【作者】 王磊；

【导师】 曹芳萍；

【作者基本信息】 北京林业大学 ， 工商管理（专业学位）， 2017， 硕士

【摘要】 近年来,随着国内院校进一步扩招,高校间的生源争夺呈现出白炽化的状态。民办高校作为其中重要的一方面使竞争显得的更加剧烈。因此,获取生源数量,保证相应质量,成为民办高校必须正确面对的一大难题。在这一背景下,民办高校在营销中暴露的问题越来越多,严重影响到民办学校的办学质量和正常发展。虽然民办高校取得了一定发展,但同时也面临着日益严峻的生存和发展问题。民办高校的营销策略能决定学校的生源质量从而直接影响学校的存亡。在这个竞争环境日益复杂化的阶段里,民办高校要想获得稳定、持续地发展,必须要将教育营销策略的学习研究和科学运用摆在重要地位,正确认识和应用市场营销策略,招聘或培养教育管理专业人才,合理布局学校服务产品、收费定价、招生渠道和促销,全面提升学校软硬件水平,增强学校的市场竞争力。在一定意义上而言,民办高校的营销策略决定了该校的生源质量并直接影响到了学校的存亡。并且,传统的4P营销策略已经不能完全满足新时代下民办高校的更好发展。为探索能够进一步提高民办高校的营销策略,笔者认为要将4P策略升级为7P服务营销策略。基于此,笔者以北京RW大学为例,在参考营销理论、服务营销理论、教育营销理论等大量有关民办高校市场营销策略研究资料基础上,结合RW大学自身经营现状,按照“提出问题—分析问题—解决问题”的逻辑思路,着眼于民办高校办学面临的现实竞争压力,将RW大学作为个案,主要针对RW大学的市场营销策略进行研究。首先使用PEST分析法、波特五力竞争模型及SWOT分析法系统地分析RW大学面临的宏观环境、微观环境、行业内部环境,并分析、总结出RW大学的优势、劣势、机会和威胁。其次,从7P的角度对RW大学现行营销策略中存在的问题及其原因进行了分析。最后,对RW大学进行科学、合理的定位,并从7p的角度提出了优化营销策略的建议。希望能够对北京RW大学开展有效的营销策略提供一定的参考。更多还原

【Abstract】 In recent years,with the further expansion of domestic colleges,coupled with foreign colleges and universities began to rob students in China,from independent colleges and private colleges between internal competition is increasingly fierce,students competition increasingly become private colleges must correct face a big problem.In this background,the problems exposed in private colleges in marketing is becoming more and more serious impact to the quality and normal development of private school.Although private colleges has obtained certain development,but also face the grim problem of existence and development increasingly.Private colleges can marketing strategy decides the quality of students the school and directly affects the survival of the school.In this competitive environment increasingly complicated stage,private colleges in order to get a stable and sustainable development,must learn to education marketing strategy of the research and application of science in the important position,the correct understanding and application of marketing strategy,recruitment or training of specialists in the field of education management,reasonable layout of the service product,toll pricing,school enrolment channel and promotion,comprehensively enhance the level of school of software and hardware,and enhance the market competitiveness of the school.In a certain sense,the marketing strategy of private colleges determines the quality of the students of this school and directly affected the survival of the school.And,the traditional 4 p marketing strategy has not fully meet the better development of private colleges under the new era.To explore can further improve the quality of private universities,the author thinks that to 4 p strategy upgrade for the 7 p service marketing strategy.Based on this,the author in Beijing university of RW,for example,in reference to a large number of relevant marketing strategy of colleges and universities on the basis of the research data,combined with the status quo of management,university of RW researches on the marketing strategy for private colleges,respectively from the Beijing university of RW marketing environment and SWOT analysis,marketing strategy and RW of the university of enrollment,reason analysis,cultural marketing strategy design at the university of three big aspects were analyzed,and a deeply probes into the marketing theory of private colleges.更多还原