高职院校教育营销策略研究

On Marketing Strategies of Higher Vocational Education

随着我国市场化进程加快,高职院校面临的生存发展压力不断加剧。教育营销有助于塑造高职的学校品牌、拓展经费来源和提高办学效益。在招生阶段,高职院校面临着观念薄弱、专业化不足、对社会关系的认识度不够等问题,在就业阶段,高职院校品牌效应低、校企合作机制不完善等。有必要构建高职院校"双向营销"策略体系,开展目标市场分析、实施专业化营销、与利益相关方建立良好关系、加强校企合作、树立特色品牌、提高人才培养质量,促进高职院校的可持续发展。

Marketing strategies help vocational colleges shape their vocational brands, expand the sources of funding and increase their income. The paper analyzes the problems of vocational colleges in two stages, i.e. in the recruitment stage, lacking the recognition to the society and weakening the professional sense while in the employment stage of graduates, having low brand effect and imperfect school-enterprise cooperation mechanism. The author argues based on the analysis that vocational colleges will have to build a ＂two-way marketing＂ strategic system, make an analysis of the objective market, carry out the professional marketing mode, establish a good relationship with stakeholders, strengthen the school-enterprise cooperation, intensify brand sense and improve the teaching quality to promote the sustainable development of. higher vocational education.