论文部分内容阅读
在高职院校竞争不断加大的背景下,开展战略营销是高职院校良性发展的重要途径之一。生源市场和就业市场是高职院校的两个主要市场,高职院校应该制定两套目标市场战略,并把营销战略融入到院校整体发展战略中,构建营销导向型组织,才能在日趋激烈的生源市场获得更优质的生源,在就业市场获得更多的就业岗位。通过对高职院校目标市场战略进行深入研究和SWOT分析,对高职院校的目标市场选择、定位策略设计、营销组合策略设计和营销计划制订等方面进行翔实的分析和研究,以期为推动高职院校持续发展提供借鉴。
Under the background of increasing competition in higher vocational colleges, carrying out strategic marketing is one of the important ways for the sound development of higher vocational colleges. Students market and job market are the two major markets for higher vocational colleges. Higher vocational colleges should make two sets of target market strategies, and integrate marketing strategies into the overall development strategy of colleges and universities. Only by building a marketing oriented organization, The fierce student market has a better source of students and more job opportunities in the job market. Through in-depth research and SWOT analysis of the target market strategies in higher vocational colleges, the article analyzes and researches the target market selection, positioning strategy design, marketing strategy design and marketing plan formulation in higher vocational colleges in order to promote Higher Vocational Colleges to provide reference for sustainable development.