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在民办高职院校的招生工作中引入市场营销理念,是高等教育资源市场化分配背景下的现实选择。借助波特五力模型对以广东省为例的民办高职院校的生源竞争力状况进行分析,提出增强生源竞争力的三大一般性战略:成本领先战略、差异化战略、聚焦战略,为民办高职院校的发展规划提供参考和借鉴。
The introduction of marketing concept into the enrollment of private higher vocational colleges is a realistic choice against the background of marketization of higher education resources. By means of Porter’s Five Forces Model, this paper analyzes the status of students’competency in private higher vocational colleges in Guangdong Province, and puts forward three general strategies to enhance the students’competence, including cost leadership strategy, differentiation strategy and focus strategy Private Higher Vocational Colleges Development Planning to provide reference and reference.