| With the transformation of the economic environment and industrial st ructure,from early technology intensive type to capital intensive type,the need of human structure has promoted from fundamental human resource to the professionals of advanced technology,which asks for the transformation of nat ional education.The21st century is the era that gives priority to knowledge economy,"knowledge" will become the key to keep competitive competence i n the new century and the necessities in the employment market.However,the objective of advanced vocational and academic education is mainly to cultiv ate human resource that the society requires,Thus learning national economic construction and development and policy orientation is an important basic f or the development of advanced vocational and academic education.In order to conform to trend of the world,the educational department of our country spares no effort to promoting educational reform,expects the transformation of education,urges our advanced vocational and academic education to step f orward to the educational target of internationalization under the developing situation of liberalization,democratization,diversification.Under the global trend of internationalization,globalization and liberali zation,great changes have taken place in politic、economics and culture of th e world.Many advanced countries all carry out the educational reform in larg e-scale without exception to promote the national competitive competence.Ou r country is no exception,to meet the demand of big tendency of the world through constantly educational reform,especially for the advanced vocational and academic education, the recruitment and development problems of some schools emerge gradually and have become the major bottleneck to restrict t he development fo advanced vocational and academic education in the long t erm. Therefore,it has become the key for the development of advanced vocati onal and professional colleges that about how to apply school-based manage ment ideology to promote teaching efficicncy,plan the marketing strategy oi school and achieve social acceptance.As an unique school that takes automob ile as its principal part among academies of out country,CAII undertakes the mission of transporting professional talents for out country’s automobile ind ustry.This thesis focuses on the research of that how the CAII publicizes its elf and applies to the wave of internationalized educational marketing.Policies of the educational department about the open education recent y ears have attracted numbers of foreign institutions’ coming to build schools i n China,which has left great impact on the domestic colleges and universitie s,especially for the advanced vocational colleges.For example,in Shenzhen,fo r the whole level of teachers is higher in colleges and universities built by foreign institutions that has attracted a great number of students’attendance, which leads to a serious shortage of admission for some advanced vocationa1and professional colleges, shools are confronted with serious difficulties.In addition that the school-age population reduces year by year,it becomes hard er for some advanced vocational colleges to recruit students if they are with out characteristic management,which forms the phenomenon that supply exce eds demand and may lead to transformation or turnoff of the school.Althoug h it is not hard to recruit students for CAII which is based on ChangChun automobile industry currently,it is still an important task for its development to pay high attention to the application of modern marketing strategy,meet th e challenge of education market,plan ahead.In current society that market mechanism intervenes into the vocational education system,the advanced vocational colleges seem hardly to maintain th e role of independent management as before and hae to transform into a tol e for industry to reinforce its competitive competence,yet the nature and con notation of knowledge produced by school need to be marketable or of busi ness value defined by market,which makes the advanced vocational colleges tend to be commercial.Thus,in the application of marketing strategy,the mana gement of CAII should give consideration to such marketing orientation desi gn of concepts like internal and external environment,strengthening the curric ulum characteristics,teaching pattern,teacher resource,facility condition,Iearning resource,measures for rewards and punishment,development outlet,publicity methods and the performance of school fellow,so as to prevent and overcom e the possible marketing dilemma and predicament.Thus,it is of great signific ant to discuss how the marketing strategy of CAⅡ implement and the views of educational person to marketing strategy under the trend of free competit ion.There five major parts in this thesis as bellow:The first part mainly introduces the necessity and importance of the res earch from the four motivations and presents relevant research contents,resear ch method and technical route map.The second part analyses the basic ideology of marketing and school m arketing firstly and presents the two essence of exchange relationship and de mand management,then defines relevant concepts of non-profit organization— the non-profit organization is not on the purpose of making money or profit, it emphasizes the spirit of public service and in pursuit of the welfare of th e public.The non-profit organization is of four characters—facing the diversit y of the public,facing the diverse organization target,the particularity of prod uct and facing the supervise from society.Then the second part analyses the application of marketing on the non-profit organization and education,focuses on introducing the function of marketing—the marketing function of school image,developing school characteristic,spreading school ideology for running a school,meeting demands from parents and the public,seeking support and comprehending from parents,achieving the educational goal of school.At last analyze the marketing mix strategy of the advanced vocational colleges and focus on introducing the product strategy,price strategy,publicizing strategy an d personnel strategy—4P strategy.The third part analyses the research framework firstly,and then analyzes the research tool—questionnaire in detail,divides the questionary about the cu rrent situation and importance of marketing operation for the advanced vocati onal and professional colleges into four levels as product, price, publicize a nd personnel. The question number of each level are11、9、11、9,40in total. At last,simply introduce the managing method of the questionary and examin e the a value of subscalc for teachers and students,so as to test the reliabilit y of the questionary.The fourth part values the current marketing situation of CAI1on the b asic of introducing the CAI1simply and in accordance with survey data and statistic analysis method,and analyses product strategy、price strategy、publi cize strategy and personnel strategy combining the importance awareness of students,its importance rank is product strategy、price strategy、personnel stra tegy and publicize strategy.And then combine the enterprise operating practic e and the importance cognition of students to important strategy,structure the management opportunities squares of each strategy,analyses the marketing pr actice of CAII from four aspects—potential height instant area、continue mai ntaining area、selectivity management area and non-problem area,present the parts to be perfected for school.The fifth part is the part of making conclusion and expectation,presents relevant research enlightenment based on summarizing the whole thesis,mainl y about the advice to promote its marketing efficiency for CAII,at last look forward further research. |
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