XT职业技术学院营销策略研究

发布时间：2018-12-11 18:38

【摘要】：进入新世纪以来，高等职业教育在国家的高度重视下有了飞速的发展，特别是自1999年开始，高等教育开始实行扩招政策，这一政策不仅推动了高等教育的发展速度同时也使高等教育在发展过程中呈现多样化的趋势。作为高等教育的重要组成部分，高职院校也在这一时期获取了高速的发展。高职教育在发展中面临着机遇和挑战并存的境地，一方面是发展的空间得到扩大，另一方面就是越来越多的学校加入到高职教育市场，为了能够在竞争中求得生存和发展，高职院校必须学会运用营销的理念提升自身的竞争力，了解市场，把握企业需求，做好教学定位工作，树立良好的学校品牌，这样才能够实现学校的生存与发展。本文所阐述的XT职业技术学院成立于2001年，同其他学校一样该学校由中专学校升级而来，在比较短的时间中学校就实现了较快的发展。为了谋求更大的发展，该学院还制定了长期的发展规划，设立了未来几年希望达到的目标。虽然湘潭职业技术学院在发展的过程中运用了一定的营销理念和方法，并且取得了一定的成绩，但是同其他院校和其自身制定的目标相比，还存在着一些需要改进的地方，本文以该学院作为主要的研究对象，在相关理论基础上对其进行分析。全文的内容框架一共包含六个部分：第一部分为绪论，主要阐述了本论文的选题背景、意义、国内外的研究综述，，以及本文在研究方法、内容框架上的创新之处。第二部分是教育营销相关的理论综述部分，为了更好的阐述问题，本文列举了相应的营销理论和教育营销方面的理论知识并对其进行评述。第三部分是对湘潭职业技术学院进行环境分析,使用SWOT分析法对湘潭职业技术学院的内部优势、劣势和外部机会、威胁进行综合分析。第四部分结合湘潭职业技术学院的特点提出了基于”7P”营销组合的策略建议。第五部分主要探讨的是营销策略的实施和控制。最后一部分是结论和展望部分，对本文所阐述的主要问题进行整体回顾。
[Abstract]:Since the beginning of the new century, the higher vocational education has developed rapidly under the high attention of the country, especially since 1999, the higher education began to implement the policy of enrollment expansion. This policy not only promotes the development speed of higher education, but also makes higher education present a trend of diversification in the process of development. As an important part of higher education, higher vocational colleges have also achieved high-speed development in this period. Higher vocational education is faced with both opportunities and challenges in its development. On the one hand, the space for development is expanded; on the other hand, more and more schools join the higher vocational education market in order to survive and develop in the competition. Higher vocational colleges must learn to use the concept of marketing to enhance their own competitiveness, understand the market, grasp the needs of enterprises, do a good job of teaching positioning, establish a good school brand, so as to achieve the survival and development of the school. The XT Vocational and Technical College was established in 2001. Like other schools, the school was upgraded from the secondary school. In a relatively short period of time, the school has achieved rapid development. In order to achieve greater development, the school has also drawn up a long-term development plan, setting out the desired goals for the next few years. Although the Xiangtan Vocational and Technical College has applied certain marketing concepts and methods in the process of development, and has made certain achievements, there are still some areas that need to be improved compared with other universities and their own goals. This article takes the college as the main research object, carries on the analysis in the related theory foundation. The content framework of this paper consists of six parts: the first part is the introduction, which mainly describes the background, significance, domestic and foreign research review, as well as the innovation of this paper in the research methods and content framework. The second part is the theoretical summary of educational marketing, in order to better explain the problem, this paper lists the corresponding marketing theory and the theoretical knowledge of educational marketing and comments on it. The third part is the analysis of the environment of Xiangtan Vocational and Technical College, and the comprehensive analysis of the internal strengths, weaknesses, external opportunities and threats of Xiangtan Vocational and Technical College by using SWOT method. In the fourth part, combining the characteristics of Xiangtan Vocational and Technical College, the author puts forward the strategic suggestions based on "7 P" marketing combination. The fifth part mainly discusses the implementation and control of marketing strategy. The last part is the conclusion and outlook part, the main problems described in this paper are reviewed as a whole.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G717-F

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