本文關(guān)鍵詞： 教育營銷 中外合作辦學(xué) ZM學(xué)院　出處：《安徽大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國教育的發(fā)展,改革開放以來,國外的很多教育機構(gòu)不斷的重視我國的教育市場,采取了多種方式與我國教育機構(gòu)進行大力合作,希望能夠得到社會的效益和經(jīng)濟利益。中外合作辦學(xué)是教育的新型辦學(xué)方式,在教育產(chǎn)業(yè)市場化和的高等教育國際化共同作用下,以高校為主的中外合作辦學(xué)在近年來更是得到了迅速發(fā)展。這種發(fā)展方式不但為我們國家的教育進步輸送新鮮血液,也為如何刺激教育的改革,不斷提高學(xué)生的知識層面和學(xué)習(xí)多元文化理念方面作出了貢獻。通過近20年的中外合作辦學(xué),使我國的高等教育在此期間取得了良好的成績,同時也積累了很多的經(jīng)驗。實踐表明,要使我國高等教育走向大眾化和國際化,中外合作辦學(xué)有著重要的作用。此外,我們也要明確的選擇適合我國教育發(fā)展的國家進行辦學(xué)合作,確定辦學(xué)的特點,專業(yè)的特色,進一步的完善中外合作辦學(xué)項目的營銷實踐。 本文以營銷策略相關(guān)理論為基礎(chǔ),采用文獻和案例相結(jié)合的方法,共分為五部分：第一部分是文章的引言。介紹了本文選題的背景、研究思路、研究方法等內(nèi)容。第二部分重點介紹了中外合作項目市場營銷現(xiàn)狀,包括中外合作項目概況、及中外合作項目的市場營銷環(huán)境、市場營銷存在的問題分析等內(nèi)容。第三部分首先介紹了ZM學(xué)院中外合作項目的現(xiàn)狀,分析了其近些年的招生情況,提出了其在中外合作項目市場營銷中存在的問題,此外還包括不少機構(gòu)立足于營利舉辦中外合作辦學(xué),于是極度壓縮辦學(xué)成本,導(dǎo)致招生宣傳時承諾的辦學(xué)條件無法兌現(xiàn),政府部門對中外合作辦學(xué)的監(jiān)管不夠等情況。第四部分通過對zM學(xué)院市場細分及市場選擇,嘗試為其制定適合自身發(fā)展的市場營銷策略。第五部分,主要是為了使為zM學(xué)院所設(shè)計的營銷策略能夠順利實施,需要采取的保障措施。通過這些營銷策略和保障措施,為ZM學(xué)院中外合作項目的發(fā)展提供指導(dǎo)。 本文的特色及創(chuàng)新之處在于,在國內(nèi)外研究現(xiàn)狀的基礎(chǔ)上,借鑒其研究的成功的經(jīng)驗和做法,并結(jié)合市場營銷策略進行分析,從而在中外合作項目研究中提出相應(yīng)的營銷策略有一定的借鑒意義。本文以理論與實踐相結(jié)合的觀點,結(jié)合zM學(xué)院中外合作項目的具體情況,探索和形成zM學(xué)院中外合作項目教育服務(wù)營銷新體系,從而提升ZM學(xué)院中外合作辦學(xué)項目的營銷競爭力。同時,為發(fā)展我國的中外合作辦學(xué)起到拋磚引玉的作用,并希望對中外合作辦學(xué)項目在以后的發(fā)展中能夠有所幫助。
[Abstract]:With the development of education in our country, since the reform and opening up, many foreign educational institutions pay more attention to the education market of our country, and have taken various ways to cooperate with our educational institutions. Hope to get social benefits and economic benefits. Sino-foreign cooperative education is a new mode of education, under the joint action of the marketization of education industry and the internationalization of higher education. In recent years, Chinese-foreign cooperative education with colleges and universities as the main part has developed rapidly. This development not only sends fresh blood for our country's educational progress, but also stimulates the reform of education. Through the nearly 20 years of Sino-foreign cooperation in running schools, China's higher education has made good achievements during this period. At the same time, it has accumulated a lot of experience. Practice shows that to make our higher education become more popular and internationalized, Sino-foreign cooperation in running schools plays an important role. We should also clearly select the country suitable for the development of education in our country to carry out school running cooperation, determine the characteristics of running a school, the characteristics of the specialty, and further improve the marketing practice of the Sino-foreign cooperative school-running project. Based on the theory of marketing strategy, this paper is divided into five parts: the first part is the introduction of the article. The second part focuses on the marketing situation of Sino-foreign cooperative projects, including the general situation of Sino-foreign cooperative projects, and the marketing environment of Sino-foreign cooperative projects. The third part introduces the current situation of ZM Institute's Sino-foreign cooperative projects and analyzes its enrollment in recent years. Put forward its problems in the marketing of Sino-foreign cooperative projects, in addition, there are also many organizations based on profit to run Chinese-foreign cooperative schools, so extremely reduce the cost of running a school. As a result, the school conditions promised by enrollment propaganda can not be fulfilled, and the supervision of Chinese and foreign cooperative schools is not enough by government departments. 4th part through the market segmentation and market selection of ZM colleges. Try to develop a suitable marketing strategy for its own development. 5th part, mainly to enable the design of ZM college marketing strategy can be successfully implemented. Through these marketing strategies and safeguards to provide guidance for the development of ZM Institute Sino-foreign cooperation projects. The characteristics and innovations of this paper are based on the current research situation at home and abroad, the successful experience and practice of its research, and combined with the analysis of marketing strategies. In order to put forward the corresponding marketing strategy in the Sino-foreign cooperative project research has certain reference significance. This article unifies the theory and the practice viewpoint, unifies the ZM college Sino-foreign cooperation project concrete situation. To explore and form a new system of educational service marketing for ZM cooperative projects in order to enhance the marketing competitiveness of ZM Sino-foreign cooperatively-run school projects. In order to develop our country's Sino-foreign cooperative school, it is hoped that it will be helpful to the future development of the Sino-foreign cooperative school-running project.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G648.9

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