教育市场分析及其营销策略探究

【作者】 兰小云；

【导师】 赵中建；

【作者基本信息】 华东师范大学 ， 比较教育学， 2004， 硕士

【摘要】 伴随中国社会主义市场经济的建立和逐渐完善特别是WTO的加入，中国的教育市场和教育环境也在发生重大的变革。 面对教育改革的深化，国外教育机构对中国教育市场的冲击，以及被教育对象选择教育机构的多元化，在日趋激烈的教育市场的竞争中，如何吸引优秀生源、培养出受社会欢迎的学生，建设一批有特设的、有竞争力的学校已成为中国教育市场发展的重要课题。 市场营销，作为一种“识别顾客的需要和欲望，确定组织所能提供最佳服务的目标市场，并且设计适当的产品、服务和项目以满足这些市场的需求”组织职能，成为现代组织经营中一个重要的管理手段。自20世纪90年代初以来，西方一些国家就开始对教育市场营销进行了较为全面、系统的理论研究。而在我国，教育市场营销观念的落后和市场营销手段的缺乏是当前教育特别突出的问题。 本论文借鉴企业市场营销管理理论和西方国家教育市场营销管理经验，把市场营销的观念和手段引入教育市场，首先综述了市场营销理念和教育市场营销理念及其核心概念，如教育需求、教育供给、教育产品和教育市场等。然后，提出了规划教育市场营销战略的四个主要步骤，即分析教育市场、教育市场的细分和选择、教育市场的定位和教育市场营销策略制定。最后，在此基础上，结合中国教育的现状和特点，提出现时较为能够在中国学校中使用的两种主要的教育市场营销策略：产品策略和沟通策略，并分别详细分析和探讨了这两种营销策略的种类、制定步骤和实施方法。以求为学校在激烈的市场竞争中谋求生存和发展，提供理论指导和实践操作方法。更多还原

【Abstract】 With the establishment and gradual improvement of China’s socialistic market economy, especially being a member of WTO, the educational market and environment in China are taking great place.In the more and more competitive educational market, an important issue is how to establish a set of schools which have their own characteristics and competition by attracting excellent students and educating them according to the social needs while facing the deepening of the educational innovation, the impact of the foreign educational institutions on Chinese educational market and the diversity of the way which the educated choose the educational institutions.As an organizational function, marketing is an important management tool which defines the customers’ needs and wants and the best target market which institution can service, and develops appropriate products, service and program to meet the needs of these markets. Since 1990s, some western countries have been wholly and systematically studying the educational market. However, in our country, the lag of the educational marketing ideas and the wants of the marketing tools are the salient issues facing to the present education.In order to provide theoretical guide and practical methods for the schools to help them survive and develop in the violent educational market competition, this discourse draws lessons from the enterprise marketing theories and the experience of the educational marketing in the western countries, and applies the marketing ideas and tools to the educational market. It includes these contents as following. First, to introduce the concept of the marketing and the educational marketing, and some key concepts relevant to the educational marketing such as educational needs, educational offerings, educational products and educational market. Second, to present four main steps of planning educational marketing strategies, that is, to analyze, segment, position educational market and develop the educational marketmg strategies. Finally, on the base of the expatiation above, to suggest two important educational marketing tools which confirm to the reality and character of Chinese education and can be applied in the schools at present: designing educational programs and communicating with markets, and to respectively and fully analyze and study the kinds, developing steps and implementing methods of these two marketing tools.更多还原