本文主要研究的是市场营销理论出现和形成的过程，以及其内部理论不断
成熟的标志。其次文章也对市场营销理论产生的意义和积极作用进行了探讨，
并分析了其中存在的问题和不足
在泉州的民办高校中，泉州信息工程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。通过对泉州信息工程学院的实行发放调查问卷和师
生及相关领导访问，用 SWOT 分析法总结了学校面临的机会和威胁，分析该学院
在经营过程中在招生环节遇到的各种问题和不足，并分析了这些具体问题出现
的原因，同时，为促进学校发展，运用 STP 营销战略对生源市场进行了分析，
提出了品牌营销策略、4C 营销策略和 4P 营销策略等营销策略优化方案。最后，
总结出全文的研究结论并进行展望，希望对其他民办高校的招生环节能够发挥
一些促进作用，并且专门针对学校营销制定了一系列的措施，十分受用
关键词： 泉州市 民办高校 营销 策略华侨大学硕士学位论文
II
Abstract
Since the reform and opening up, Quanzhou private higher education, though
starting late, but has developed very fast. To serve the local economic construction,
the majors of Quanzhou private higher education have the distinct characteristics of
the local industry. Therefore, the economic development of Quanzhou and its private
higher education promote each other. Quanzhou private higher vocational colleges
have achieved great development both in terms of scale and quantity especially in
recent years. This brings a pattern of equal shares with the development of public
higher vocational colleges and prepares a large number of skill-oriented personnel
for the local economic development. With the thorough development of the Cross
Strait Economic Zone construction, the development of Quanzhou private higher
vocational colleges is confronted with opportunities as well as challenges. Facing the
higher requirement of Hercynian strategy and the competition with public higher
vocational colleges, timely introduction of marketing strategies becomes an
important means of maintaining competitive advantage for Quanzhou private higher
vocational colleges.
This article first introduces the background, meaning, methods and the innovative
of this research. Then taking the marketing theory and that for colleges as guidance it
summarizes the research on domestic and abroad college education marketing
theories. Among Quanzhou Private higher vocational colleges, Quanzhou
Information Engineering College is one of the representatives, so this paper takes it
as the research object of cases. Summarizing the chances and threats the college
faces by SWOT, it also analyzes the main issues currently existing in this college on
the college scale, development funds, educational ideas, teaching staff and social
service function, etc after visiting and distributing questionnaires to Quanzhou
Information Engineering College. Through investigation, it analyzes the currently
existing main problems and their causes of the college. It also puts forward the
adoptable marketing strategies for the college based on the relevant marketing
theories such as the brand marketing strategy, 4C marketing strategy, and the 4PAbstract
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marketing strategy on carrying out social practice. The conclusion of this paper will
be of some help to other private higher vocational colleges in formulating marketing
strategies, which is the innovation of this article as a practical paper.
Keywords: Quanzhou private higher vocational college marketing
strategies目录
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目 录
第 1 章 绪论..........
1.1 研究背景及意义......
1.2 国内外研究现状综述... 3
1.2.1 国外研究状况........ 3
1.2.2 国内研究现状........ 4
1.3 研究内容及基本框架... 5
1.3.1 研究内容... 5
1.3.2 基本框架... 6
1.4 研究方法与创新点....... 7
1.4.1 研究方法.... 7
1.4.2 创新点........ 7
第 2 章 理论基础......... 9
2.1 市场营销 4C 与 4Ps 理论......... 9
2.1.1 罗伯特·劳朋特 4C 营销理论...... 9
2.1.2 杰罗姆·麦卡锡 4Ps 营销理论.. 10
2.2 学院营销概念的界定. 11
2.3 本章小结......... 12
第 3 章 泉州信息工程学院营销现状分析
3.1 泉州信息工程学院的基本情况......
3.2 泉州信息职业工程学院存在的主要问题..
3.2.1 硬件设施未能支撑办学规模...
3.2.2 专业建设有待提高.......
3.2.3 师资队伍仍显薄弱.......... 15
3.2.4 开展营销的力度远远不够.......... 16
3.2.5 社会服务功能弱.. 16
3.3 泉州信息工程学院的 SWOT 分析....
3.3.1 优势分析..........
3.3.2 劣势分析...........
3.3.3 机会分析.. 18
3.3.4 威胁分析.. 19
3.4 本章小结......... 20
第 4 章 泉州信息工程学院的营销战略....... 21
4.1 泉州信息工程学院的市场细分......... 21
4.2 泉州信息工程学院的目标市场选择. 22
4.3 泉州信息工程学院的市场定位......... 23
4.4 本章小结......... 21
第 5 章 泉州信息工程学院的营销策略及实施....... 25
5.1 泉州信息工程学院的品牌营销策略. 25
5.1.1 培植品牌优势和特色..... 25
5.1.2 教学名师建设..... 26
5.2 泉州信息工程学院的 4C 营销策略... 27
5.2.1 因需施教，各取所需..... 27
5.2.2 成本最低，质量最高..... 27
5.2.3 方便企业，服务企业..... 28
5.2.4 多方沟通，共同获利..... 28
5.3 泉州信息工程学院的 4Ps 营销策略. 30
5.3.1 产品策略. 30
5.3.2 价格策略. 30
5.3.3 分销渠道策略..... 30
5.3.4 促销策略. 31
5.4 泉州信息工程学院的营销策略实施. 33
5.4.1 强化营销观念..... 33
5.4.2 实施整合营销..... 34
5.4.3 实施人性化管理. 34
5.4.4 健全激励机制..... 34
5.4.5 进行定期的营销诊断..... 34
5.5 本章小结......... 35
18目录
VII
第 6 章 总结与展望... 37
6.1 本文研究的主要结论.. 37
6.2 研究前景与展望.......... 37
参考文献......... 39
致谢..... 43
个人简历、在学期间发表的学术论文与研究成果........... 45
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