BS大学继续教育学院差异化营销策略研究

发布时间：2018-10-09 11:57

【摘要】：近年来,我国继续教育取得了快速发展,已经成为我国高等教育事业的重要补充部分。同时,由于高等教育适龄人口逐年下降、公办高校扩招、独立学院的设立、国外教育机构来华招生等原因,导致高等教育生源市场竞争日益激烈,在此背景下,教育营销策略已被高校运营者广泛应用,但目前各院校招生营销依然存在诸多问题,高等教育的营销观念和营销手段都有极大的提升空间。本文以民办独立院校BS大学下设的二级学院继续教育学院为研究对象,通过文献研究、访谈调查,借鉴营销理论,并引入市场营销的理念与解决问题的模式,为高等教育持续发展逐步建立起内部符合规律、外部适应社会发展需要的竞争机制。文章首先对研究的背景、目的和意义、研究内容和方法进行了简单介绍,然后以市场营销和教育营销理论作为指导,分析和介绍了国内外教育营销研究和实践的发展现状,介绍BS大学继续教育学院招生环境及招生现状,利用市场营销理论对BS大学继续教育学院招生过程进行分析与研究,并从如何实现差异化营销的基础上提出了优化策略。文章的创作的价值主要在于研究结果的实用性,本文的研究结论将应用于笔者的实际工作中去,对BS大学继续教育学院的招生营销工作做出具体指导,同时也能对其他民办高校、继续教育学院、培训机构的招生营销工作提供-定的参考。
[Abstract]:In recent years, China's continuing education has made rapid development, has become an important supplementary part of our higher education. At the same time, due to the decline of the population of the appropriate age of higher education year by year, the expansion of public universities, the establishment of independent colleges and the enrollment of foreign educational institutions in China, the market competition for higher education students is becoming increasingly fierce. In this context, Educational marketing strategy has been widely used by university operators, but at present, there are still many problems in enrollment marketing of colleges and universities, and the marketing concept and means of higher education have great room for improvement. This paper takes the secondary college of continuing education, which is set up under BS University, as the research object, through literature research, interview and investigation, draws lessons from the marketing theory, and introduces the idea of marketing and the mode of solving problems. For the sustainable development of higher education, we should gradually establish a competitive mechanism which conforms to the law internally and adapts to the needs of social development. This paper first introduces the background, purpose and significance of the research, the contents and methods of the research, and then, under the guidance of marketing and educational marketing theory, analyzes and introduces the development status of educational marketing research and practice at home and abroad. This paper introduces the enrollment environment and current situation of BS University College of continuing Education, analyzes and studies the enrollment process of the College of continuing Education of BS University by means of marketing theory, and puts forward the optimization strategy on the basis of how to realize differential marketing. The value of the creation of the article mainly lies in the practicability of the research results. The conclusions of this paper will be applied to the author's practical work to make concrete guidance for the enrollment and marketing work of the BS University College of continuing Education. At the same time, it can also provide a definite reference for the recruitment and marketing work of other private colleges, continuing education colleges and training institutions.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G724

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