaction, so as to promote the recognition of higher vocational education in the whole society. Finally, better serve for social and economic development.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;G718.5

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