民办高校成都东软学院招生策略研究
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摘要
随着我国改革开放的进程,中国民办高等教育也得到了快速、蓬勃的发展,经过20多年的发展,尤其近几年的快速发展,民办高等教育从办学质量与规模上得到了显著的进步,民办高等教育已经成为中国高等教育事业的重要组成部分,并且逐步把中国高等教育推向了多元化发展的新格局。
自1998年8月29日第九届全国人民代表大会常务第委员会第四次会议通过的《中华人民共和国高等教育法》及2002年12月28日第九届全国人民代表大会常务委员会第三十一次会议通过《中华人民共和国民办教育促进法》等法典的颁布,我国民办高等教育正面临着一次大规模的洗礼与深刻变革。成都东软信息技术职业学院(以下简称成都东软学院)也是在国家大力发展民办高等教育的过程中诞生的,成都东软学院在经历了7年发展及自然灾害(5.12地震,学院属于极重灾区)的7年发展历程中,由建校起初不足500名学生,5栋建筑,发展到现今近6千多名学生,26栋建筑,校园占地面积近40万平方米,教学行政用房面积15.9877万平方米,教学仪器设备值2777万元,图书41.1万册,在编教职工421名。专任教师329名,具有硕士、博士学位教师占专任老师总数的67%,副高级职称以上的专任教师95人。在四川省乃至全国具有一定影响力的高校,其学院的整体发展速度令人瞩目,发展过程中得到了社会各界的高度认可,然而随着时代的发展,民办高等教育如今面临的问题日益严重,矛盾也尤为突出,如何合理应用市场营销理论来推动成都东软学院乃至中国民办高等教育进一步发展,如何引入市场营销理念来改变民办高等教育传统发展方式将是我们深入研究与讨论的重要课题。
首先论文将以市场营销理论为指导,结合民办高等教育发展的现状从实际出发,通过系统的分析研究我国民办高等教育招生策略,从比较研究的角度出发对中国民办高等教育招生策略进行研究并发现其中的问题,论文将以四川省省属高校成都东软学院为研究对象,主要对成都东软学院从宏观环境、学院内部环境、整体行业环境进行分析并且通过调研消费者行为分析。同时通过对民办高职院校与成都东软学院分别进行SWTO分析,及对成都东软学院与部分院校进行外部因素评价(EFE)矩阵分析、竞争态势矩阵(CPM)分析、内部因素评价(IFE)矩阵分析,分析以成都东软学院为代表的民办高校引入市场营销理念的客观性与必要性、阐明STP营销战略对成都东软学院的科学推进并提出了促进成都东软学院发展的一系列优化方案。
本篇论文主要是通过实证研究对成都东软学院营销策略进行分析研究,通过引入市场营销竞争机制、市场营销理念与实施方法进一步推动与促进中国民办高等教育的快速、健康、稳定、和谐发展,将具有一定的科学指导意义,对中国民办高等教育与市场接轨提供良好、可行的思路。
As China's reform and opening up process, China's private higher education had, rapid development, after 20 years of development, especially in recent years, the rapid development of the quality and scale of the school of private higher education had significant progress, Private higher education has become an important part of china higher education, and it also push higher education in China into a new structure of diversity development step by step.
The private higher education of China is undergoing a profund change, since the The Higher Education Law of the People's Republic of China has been promulgated after fourth meeting of the Standing Committee of the Ninth NPC on 29 August, 1998 and The Law on Private Higher Education Promotion of the People's Republic of China has been promulgated after thirty-first meeting of the Standing Committee of Ninth NPC on 28 December, 2002. Chengdu Neusoft Institute of Information Technology (hereinafter referred to Chengdu Neusoft Institute) has set up with the private higher education vigorously developing , Chengdu Neusoft Institute has 7 years of development and also has been through the natural disasters (5.12 Wenchuan earthquake, the institute has badly damaged), at first, the institute has less than 500 students, five buildings, but now, there are more than six thousand students and 26 buildings in the institute, The campus covers an area of nearly 40 million square meters, teaching and administrative buildings’area is 15.9877 million square meters, the teaching equipment value 27.77 million yuan, there are 411,000 books in the library, and the institute has 421 staff including 329 full-time teachers ,the teacher who has master or doctor degree are 67% of full time teachers ,and there are 95 deputy senior title full-time teachers. The institute's overall development speed is remarkable among the influency universities in sichan and even in china, The institute’s development process has been highly recognized by the community, but with the development of the times, private higher education is now facing a growing problem, contradictions are particularly prominent, how to use the reasonable application of marketing theory to push the Chengdu Neusoft Institute has further development even the private higher education in China, how to introduce the marketing concept to change the traditional approach of private higher education’s development will be our in-depth study and discussion’s important issues.
First of all The study subject of this paper is Chengdu Neusoft Institute of Information focusing on the analysing its macro environment ,internal environment and the whole industry environment through analysis of consumer behavior research. Meanwhile, the paper will analyze the introduction of the marketing concept of objectivity and the need to clarify STP marketing strategies to promote Chengdu Neusoft Institute of Science and Chengdu Neusoft Institute proposed to promote the development of a series of optimization, through analysing the introduction of the marketing concept of objectivity and the need to clarify STP marketing strategies to promote Chengdu Neusoft Institute of Science and Chengdu Neusoft Institute proposed to promote the development of a series of optimization.
This thesis is mainly through an empirical research, to study and analyze the marketing strategy in Chengdu Neusoft Institute of Information Technology. Through the introduction of marketing competition systems , marketing concepts and implementation methods, to further promote the rapid, healthy, stable and harmonious development of China's private higher education. It will have some Scientific guidance, and provide some good and workable ideas on the integration of Chinese private higher education with the market.
自1998年8月29日第九届全国人民代表大会常务第委员会第四次会议通过的《中华人民共和国高等教育法》及2002年12月28日第九届全国人民代表大会常务委员会第三十一次会议通过《中华人民共和国民办教育促进法》等法典的颁布,我国民办高等教育正面临着一次大规模的洗礼与深刻变革。成都东软信息技术职业学院(以下简称成都东软学院)也是在国家大力发展民办高等教育的过程中诞生的,成都东软学院在经历了7年发展及自然灾害(5.12地震,学院属于极重灾区)的7年发展历程中,由建校起初不足500名学生,5栋建筑,发展到现今近6千多名学生,26栋建筑,校园占地面积近40万平方米,教学行政用房面积15.9877万平方米,教学仪器设备值2777万元,图书41.1万册,在编教职工421名。专任教师329名,具有硕士、博士学位教师占专任老师总数的67%,副高级职称以上的专任教师95人。在四川省乃至全国具有一定影响力的高校,其学院的整体发展速度令人瞩目,发展过程中得到了社会各界的高度认可,然而随着时代的发展,民办高等教育如今面临的问题日益严重,矛盾也尤为突出,如何合理应用市场营销理论来推动成都东软学院乃至中国民办高等教育进一步发展,如何引入市场营销理念来改变民办高等教育传统发展方式将是我们深入研究与讨论的重要课题。
首先论文将以市场营销理论为指导,结合民办高等教育发展的现状从实际出发,通过系统的分析研究我国民办高等教育招生策略,从比较研究的角度出发对中国民办高等教育招生策略进行研究并发现其中的问题,论文将以四川省省属高校成都东软学院为研究对象,主要对成都东软学院从宏观环境、学院内部环境、整体行业环境进行分析并且通过调研消费者行为分析。同时通过对民办高职院校与成都东软学院分别进行SWTO分析,及对成都东软学院与部分院校进行外部因素评价(EFE)矩阵分析、竞争态势矩阵(CPM)分析、内部因素评价(IFE)矩阵分析,分析以成都东软学院为代表的民办高校引入市场营销理念的客观性与必要性、阐明STP营销战略对成都东软学院的科学推进并提出了促进成都东软学院发展的一系列优化方案。
本篇论文主要是通过实证研究对成都东软学院营销策略进行分析研究,通过引入市场营销竞争机制、市场营销理念与实施方法进一步推动与促进中国民办高等教育的快速、健康、稳定、和谐发展,将具有一定的科学指导意义,对中国民办高等教育与市场接轨提供良好、可行的思路。
As China's reform and opening up process, China's private higher education had, rapid development, after 20 years of development, especially in recent years, the rapid development of the quality and scale of the school of private higher education had significant progress, Private higher education has become an important part of china higher education, and it also push higher education in China into a new structure of diversity development step by step.
The private higher education of China is undergoing a profund change, since the The Higher Education Law of the People's Republic of China has been promulgated after fourth meeting of the Standing Committee of the Ninth NPC on 29 August, 1998 and The Law on Private Higher Education Promotion of the People's Republic of China has been promulgated after thirty-first meeting of the Standing Committee of Ninth NPC on 28 December, 2002. Chengdu Neusoft Institute of Information Technology (hereinafter referred to Chengdu Neusoft Institute) has set up with the private higher education vigorously developing , Chengdu Neusoft Institute has 7 years of development and also has been through the natural disasters (5.12 Wenchuan earthquake, the institute has badly damaged), at first, the institute has less than 500 students, five buildings, but now, there are more than six thousand students and 26 buildings in the institute, The campus covers an area of nearly 40 million square meters, teaching and administrative buildings’area is 15.9877 million square meters, the teaching equipment value 27.77 million yuan, there are 411,000 books in the library, and the institute has 421 staff including 329 full-time teachers ,the teacher who has master or doctor degree are 67% of full time teachers ,and there are 95 deputy senior title full-time teachers. The institute's overall development speed is remarkable among the influency universities in sichan and even in china, The institute’s development process has been highly recognized by the community, but with the development of the times, private higher education is now facing a growing problem, contradictions are particularly prominent, how to use the reasonable application of marketing theory to push the Chengdu Neusoft Institute has further development even the private higher education in China, how to introduce the marketing concept to change the traditional approach of private higher education’s development will be our in-depth study and discussion’s important issues.
First of all The study subject of this paper is Chengdu Neusoft Institute of Information focusing on the analysing its macro environment ,internal environment and the whole industry environment through analysis of consumer behavior research. Meanwhile, the paper will analyze the introduction of the marketing concept of objectivity and the need to clarify STP marketing strategies to promote Chengdu Neusoft Institute of Science and Chengdu Neusoft Institute proposed to promote the development of a series of optimization, through analysing the introduction of the marketing concept of objectivity and the need to clarify STP marketing strategies to promote Chengdu Neusoft Institute of Science and Chengdu Neusoft Institute proposed to promote the development of a series of optimization.
This thesis is mainly through an empirical research, to study and analyze the marketing strategy in Chengdu Neusoft Institute of Information Technology. Through the introduction of marketing competition systems , marketing concepts and implementation methods, to further promote the rapid, healthy, stable and harmonious development of China's private higher education. It will have some Scientific guidance, and provide some good and workable ideas on the integration of Chinese private higher education with the market.
引文
[1]菲利普·科特勒,凯文·莱恩·凯勒,卢泰宏.营销管理.中国人民大学出版.2009年4月P-6
[2]曾小军.民办高校引入营销理念与招生策略研究.教育导刊.2009(9)
[3]周广训.谈高校营销的特点.中国成人教育.2004(9)
[4]徐芳.教育营销和教育营销战略.广东职业技术师范学院学报.2001(6)
[5]林进奎.营销创新与教育营销.东岳论丛.2004.5
[6]惠曦.高等教育营销策略初探.辽宁教育研究.2002(9)
[7]丰晓芳,高等基于营销浅析.内蒙古农业大学学报(社会科学版).2007(9)
[8]张明立,李欣,张瑞金.市场营销学.科学出版社.2004
[9]廖华跃.略论民办高校市场营销策略中.浙江树人大学学报.2005.3
[10]李钊.湖南涉外经济学院.大学教育科学.2009(2)
[11]葛秋颖,千唤明·浅析高等教育营销中国科技信息2005(13):P123
[12]菲利普·科特勒,凯文·莱恩·凯勒,卢泰宏.营销管理.中国人民大学出版.2009(4):P172
[13] Al Rises and Jack Trout,Positioning:The Battle for Your Mind,20th Anniuersary Edition (New You:McGraw-Hill,2000)
[14]雷德·R·戴维.战略管理(第十版).经济科学出版社.2008(12)195-197
[15]教育部2008年教育统计数据.综合部分.http://www.moe.edu.cn
[16]徐绪卿.新时期中国民办高等教育发展研究.浙江大学出版社.2005
[17]郑树山.不平凡的发展历程令人瞩目的发展成就——改革开放三十年来民办高等教育发展的回顾与展望.国家教育行政学院学报.2008(12)
[18]潘懋元,林莉:2020:中国民办高等教育的前瞻.民办教育研究.2005(4)
[19]赵利光.我国民办高等教育的发展前景分析.北京城市学院学报.2008(4)
[20]吴冠之.非营利组织营销.中国人民大学出版社.2003
[21]徐晖,陶美重:国外高等教育营销实践及其对我国的启示.长春工业大学学报.2009
[22]顾美玲,吴岳蓬,封小超,万光治,张海东.新形势下四川民办教育发展策略研究.四川师范大学学报(社会科学版).2009,36(3)
[23]《国家中长期教育改革和发展规划纲要》意见稿. http://www.moe.edu.cn/edoas/website18/zhuanti/2010zqyj/
[24]王琳.试述全球金融危机对中国高等教育的影响及对策.河南职业技术师范学院学报(职业教育版).2009(4)
[25] Porter.M. Competitive Strategy. New York: Free press,1985
[26] Christopher R.Thomas, S.Charles Maurice. Managerial Economics,8th edition. The McGraw-Hill Companies,Inc,2007
[2]曾小军.民办高校引入营销理念与招生策略研究.教育导刊.2009(9)
[3]周广训.谈高校营销的特点.中国成人教育.2004(9)
[4]徐芳.教育营销和教育营销战略.广东职业技术师范学院学报.2001(6)
[5]林进奎.营销创新与教育营销.东岳论丛.2004.5
[6]惠曦.高等教育营销策略初探.辽宁教育研究.2002(9)
[7]丰晓芳,高等基于营销浅析.内蒙古农业大学学报(社会科学版).2007(9)
[8]张明立,李欣,张瑞金.市场营销学.科学出版社.2004
[9]廖华跃.略论民办高校市场营销策略中.浙江树人大学学报.2005.3
[10]李钊.湖南涉外经济学院.大学教育科学.2009(2)
[11]葛秋颖,千唤明·浅析高等教育营销中国科技信息2005(13):P123
[12]菲利普·科特勒,凯文·莱恩·凯勒,卢泰宏.营销管理.中国人民大学出版.2009(4):P172
[13] Al Rises and Jack Trout,Positioning:The Battle for Your Mind,20th Anniuersary Edition (New You:McGraw-Hill,2000)
[14]雷德·R·戴维.战略管理(第十版).经济科学出版社.2008(12)195-197
[15]教育部2008年教育统计数据.综合部分.http://www.moe.edu.cn
[16]徐绪卿.新时期中国民办高等教育发展研究.浙江大学出版社.2005
[17]郑树山.不平凡的发展历程令人瞩目的发展成就——改革开放三十年来民办高等教育发展的回顾与展望.国家教育行政学院学报.2008(12)
[18]潘懋元,林莉:2020:中国民办高等教育的前瞻.民办教育研究.2005(4)
[19]赵利光.我国民办高等教育的发展前景分析.北京城市学院学报.2008(4)
[20]吴冠之.非营利组织营销.中国人民大学出版社.2003
[21]徐晖,陶美重:国外高等教育营销实践及其对我国的启示.长春工业大学学报.2009
[22]顾美玲,吴岳蓬,封小超,万光治,张海东.新形势下四川民办教育发展策略研究.四川师范大学学报(社会科学版).2009,36(3)
[23]《国家中长期教育改革和发展规划纲要》意见稿. http://www.moe.edu.cn/edoas/website18/zhuanti/2010zqyj/
[24]王琳.试述全球金融危机对中国高等教育的影响及对策.河南职业技术师范学院学报(职业教育版).2009(4)
[25] Porter.M. Competitive Strategy. New York: Free press,1985
[26] Christopher R.Thomas, S.Charles Maurice. Managerial Economics,8th edition. The McGraw-Hill Companies,Inc,2007