营销学视角下的高职院校4PS策略研究  

Research on 4PS Strategy in Higher Vocational Colleges from the Perspective of Marketing

作　　者：尹阳红 

机构地区：[1]同济大学,上海201804

出　　处：《职业教育研究》2015年第10期83-86,共4页Vocational Education Research

摘　　要：随着教育市场化和教育产业化进程的加快,高职院校面临的压力也不断加大。以营销学为视角看我国高职院校面临的主要障碍:高职院校的生源危机、高等职业院校营销观念不足和尚未建立完整的营销战略体系。文章以营销为视角,从营销观念的树立、制定学校品牌战略到构建完整学校营销管理体系,帮助高职院校实现更大的办学效益。With the acceleration of marketization and industrialization of education, the pressure of higher vocational colleges is increasing constantly. From the perspective of marketing, the paper researches the main obstacles about the education in the higher vocational colleges in China： the crisis of number of students, the lack of marketing concept and incomplete marketing strategy system. Therefore, this paper researches the establishment of marketing concept, the development of school brand strategy and a complete school marketing management system from the marketing perspective, in order to help higher vocational colleges to achieve a greater degree of running efficiency.

关 键 词：营销学 高职院校 教育营销 4PS 策略研究 

分 类 号：G717[文化科学—职业技术教育学]