“生源危机”下高职院校招生营销策略分析

An Analysis of the Admission Marketing Strategy of China’s Vocational Colleges in the Background of “Matriculation Crisis”

在高等教育全球化及国内高等教育适龄人数不断下降的背景下,我国高职院校在生源市场面临巨大的挑战。因此,把营销理念引入到高职招生中,对高职教育营销进行介绍,针对生源数量少、质量差的问题进行了市场细分和产品定位,提出有效的营销组合策略等方面的建议。

In the background of globalization of higher education and the continual declining of the eligible people for higher education,higher vocational education of China is faced with more and more fierce competition in the matriculation market.So,it is necessary to introduce the concept of marketing into the admission of vocational college students.This paper introduces education marketing firstly,then puts forward some proposals,such as building up correct marketing philosophy,conducting market segmentation and product positioning,adopting effective marketing mix strategy etc.,all of which aim at solving the problems of less and ropy students.