QZ烟草中专学校服务营销策略研究
发布时间：2018-09-13 07:57
【摘要】：《国家中长期教育改革和发展规划纲要(2010-2020年)》指出：“发展职业教育是推动经济发展、促进就业和改善民生和解决“三农”问题的重要途径,是解决劳动力供给与需求矛盾的重要的途径,所以发展职业教育必须摆在突出的位置。”职业教育需要以市场为导向,适应社会需求,培养学生的道德素养、知识水平、技术技能、就业能力和创业能力。职业教育的发展需要适应社会经济的不断发展,需要跟随社会产业的结构布局进行相应的改变,实行终身教育,形成现代化的职业教育体系,满足社会大众享受继续教育的需求,创造出高素质的员工队伍,满足社会需要。 近年来,政府及教育、劳动主管部门对职业教育的发展更加重视,但社会上受“唯学历论”的影响,对职业教育造成了一定程度的忽视。由于中国教育资源的不合理分配,投入到职业教育的资金不够,希望上职业学校的学生人数少,学生缺乏社会和企业的认可,这造成在中国的人才结构的不合理。现在大学毕业生的就业越来越困难,而拥有技术的人才仍然相对缺乏。 纵观国内外的形势,职业教育意义重大。对中国而言,最为迫切的是,要建设具有中国特色的现代职业教育体系。 QZ烟草中专学校是一所隶属于山东烟草专卖局(公司)的中等职业学校,兼有普通中专学生培养和烟草职工培训的双重任务。目前尽管呈现出较好的发展态势,但也面临着一系列的挑战,如生源与就业问题、市场营销理念以及社会评价等诸多问题,在此环境下,如何保障中等职业的可持续发展,扩大学校的影响,争取更多更优的生源,保证就业率,业已成为摆在QZ烟草中专学校面前最重要的任务。而基于QZ烟草中专学校正处于从传统体制到市场化运营的转型过程中,尽快提升服务营销理念与服务营销能力成为其中的关键要素之一。 对中国而言,最为迫切的是,要建设具有中国特色的现代职业教育体系。论文通过剖析QZ烟草中专学校宣传、招生、教学、管理和就业各方面,发现其工作中的创新点和存在的问题,针对创新点,发扬广大,针对存在的问题,提出合理化的建议,提倡教育也是一种服务,应该采用服务营销的理念看待教育,对外加强外部营销,通过各种方式宣传学校,形成学校的品牌竞争优势；对内加强内部营销,调动全体教职工的积极性、主动性、创造性；注重交互营销,加强和学生、家庭的双向交流,使三方有效沟通。通过这些措施,使服务营销在QZ烟草中专学校的工作中贯彻始终,使QZ烟草中专学校在当前激烈的职业学校竞争中得以生存与发展。
[Abstract]:The outline of the National medium- and Long-Term Education Reform and Development Plan (2010-2020) points out: "developing vocational education is an important way to promote economic development, promote employment, improve people's livelihood, and solve the" three rural "problems. It is an important way to solve the contradiction between labor supply and demand, so the development of vocational education must be placed in a prominent position. " Vocational education needs to be market-oriented, adapt to the needs of society, and cultivate students' moral literacy, knowledge level, technical skills, employment ability and entrepreneurial ability. The development of vocational education needs to adapt to the continuous development of social economy, to follow the structure of social industry to make corresponding changes, to implement lifelong education, and to form a modern vocational education system. To meet the needs of the public to enjoy continuing education, to create a high-quality workforce, to meet the needs of society. In recent years, the government, education and labor departments pay more attention to the development of vocational education, but the society is influenced by the theory of academic qualifications, which has caused a certain degree of neglect to vocational education. Due to the unreasonable allocation of educational resources in China, the insufficient funds invested in vocational education, the small number of students who hope to go to vocational schools, and the lack of social and enterprise recognition of students, which result in unreasonable talent structure in China. College graduates are finding it increasingly difficult to find jobs, and skilled people are still relatively scarce. Throughout the situation at home and abroad, vocational education is of great significance. For China, it is most urgent to build a modern vocational education system with Chinese characteristics. QZ Tobacco Secondary School is a secondary vocational school affiliated to Shandong Tobacco Monopoly Bureau. Both general secondary school students training and tobacco staff training dual tasks. At present, although there is a good development trend, there are also a series of challenges, such as the source of students and employment, marketing concept and social evaluation, etc. In this environment, how to ensure the sustainable development of secondary occupations, Expanding the influence of schools, striving for more and better student resources and ensuring employment rate have become the most important task in front of QZ tobacco secondary schools. The tobacco secondary school based on QZ is in the process of transforming from traditional system to market-oriented operation. It is one of the key elements to improve the service marketing concept and service marketing ability as soon as possible. For China, the most urgent is to build a modern vocational education system with Chinese characteristics. By analyzing the propaganda, enrollment, teaching, management and employment of QZ tobacco secondary school, the paper finds out the innovation points and existing problems in its work, and puts forward some reasonable suggestions in view of the innovation points, carrying forward the vast number of innovation points, and aiming at the existing problems. Promoting education is also a kind of service. We should adopt the concept of service marketing to treat education, strengthen external marketing, propagate schools in various ways, form the competitive advantage of schools' brands, strengthen internal marketing, Arouse the enthusiasm, initiative and creativity of all teaching staff, pay attention to interactive marketing, strengthen the two-way communication with students and families, and make the three parties communicate effectively. Through these measures, the service marketing in the work of QZ tobacco secondary schools throughout, so that the QZ tobacco secondary schools in the current fierce vocational school competition can survive and develop.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G717;F274
本文编号：2240538
[Abstract]:The outline of the National medium- and Long-Term Education Reform and Development Plan (2010-2020) points out: "developing vocational education is an important way to promote economic development, promote employment, improve people's livelihood, and solve the" three rural "problems. It is an important way to solve the contradiction between labor supply and demand, so the development of vocational education must be placed in a prominent position. " Vocational education needs to be market-oriented, adapt to the needs of society, and cultivate students' moral literacy, knowledge level, technical skills, employment ability and entrepreneurial ability. The development of vocational education needs to adapt to the continuous development of social economy, to follow the structure of social industry to make corresponding changes, to implement lifelong education, and to form a modern vocational education system. To meet the needs of the public to enjoy continuing education, to create a high-quality workforce, to meet the needs of society. In recent years, the government, education and labor departments pay more attention to the development of vocational education, but the society is influenced by the theory of academic qualifications, which has caused a certain degree of neglect to vocational education. Due to the unreasonable allocation of educational resources in China, the insufficient funds invested in vocational education, the small number of students who hope to go to vocational schools, and the lack of social and enterprise recognition of students, which result in unreasonable talent structure in China. College graduates are finding it increasingly difficult to find jobs, and skilled people are still relatively scarce. Throughout the situation at home and abroad, vocational education is of great significance. For China, it is most urgent to build a modern vocational education system with Chinese characteristics. QZ Tobacco Secondary School is a secondary vocational school affiliated to Shandong Tobacco Monopoly Bureau. Both general secondary school students training and tobacco staff training dual tasks. At present, although there is a good development trend, there are also a series of challenges, such as the source of students and employment, marketing concept and social evaluation, etc. In this environment, how to ensure the sustainable development of secondary occupations, Expanding the influence of schools, striving for more and better student resources and ensuring employment rate have become the most important task in front of QZ tobacco secondary schools. The tobacco secondary school based on QZ is in the process of transforming from traditional system to market-oriented operation. It is one of the key elements to improve the service marketing concept and service marketing ability as soon as possible. For China, the most urgent is to build a modern vocational education system with Chinese characteristics. By analyzing the propaganda, enrollment, teaching, management and employment of QZ tobacco secondary school, the paper finds out the innovation points and existing problems in its work, and puts forward some reasonable suggestions in view of the innovation points, carrying forward the vast number of innovation points, and aiming at the existing problems. Promoting education is also a kind of service. We should adopt the concept of service marketing to treat education, strengthen external marketing, propagate schools in various ways, form the competitive advantage of schools' brands, strengthen internal marketing, Arouse the enthusiasm, initiative and creativity of all teaching staff, pay attention to interactive marketing, strengthen the two-way communication with students and families, and make the three parties communicate effectively. Through these measures, the service marketing in the work of QZ tobacco secondary schools throughout, so that the QZ tobacco secondary schools in the current fierce vocational school competition can survive and develop.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G717;F274
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