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高校作为教育市场主体需要引入市场营销思维,构建招生营销策略以实现招生目标。为增强高校竞争能力,选取华东地区某985高校为例,基于SWOT分析、STP战略和4P理论,以存在问题为导向构建高校招生营销策略分析框架:在分析内外部环境和高校自身招生营销问题基础上,在高校战略目标指引下,基于STP战略理论选取目标市场并依据优势特色获取市场定位,从产品、价格、渠道和促销四个维度确定具体实施方案,在提升高校供给能力和服务水平基础上多角度打造学校品牌、吸引目标学生,并借助多样化渠道,加强沟通和传播以获取优质生源。策略构建和实施需要以建设专业营销团队为前提,并随高校战略目标转变而动态调整,以“全员招生,全员营销”理念提升竞争力。
As the main body of education market, colleges and universities need to introduce marketing thinking and construct an enrollment marketing strategy to achieve enrollment goals. Based on SWOT analysis, STP strategy and 4P theory, taking the existing problems as guidance, this paper analyzes the framework of college students’ marketing strategy analysis based on the analysis of the internal and external environment and college enrollment marketing problems , Guided by the strategic goals of colleges and universities, selected the target market based on STP strategic theory and obtained the market orientation based on the advantages and characteristics, and determined the specific implementation plans from the four dimensions of product, price, channel and promotion. On the basis of improving the supply capacity and service level of colleges and universities Build a school brand from multiple perspectives to attract target students and enhance communication and dissemination through diverse channels to achieve high quality students. Strategy construction and implementation needs to build a professional marketing team as a prerequisite and with the strategic goals of colleges and universities to dynamically adjust to “full enrollment, full marketing ” concept to enhance competitiveness.