本文首先对国内外关于学校教育营销理论的研究状况进行了归纳总结；其
次，对公办高职和民办高职的定义进行界定，并阐述两者区别，作为下文论述
的基础。通过对泉州几所高职院校进行走访和发放调查问卷，分析总结出目前
泉州公办高职院校在发展中存在于办学规模、发展资金、办学思路、师资队伍
和社会服务功能等方面的主要问题。特别是在营销方面，突出存在营销意识淡
薄、投入经费少、对外宣传方式有限和部分院校开设专业“同质化”的问题。
结合当前海峡西岸经济区建设的大背景和 4C 营销理论，提出了基于海西战略的
泉州公办高职院校的营销策略，即“因需施教，各取所需；成本最低，质量最
高；方便企业，服务企业；多方沟通，共同获利”。
在泉州的公办高职院校中，泉州经贸职业技术学院是较具有代表性的一所，
故本文以此作为案例的研究对象。通过调研，分析总结该学院目前存在的主要
问题和原因，并结合市场营销的相关理论对该学院可采用的营销策略进行分析，
即品牌营销策略、招生营销策略和开展社会培训的营销策略。希望对其他公办
高职院校制定营销策略起到一定的借鉴作用，这也正是本文作为应用型论文的
创新之处。
关键词： 泉州 公办高职 营销 策略
Abstract
Since the carry-out of the reform and opening policy, Quanzhou has achieved a lot
in the developments of higher vocational school either in scale and numbers, and the
developments of the public and private vocational colleges are parallel to each other.
Both of them have trained and delivered large population of skillful talents for the
local economic growth. As the further expanding of the construction of Economic
Zone on the Western Coast of the Taiwan Straits, the developments of the public
vocational colleges are meeting the new opportunities and challenges. Now facing
both pressure of higher calls aroused from the Haixi strategy and the competition
coming from the private vocational colleges, it is critical for Quanzhou’s public
vocational colleges to timely import marketing strategy in order to maintain its
competitiveness advantage.
This article firstly summarizes the situation of current study on the marketing
theory for school education; secondly, it defines the definition of the public and
private colleges and analyses the difference between them, which are set as the
foundation for further discussion. By interviews and questionnaires among several
vocational colleges, the author discovers and summarizes the major problems existing
in the developments of the local public vocational colleges from the points of views
of the scale, financial fund, school concepts, teachers and social service function and
so on. The problem in marketing is particularly protruding in terms of blunted
marketing consciousness, short of investing fund, limits for promotion and
major-homogeneity in different colleges. Inter-grating the background of the
Economic Zone on the Western Coast of the Taiwan Straits and 4C marketing theory
and based on Haixi strategy, the author has put forward the marketing tactics for
Quanzhou public colleges, namely “teach and take in accordance with one’s needs at
low cost and with high quality, serving the industry in the convenient ways by
multiple communication and with mutual interests”.
Among Quanzhou public vocational colleges, Quanzhou Vocational College of
Economics and Business is the one that represents, an example of which the author
takes as the subject for study. After investigating and researching, the author finds out
the problems and the reasons existing in Quanzhou Vocational College of Economics
and Business, and raises, by combining the related marketing theory and making
analysis on the marketing tactics, solutions that fit for the College, which are Brand
marketing strategy, Enrolment marketing strategy and Social Training strategy. It is,
the author believes, the most creative and essence of this practical writing if it can be
a good reference for the other public colleges when deciding their marketing
strategies.
Keywords：Quanzhou Public vocational college Marketing Strategy
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