| With our country socialism market economy system improved gradually, education system and its operation are also being replaced continuously. So it would match the development of economy. The new economic system requests new method and management in education organization. The object of the higher education is popularized. Its operation is industrialized. These all let education organization have to face the completion. For occupying the advantage in vigorous marked competition, it request high education school change idea, regards its work as a kind of service, face to the market and increase marketing consciousness. So it would do a well service for student and industry. How to make use of marketing strategy in university management is the goal for this thesis.This thesis considers that marketing theory could be used in university, which belongs to nonprofit organization. It is also very necessary to use it in this scope. One the one hand, marketing, this applied science has very extensive application. In fact, almost whole human behavioral could use of marketing principle. Therefore, marketing is not only applicable to business enterprise but also nonprofit organization. High education organization is nonprofit, the service that supplied by it is also has the question for design, price, promotion and process. So it needs marketing theory leading management. One the other hand, our country's environment request university should adopt marketing strategy in management such as economic system reform, policy pushing and market competition. The right marketing strategy need right exactitude idea aw its guide. High education school should have four marketing idea. The first is target-marketing idea. A school always faces many layers market that consist by students, parents and social talent marked. This request school has a reasonable target. Market demand idea is that consumer has got to understand school core demand, unknown demand and latest demand. The third is market competition idea that is industry, category, product and brand competition. The last is social marketing idea. Education is a public enterprise. So education organization should have social-public spirited consciousness and civilization sprite. Furthermore, its marketing strategy should promote social public welfare.We select a vocational school as an example to operate marketing strategy in management. Because many vocational schools could not find its market position, the target market is not clear. It students could not face the social talent competition as come from university. For all these, it is urgent to use marketing idea in vacation school management. First, we analysis the circumstance for the development of vocational school in our country, then contrast to abroad vocational school, we get a conclusion is that vocational school should cultural applied and technique talent. It should depend on this main line, know clear what is the consumer's need and want, finds fixed position in the market. Then, it could probably occupy a place in the future vigorous competition. Through introduction and analyzing the concreted circumstance of one vocational school, we make expatiate in details from macroscopic environment, microscopic environment and itself environment. We use SWOT matrix analyze method get a conclusion is that WO strategy is suit for the school. It means get around bad situation and exploit at opportunity. Through establishing strategy, we could know marketing goals and rival 's circumstances. We could find the target market compared with other school through geography position, age fixed position and environment position. Finally, we apply integrated marketing strategy and establish the marketing strategy for school in future including product, price, promotion, place and people to integrate every kind of resource and guide practicing work.Through using marketing theory to analysis the vocational school, we discover it is useful to the management of school. On the one hand, it is beneficial to change the ma...
|
PDF Full Text Request