营销视域下的陕西开放大学运作战略  

Operation Strategy of The Open University of Shaanxi from the Perspective of Marketing

作　　者：秦农 韩泉叶 王婷 Qin nong;Han Quanye;Wang Ting(The Open University of Shaanxi, Xi’an 710119)

机构地区：[1]陕西开放大学,陕西西安710119 [2]陕西开放大学教育研究中心,陕西西安710119 [3]陕西开放大学审计处,陕西西安710119

出　　处：《陕西广播电视大学学报》2021年第2期11-14,共4页Journal of Shaanxi Radio & TV University

基　　金：陕西广播电视大学重点课题“中国开放大学营销运作创新研究”(项目编号:205010055)研究成果之一。

摘　　要：建立陕西开放大学是历代电大人的梦想。本文在简要回顾和总结近年来我校创建陕西开放大学的历程与成果的基础上,通过阐明更名后学校的战略重心仍根植于终身教育的意义,梳理我国新发展阶段终身教育市场的供需现状,得出开放大学在终身教育这个“蓝海市场”仍大有可为的结论。进而,从加大力度开展营销理念与运作机制研究、营销创新研究、凝练融合职教特色研究以及确定战略定位和发展目标等方面提出了对转型后陕西开放大学内涵建设的初步思考。The establishment of The Open University of Shaanxi is the dream of all man worked in TV University.Based on a brief review and summary of the history and achievements of the establishment of The Open University of Shaanxi in recent years,By clarifying the significance that the strategic focus of the renamed university is still rooted in life-long education,and sorting out the supply and demand situation of the life-long education market in the new development stage of China,the conclusion is drawn that Open University still has a promising future in the"blue ocean market"of life-long education.Furthermore,this paper puts forward some preliminary thoughts on the connotation construction of Shaanxi Open University after the transformation from the aspects of strengthening the research on marketing concept and operation mechanism,marketing innovation,condensed and integrated vocational education characteristics,and determining strategic positioning and development goals.

关 键 词：陕西开放大学 终身教育市场 营销运作 

分 类 号：G728[文化科学—成人教育学]