基于高校品牌建设发展模型的JM职业技术学院营销策略设计

发布时间：2018-01-31 02:39

本文关键词： 高职高专品牌理论营销策略　出处：《广西大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国经济经历了多年的高速稳定增长,传统的劳动密集型产业已经无法为经济增长带来更多动力,以资本密集型产业大规模出现为标识的中国产业升级时代已经到来,各行各业需要大量具备良好素养的专业技术人员。作为人才发展战略当中的必不可少的环节——高职高专教育在此承担了提高高等教育人口比例与培育产业工人的重担。中国在进入21世纪后放宽高职高专院校办学条件、降低准入门槛、鼓励私营资本进入,各地涌现出许多规模各异的高职高专学校,使得各地高职院校数量猛增。由此带来激烈的市场竞争,这些院校面临着适龄人口减少,招生困难的现状,并各自为战,努力建立院校在社会的品牌影响力及积极获取市场中的优势地位。本文以JM职业技术学院为样本研究对象,在分析国内、区内行业背景情况下,深入解析现阶段下JM学院的竞争策略取向。在研究JM职业技术学院多年数据的基础上,根据其现有资源和竞争地位,通过SWOT分析,基于品牌发展阶段模型,得出了该学院在不同品牌建设阶段,通过差异化的品牌营销策略来实现自身远期发展战略的结论。在品牌相关理论的指导下,JM职业技术学院将进一步明确办学定位,集中有限资源优先发展具备相对优势的财会管理类专业。与此同时,转变思维模式,加大宣传力度,提高营销资金投入,以差异化的专业优势服务于广西区位经济发展,培育富有特色的学校品牌。本文通过JM学院品牌营销策略的实例研究,希望能为地方性高职高专办学提供新思路,对高职高专院校可持续发展尽绵薄之力。
[Abstract]:China's economy has experienced many years of rapid and stable growth, the traditional labor-intensive industries have been unable to bring more impetus to economic growth. The era of industrial upgrading in China, marked by the large-scale emergence of capital-intensive industries, has arrived. A large number of professional and technical personnel with good qualities are needed in various industries. As an indispensable link in the talent development strategy, higher vocational and technical education undertakes to raise the proportion of the population in higher education and to cultivate industrial workers. In 21th century, China relaxed the conditions for running higher vocational colleges. By lowering the entry threshold and encouraging the private capital to enter, many vocational and technical colleges of different scales have emerged, which makes the number of higher vocational colleges increase rapidly, which brings fierce market competition. These colleges are faced with the current situation of population reduction and enrollment difficulties, and strive to establish their own brand influence in the society and actively obtain the dominant position in the market. In this paper, JM Vocational and Technical College as a sample research object, in the analysis of domestic, regional industry background. On the basis of studying the data of JM vocational and technical college for many years, according to its existing resources and competitive position, this paper analyzes the competitive strategy of JM college by SWOT. Based on the brand development stage model, this paper draws the conclusion that the college realizes its own long-term development strategy through the differentiated brand marketing strategy in different brand construction stages. Under the guidance of brand related theory, JM Vocational and Technical College will further define the orientation of running a school, concentrate limited resources to give priority to the development of financial accounting management majors with comparative advantages. At the same time, change the thinking mode. Increase publicity, improve marketing investment, with differentiated professional advantages to serve the economic development of Guangxi, cultivate the school brand with characteristics. This paper through the JM College brand marketing strategy of the case study. It is hoped that it can provide new ideas for local higher vocational colleges and universities, and contribute to the sustainable development of higher vocational colleges.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G719.2-F

【相似文献】