H职业学院的营销策略研究

发布时间：2018-08-11 20:52

【摘要】：近年来,随着高校不断扩招和生源逐年萎缩,高等教育服务市场的竞争日趋激烈,高职院校要想在竞争中生存发展下去,必须引入教育营销理念,在对自身内外部环境分析的基础上,制定出适合自身发展的教育营销策略。在高职教育领域提出教育营销的观点及策略,旨在遵循高职教育规律的基础上,通过引进教育营销理念,从市场营销的观点出发,对高职院校的教育营销问题进行思考和分析,逐步建立对内符合教育规律,对外能更好的满足市场需求的竞争机制,以此来培育高职院校核心竞争力。本文以高职院校——H职业学院为研究客体,坚持理论结合实际的原则,综合运用了理论研究、定性研究、比较分析等多种研究方法对高职院校实施教育营销策略进行了深入探讨。文章以服务营销、内部营销、顾客满意等理论为基础,通过对H职业学院营销状况的研究,探讨了在竞争日趋激烈的市场环境下,高职院校树立市场营销观念的重要性,以及在实践中应选择怎样的营销组合策略。提出了教育营销应该从4P增加到7P,将教育营销相关理论和7P要素进行综合考虑,从-个新的视角研究H职业学院的营销策略,为高职院校能够更好的运用教育营销提供了借鉴,具有重要的实践意义。论文首先介绍了选题背景、意义、研究方法以及论文的创新点；然后介绍了与教育营销密切相关的营销理论；接着对H职业学院的营销环境进行了分析,总结H职业学院面临的优势、劣势、机会和威胁；在此基础上,论文对H职业学院的营销现状进行分析,总结该院在发展中存在的不足之处；最后,论文从营销创新的视角为H职业学院的教育营销组合策略提出了优化建议和措施。本文认为,H职业学院的营销管理应基于自身的实际情况,结合区域经济发展特点,将专业设置与市场需求紧密结合,才能在竞争中取得优势。
[Abstract]:In recent years, with the continuous expansion of college enrollment and shrinking of students, the competition in higher education service market is becoming increasingly fierce. In order to survive and develop in the competition, higher vocational colleges must introduce the concept of educational marketing, and on the basis of the analysis of their own internal and external environment, formulate appropriate educational marketing strategies for their own development.
On the basis of following the law of higher vocational education and introducing the concept of educational marketing and starting from the point of view of marketing, this paper puts forward the viewpoints and Strategies of educational marketing in the field of Higher Vocational education, aiming at thinking and analyzing the problems of educational marketing in Higher Vocational colleges, and gradually establishing a system that conforms to the law of education internally and can better meet the market demand externally. Competition mechanism, in order to foster core competitiveness of higher vocational colleges.
This paper takes H Vocational College as the research object, adheres to the principle of combining theory with practice, comprehensively uses theoretical research, qualitative research, comparative analysis and other research methods to carry out educational marketing strategy in Higher Vocational colleges. This paper studies the marketing situation of H Vocational College, discusses the importance of setting up the marketing concept in Higher Vocational Colleges under the increasingly competitive market environment, and what kind of marketing mix strategy should be chosen in practice. It is of great practical significance to study the marketing strategy of H Vocational College from a new perspective for higher vocational colleges to make better use of educational marketing.
Firstly, this paper introduces the background, significance, research methods and innovation of the thesis; secondly, it introduces the marketing theory closely related to educational marketing; secondly, it analyzes the marketing environment of H vocational college, summarizes the strengths, weaknesses, opportunities and threats faced by H vocational college; on this basis, the paper discusses the management of H vocational college. Finally, from the perspective of marketing innovation, the paper puts forward some suggestions and measures to optimize the educational marketing mix strategy of H vocational college.
This paper holds that the marketing management of H Vocational College should be based on its own actual situation, combined with the characteristics of regional economic development, and closely combine the specialty settings with market demand in order to gain an advantage in competition.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G718.5

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