【摘要】：進(jìn)入新世紀(jì)以來，高等職業(yè)教育在國(guó)家的高度重視下有了飛速的發(fā)展，特別是自1999年開始，高等教育開始實(shí)行擴(kuò)招政策，這一政策不僅推動(dòng)了高等教育的發(fā)展速度同時(shí)也使高等教育在發(fā)展過程中呈現(xiàn)多樣化的趨勢(shì)。作為高等教育的重要組成部分，高職院校也在這一時(shí)期獲取了高速的發(fā)展。高職教育在發(fā)展中面臨著機(jī)遇和挑戰(zhàn)并存的境地，一方面是發(fā)展的空間得到擴(kuò)大，另一方面就是越來越多的學(xué)校加入到高職教育市場(chǎng)，為了能夠在競(jìng)爭(zhēng)中求得生存和發(fā)展，高職院校必須學(xué)會(huì)運(yùn)用營(yíng)銷的理念提升自身的競(jìng)爭(zhēng)力，了解市場(chǎng)，把握企業(yè)需求，做好教學(xué)定位工作，樹立良好的學(xué)校品牌，這樣才能夠?qū)崿F(xiàn)學(xué)校的生存與發(fā)展。 本文所闡述的XT職業(yè)技術(shù)學(xué)院成立于2001年，同其他學(xué)校一樣該學(xué)校由中專學(xué)校升級(jí)而來，在比較短的時(shí)間中學(xué)校就實(shí)現(xiàn)了較快的發(fā)展。為了謀求更大的發(fā)展，該學(xué)院還制定了長(zhǎng)期的發(fā)展規(guī)劃，設(shè)立了未來幾年希望達(dá)到的目標(biāo)。雖然湘潭職業(yè)技術(shù)學(xué)院在發(fā)展的過程中運(yùn)用了一定的營(yíng)銷理念和方法，并且取得了一定的成績(jī)，但是同其他院校和其自身制定的目標(biāo)相比，還存在著一些需要改進(jìn)的地方，本文以該學(xué)院作為主要的研究對(duì)象，在相關(guān)理論基礎(chǔ)上對(duì)其進(jìn)行分析。 全文的內(nèi)容框架一共包含六個(gè)部分：第一部分為緒論，主要闡述了本論文的選題背景、意義、國(guó)內(nèi)外的研究綜述，，以及本文在研究方法、內(nèi)容框架上的創(chuàng)新之處。第二部分是教育營(yíng)銷相關(guān)的理論綜述部分，為了更好的闡述問題，本文列舉了相應(yīng)的營(yíng)銷理論和教育營(yíng)銷方面的理論知識(shí)并對(duì)其進(jìn)行評(píng)述。第三部分是對(duì)湘潭職業(yè)技術(shù)學(xué)院進(jìn)行環(huán)境分析,使用SWOT分析法對(duì)湘潭職業(yè)技術(shù)學(xué)院的內(nèi)部?jī)?yōu)勢(shì)、劣勢(shì)和外部機(jī)會(huì)、威脅進(jìn)行綜合分析。第四部分結(jié)合湘潭職業(yè)技術(shù)學(xué)院的特點(diǎn)提出了基于”7P”營(yíng)銷組合的策略建議。第五部分主要探討的是營(yíng)銷策略的實(shí)施和控制。最后一部分是結(jié)論和展望部分，對(duì)本文所闡述的主要問題進(jìn)行整體回顧。
[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.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G717-F

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