泉州公办高职院校营销策略研究

发布时间：2018-12-07 08:09

【摘要】：改革开放以来，泉州高职院校在办学规模和数量等方面都取得了较大的发展，出现了公办高职与民办高职平分秋色的发展格局，为地方经济发展输送了大量的技能型人才。随着海峡西岸经济区建设的深入开展，泉州公办高职院校的发展迎来了机遇和挑战。面对海西战略的更高要求和其他民办高职院校的竞争，及时导入营销策略成为泉州公办高职院校保持竞争优势的重要手段。本文首先对国内外关于学校教育营销理论的研究状况进行了归纳总结；其次，对公办高职和民办高职的定义进行界定，，并阐述两者区别，作为下文论述的基础。通过对泉州几所高职院校进行走访和发放调查问卷，分析总结出目前泉州公办高职院校在发展中存在于办学规模、发展资金、办学思路、师资队伍和社会服务功能等方面的主要问题。特别是在营销方面，突出存在营销意识淡薄、投入经费少、对外宣传方式有限和部分院校开设专业“同质化”的问题。结合当前海峡西岸经济区建设的大背景和4C营销理论，提出了基于海西战略的泉州公办高职院校的营销策略，即“因需施教，各取所需；成本最低，质量最高；方便企业，服务企业；多方沟通，共同获利”。在泉州的公办高职院校中，泉州经贸职业技术学院是较具有代表性的一所，故本文以此作为案例的研究对象。通过调研，分析总结该学院目前存在的主要问题和原因，并结合市场营销的相关理论对该学院可采用的营销策略进行分析，即品牌营销策略、招生营销策略和开展社会培训的营销策略。希望对其他公办高职院校制定营销策略起到一定的借鉴作用，这也正是本文作为应用型论文的创新之处。
[Abstract]:Since the reform and opening up, Quanzhou higher vocational colleges have made great progress in the scale and quantity of running a school. The development pattern of public higher vocational colleges and private higher vocational colleges has emerged, and a large number of skilled talents have been transported for the local economic development. With the development of the economic zone on the west side of the Straits, the development of Quanzhou's public vocational colleges has ushered in opportunities and challenges. In the face of the higher requirements of Hercynian strategy and the competition of other private vocational colleges, timely introduction of marketing strategy has become an important means for Quanzhou public vocational colleges to maintain their competitive advantage. At first, this paper summarizes the research status of school education marketing theory at home and abroad; secondly, defines the definition of public higher vocational education and private higher vocational education, and expounds the difference between them, which is the basis of the following discussion. By visiting and issuing questionnaires to several vocational colleges in Quanzhou, this paper analyzes and summarizes that the development of public vocational colleges in Quanzhou exists in the scale of running a school, the development of funds, and the train of thought of running a school. Teachers and social service function and other major problems. Especially in the aspect of marketing, there are some problems such as weak marketing consciousness, less investment, limited publicity methods and homogenization of some colleges and universities. Based on the background of the current economic zone construction in the west coast of the Straits and the 4C marketing theory, this paper puts forward the marketing strategy of Quanzhou's public vocational colleges based on Hercynian strategy, that is, "take what you need because of teaching, have the lowest cost, and have the highest quality;" Convenient enterprises, service enterprises; multi-party communication, common profit. Among the public vocational colleges in Quanzhou, Quanzhou Institute of Economic and Trade and Vocational Technology is a representative one, so this paper takes it as the case study object. Through investigation and research, this paper analyzes and summarizes the main problems and reasons of the college at present, and analyzes the marketing strategies that can be adopted by the college, that is, the brand marketing strategy, combined with the relevant theories of marketing. Recruit students marketing strategy and carry out social training marketing strategy. It is hoped that it can be used for reference for other public vocational colleges to formulate marketing strategies, which is precisely the innovation of this paper as an applied paper.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G717

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