高职院校筹资营销研究——以校友捐赠为中心

Marketing Research of Financing in Vocational Colleges——Focused on Alumni Donation

当下,我国高职院校陷入经费危机。通过偶尔与美国相关高校作比较,认为我国高职院校有必要重视校友捐赠的营销工作;对高职院校校友捐赠现状作了分析,发现诸多问题:我国传统文化太缺少现代公益的基因,社会公益意识淡薄,高职院校校友捐赠工作呈静态的点状,捐赠机制不通畅,捐赠工作不能稳定地给予捐赠人有效的回应和回报;在此基础上,提出纾解危机的对策:成立常设机构,积极联络校友,建立完善监督制度等。

At present, the higher vocational colleges in our country are coming into a financial crisis. By comparing occasionally associated with the United States colleges and universities, the authors thought it is necessary to pay attention to the marketing work of the alumni donations in Higher Vocational Colleges of our country. After the analysis of Higher Vocational College alumni donation situation, many problems were found out： China＇s traditional culture is lack of modern philanthropy gene, the lack of awareness of social welfare, higher vocational college alumni donation work is static, donation mechanism is not smooth, donation can not work stably to give donors effective respond and return. On this basis, countermeasures are put forward to alleviate the crisis： establish a permanent mechanism, actively contact the alumni, establish a perfect the supervision system, and so on.