论高校营销方式的创新

随着高校扩招、市场竞争加剧、财政紧张,学校营销的概念逐步引起社会的关注。但就目前高校营销现状来看,在营销方式上普遍缺乏思路和不够系统,就此问题提出高校营销方式的几点思路。     

“生源危机”下高职院校招生营销策略分析

在高等教育全球化及国内高等教育适龄人数不断下降的背景下,我国高职院校在生源市场面临巨大的挑战。因此,把营销理念引入到高职招生中,对高职教育营销进行介绍,针对生源数量少、质量差的问题进行了市场细分和产品定位,提出有效的营销组合策略等方面的建议。     

Costs of attendance and the educational programs of first-time community college students

I use data from the State University of New York to examine whether changes in community college attendance costs yield different impacts on first-time enrollment in different community college programs. Evidence is strong that academic-program enrollment significantly and substantially decreases when 2-year tuition increases, but weaker that it increases when 4-year tuition increases. Occupational-program enrollment is less responsive to 2- and 4-year tuition changes, but more responsive to labor market conditions. These different responses translate into significant changes in the program composition of entering community college cohorts when the costs of attendance change.     

The small college enrollment officer: relationship marketing at work

Prospective college students regularly read in promotional literature that the college experience is personal and unique to each individual. However, if their experience in the recruitment process proves otherwise it is difficult to convince students that they can each have a personal relationship with the institution. Small colleges can overcome this barrier by utilizing relationship marketing in recruitment, namely seller expertise, communication, interaction frequency and relationship benefits, via the enrollment officer model to meet enrollment goals. This article describes the model based on relationship marketing and enrollment management theory. Results from implementing the model at two small colleges showed an increase in admissions yield, first-year retention and employee job satisfaction.     

当前形势下示范性高职院校招生宣传工作策略探析——以青岛职业技术学院为例

随着高等教育改革的不断深入,以及高校办学自主权的逐步扩大,高校生源的竞争日趋激烈。在当前形势下,高校生源和人才需求结构也在迅速发生着变化,教育竞争进而教育营销成为高校生存的必然趋势,这使得高校招生宣传工作也越来越重要。示范性高职院校在做好教学和实训工作的同时,必须明确招生宣传指导思想和宣传重点,规范宣传行为,创新高职院校招生宣传工作策略,并及时调整招生专业结构,以适应市场需求,从而求得学院的生存和发展。     

新高考形势下民办高校招生宣传策略研究

新高考政策的实施对高校的招生录取工作做出重大调整,考生填报志愿方式和高校录取模式的改变要求高校相应工作模式必须尽快做出调整,民办高校在生源市场竞争中面对的压力更为直接,必须尽快面对新高考形势做出招生宣传策略改变。     

Community Colleges and Labor Market Conditions: How Does Enrollment Demand Change Relative to Local Unemployment Rates?

This study uses fixed-effects panel data techniques to estimate the elasticity of community college enrollment demand relative to local unemployment rates. The findings suggest that community college enrollment demand is counter-cyclical to changes in the labor market, as enrollments rise during periods of weak economic conditions. Using national data for the years 1990 through 2009, we find that a one percentage-point change in unemployment is associated with 1.1–3.3 % increases in enrollment demand. We disaggregate the analysis by total full-time and part-time enrollment, concluding that high levels of unemployment are also associated with greater demand for full-time attendance. Additionally, enrollments are slightly more responsive to unemployment in metropolitan (rather than micropolitan) areas. Informed by enrollment demand theory, our analysis provides an update to the “unemployment elasticity” literature and could aid in current enrollment planning, economic development, and public policy efforts to educate students on the margin between college and work.     

基于生活型态的大学生旅游市场细分研究与实证——以长沙市三所高校为例

通过深度访谈和问卷调查的方法,收集基于生活型态的大学生旅游消费行为数据,运用SPSS软件进行数据处理,对生活型态视角下大学生旅游市场细分开展实证研究.研究表明,运用生活型态的自我肯定、精打细算、时尚享乐、重视社交、独立自主、充实新知和阳光活力七个构面对大学生群体进行市场细分是可行的,利用聚类分析和交叉分析等方法,将大学生旅游市场细分为时尚社交群体、理性精明群体和开朗独立群体三个子市场是可信的,并根据细分市场的消费者特征制定了一般性营销策略和差异化营销策略,为旅游企业开发大学生旅游市场提供理论指导.     

浅谈GMS的市场定位和促销策略

GMS是在细分目标市场、确定顾客目标的基础上开展商品经营的。超级市场的营销管理者必须瞄准市场目标,才能对GMS进行准确的市场定位。为了实现销售和扩大销售,还要选择适当的时间和地点,运用适当的营销组合策略进行促销。     

大类培养下《大学化学》课堂教学改革的探索

大类招生大类培养作为一种全新的招生模式,改变了传统招生模式中存在的一些弊端,有利于激发学生的学习兴趣,对他们未来的学习和成长都有着较大的影响。文章以《大学化学》学科教学为例,论述了我国高校招生现状,并基于大类培养模式下提出了一些《大学化学》课堂教学策略,希望对培养高校学生创新意识和创新能力有所帮助。     

网络营销理念下高校就业工作创新研究

新经济时代的到来使我国网络营销环境产生了深刻的变化,一方面,网络营销手段的发展为高校做好就业指导工作和服务管理工作创造了新机遇,另一方面,随之产生的一些新特点也对高校就业工作提出了新挑战。随着未来市场需求日益个性化和多样化,各大高校就业市场竞争成败的关键将不仅是市场占有率和占有规模的竞争,更是＂个性化服务＂能力和＂多样...     

多维需求背景下高职教育产品营销研究

中国高等职业技术教育,是中国社会经济迅猛发展的必然产物。高职院校必须按照市场经济的规律办学,高职教育才能步入发展的坦途。按照现代营销的理念和方法经营和管理学校,是全面提升高职院校的市场经营水平,增强其市场竞争能力和持续发展能力的必由之路。应在尊重多方需求的前提下,以开阔的视野,用营销的理念,深入研究多维需求背景下高职教育产品营销,才能形成有价值、有意义的研究成果。     

对公立高校招生权的行政法透视

目前,围绕公立高校招生权产生的法律纠纷日渐增多。从法律性质上讲,教育行政部门与公立高等学校分工合作模式下的高校招生权属于行政权,公立高校高度自主模式下的高校招生权也属于行政权,市场运作模式下的高校招生权属于民事权利。对行政权属性的公立高校招生权的司法审查原则包括正当法律程序原则、行政公平原则、依据社会公认价值进行判断的原则和执行不停止原则。     

Effective Enrollment Management:

This research originated from two major changes in Australian Federal Government Policy on higher education which resulted in Australian Institutions of higher education being thrust into the market place. The major problem in this study was to determine the effectivenes of a marketing orientation, and the degree of use and effectiveness of marketing techniques. The findings illustrated that: a marketing orientation was almost non-existent, there was evidence of a dichotomy between the Faculty and the Administration about marketing effectiveness, the most used marketing techniques were the least effective, and the least used were the most effective. Additionally, factor analysis results did not support a clear portrayal of five factors of marketing effectiveness as identified in the oversease research, but rather a single marketing effectiveness factor. Recommendations made concerned the development of an enrollment management model for international student marketing, strategies to facilitate an effective marketing orientation, and professional marketing training for University staff. Further research should investigate the development of new or modified marketing effectiveness instruments which are pertinent to Australian conditions.     

绿源电动车营销方案

通过市场营销环境分析和SWOT分析,对绿源电动车进行了一系列的营销策划方案：将目标市场细分为中低端用户、高端用户、特殊客户三类;市场定位主要在中低端消费群体,争取高端市场占有率,在一些特殊行业树立起品牌;采用营销组合策略,包括产品策略、价格策略、渠道策略、促销策略等。     

Can Service Bureaus Be a Part of the College Admissions Strategy?

Colleges and universities nationwide are facing declining enrollment resulting in declining revenue. Fewer 18-24 year olds, rising college costs and decreasing financial aid are causing admissions officers to become more agressive in their recruitment process. Well-targeted direct marketing campaigns personally designed to meet individual students' needs will allow college admissions personnel to effectively communciate with prospective students and parents. Utilizing the services of a service bureau provides colleges and universities a means to gain expertise in direct marketing areas and keep the costs under control at the same time.     

高校招生的STOW分析及策略实现

随着高校招生工作的内涵演进,教育资源的集中、教学质量的差异、招生制度的优化、招生工作的定位以及招生工作的宣传等影响要素,在竞争激烈的高校招生工作中已经不具有核心竞争力。随着就业教育、教育环境、教学管理以及完善的招生服务体系等"软件"和"硬件"标准的变化,高校招生工作应当针对招生实践中的具体问题加以研究,在统筹优化的同时,应当审时度势地重新构建高校招生工作的战略目标,以形成高校招生的核心竞争力。     

对发展老年服装市场的探讨

目前我国已进入老年社会, 老年人口数量还在继续增长。从市场的三个要素(人口、购买力和购买欲望) 分析, 老年服装市场具有广阔的前景。然而, 当前老年服装市场存在着明显的供需矛盾, 要解决这一矛盾, 必须从消费观念、营销组合、法律法规及社会保障等多方面采取对策。     

Selling Schools: Marketing and Recruitment Strategies in New Orleans

Under new school-choice policies, schools feel increasing pressure to market their schools to parents and students. I examine how school leaders in New Orleans used different marketing strategies based on their positions in the market hierarchy and the ways in which they used formal and informal processes to recruit students. This study relied on qualitative interviews, observations of board meetings, and board-meeting minutes from a random sample of 30 schools in New Orleans. Findings indicate that marketing was a very common strategy. Yet even though choice policies were meant to give parents, not schools, power in selecting where their children attend school, some schools found ways to avoid enrolling disadvantaged students, often by not marketing. Faced with the pressure of accountability and charter renewal, these schools traded greater funding for potentially greater averages in student achievement. At the same time, some schools that were oversubscribed invested in marketing and recruitment anyway to draw less affluent parents to the school, who might not be aware of the open application and enrollment process. I discuss the implications of these marketing strategies.     

MARKETING THE PERCEPTIONS OF A COMMUNITY COLLEGE'S POSTSECONDARY ENROLLMENT OPTIONS PROGRAM

A vast majority of colleges and universities have provisions for admitting high school students to special college programs (Robinson & Noble, 1992). These postsecondary enrollment options programs are vital because they link local higher education to the community by actively involving high school personnel, students, and parents in planning for college. Establishing and maintaining this link presents unique challenges to educators because it must meet the needs of a diverse population. The purpose of this study was to assess how students and parents perceived a suburban community colleges’ postsecondary enrollment options program. Basing marketing strategies on these perceptions provides colleges and universities an effective means to maintain the established community link.