基于4P理论的网络教育招生策略研究——以东北师范大学网络教育为例  

Research into the Online Education Enrollment Strategy Based on 4P Theory——A Case Study of Online Education in Northeast Normal University

作　　者：张亚平[1] 王立伟[1] 

机构地区：[1]东北师范大学远程与继续教育学院,吉林长春130022

出　　处：《教育理论与实践（学科版）》2013年第12期12-14,共3页

摘　　要：基于市场营销学的产品、价格促销、营销渠道的4P理论分析,我国目前网络教育招生市场存在着网络教育产品不成熟、网络教育招生渠道和招生宣传不规范等问题。解决网络教育招生的策略是掌握市场营销的规律,顺应市场发展,办学中凝练办学特色,创新招生模式。只有这样,才能加大网络教育的招生力度,完善相关的网络教育招生政策,规范网络教育收费标准。这些措施使东北师范大学网络教育取得了长足发展。By analyzing 4P theory of the products, price promotion, marketing channels based on Marketing, there exist such problems as the over-mature products of online education and the nonstandard online education enrollment channels and publicity in the current market China＇s online education enrollment. The strategy to solve the online ed- ucation enrollment is to grasp the laws of marketing, adapt to the market development, create the school characteristics and innovate the enrollment mode. Only by doing so, can we increase the enrollment of online education, improve the relevant policies of online education enrollment and standardize the norms of online education fees. These measures have promoted the considerable progress of Northeast Normal University.

关 键 词：网络教育 4P理论 网络教育招生 市场营销 

分 类 号：G642.0[文化科学—高等教育学]