I 摘要 随着经济的快速发展，产业结构的不断优化调整以及中国高职教育政策、法规的 进一步完善，中国高职教育取得了快速的发展。甘肃钢铁职业技术学院作为酒钢集团 公司企业办高等职业教育学校，建校于1978年，在30多年的发展过程中，酒钢集团 在资金、学生就业等方面都给予大力支持和帮助。近年来，钢铁产能过剩及经济持续 低迷，酒钢集团效益日益下滑以及受学校专业设置、教学质量、社会影响力等因素影 响，酒钢对学校毕业生的招聘政策不断变化且不稳定，毕业生就业质量较差，致使学 校面临招生难的问题。同时，受国企改革影响，要求加快剥离国有企业办医疗、教育 等公共服务机构。届时，学校生存及发展之路会更加艰辛。 本文从上述的背景可以得出，把营销战略管理的基本理论作为研究基础，并结合 营销管理在高等教育领域的研究现状，使理论与实践相结合，本文主要采用文献研究 法、调查法、SWOT分析等为工具，针对甘肃钢铁职业技术学院的发展现状、学院的 内部环境以及学院的外部环境进行透彻的分析，考虑到目前高职教育、经济的发展形 势，从市场需求、行业竞争以及学院自身办学能力的角度出发，归纳总结出甘肃钢铁 职业技术学院发展过程中存在的优势和劣势、面临的机会和威胁，深入分析并有效制 定学院发展的营销战略。 关键词：职业技术学院，营销战略，策略 ABSTRACT III ABSTRACT Withtherapiddevelopmentofeconomy,thecontinuousoptimizationandadjustmentof industrialstructureandthefurtherimprovementofChina'shighervocationaleducation policiesandregulations,China'shighervocationaleducationhasmaderapiddevelopment. GansuIronandSteelVocationalTechnicalCollegeasJiuGanggroupcompanyrunhigher vocationaleducationschool,foundedin1978,inmorethan30yearsofdevelopment, JiuGanggrouphasgivenstrongsupportandhelpinthefieldsofcapitalandstudent employment.Inrecentyears,steelovercapacityandsustainedeconomicdownturn,the benefitofJiuGanggroupisdecliningdaybydayandisinfluencedbytheschool's professionalsettings,teachingqualityandsocialinfluence,JiuGang'srecruitmentpolicy forschoolgraduatesisconstantlychangingandunstable,thequalityofgraduates' employmentispoor,theschoolfacestheproblemofdifficultenrollment.Atthesametime, affectedbythereformofstate-ownedenterprises,itrequiresspeedingupthestrippingof state-ownedenterprisesfromrunningpublicserviceagenciessuchasmedicaltreatment andeducation.Bythen,theroadtoschoolsurvivalanddevelopmentwillbemoredifficult. Thisarticlecanbedrawnfromtheabovebackground,thebasictheoryofmarketing strategymanagementasaresearchbasis,combinedwiththeresearchstatusofmarketing managementinthefieldofhighereducation,tocombinetheorywithpractice,thisarticle mainlyusesliteratureresearchmethod,investigationmethodandSWOTanalysisastools, accordingtothedevelopmentstatusofGansuIronandSteelVocationalTechnicalCollege, athoroughanalysisofthecollege'sinternalenvironmentandthecollege'sexternal environment,consideringthecurrenteconomicdevelopmentsituationofhighervocational education,fromtheperspectiveofmarketdemand,industrycompetitionandcollege'sown abilitytorunaschool,summarizestheadvantagesanddisadvantagesexistinginthe developmentofGansuIronandSteelVocationalTechnicalCollege,opportunitiesand threats,in-depthanalysisandeffectivedevelopmentofthecollege'smarketingstrategy. Keywords:VocationalTechnicalCollege,Marketingstrategy,Tactics 插图索引 V 插图索引 图1.1论文研究技术路线图.............................................................................................4 图2.14Ps营销理论模型图..............................................................................................9 图4.1PEST分析法..........................................................................................................19 图4.2甘肃省高等职业教育院校分布图.......................................................................23 图4.3我院近三年就业情况对比图...............................................................................36 图5.1学院营销战略鱼骨图...........................................................................................41 图5.22017年我院毕业生在酒钢以外就业分布图......................................................47 表格索引 VII 表格索引 表3.1甘肃钢铁职业技术学院专业设置表.....................................................................14 表4.1甘肃省省属高职高专院校一览表.........................................................................22 表4.22011年甘肃省高等职业院校专业结构与产业结构匹配对比表........................24 表4.3甘肃省内四所高职院校对比分析表.....................................................................25 表4.4甘肃省内四所高职院校产品分析表.....................................................................27 表4.5甘肃省内四所高职院校定价分析表.....................................................................27 表4.6甘肃省内四所高职院校分销分析表.....................................................................28 表4.7甘肃省内四所高职院校促销分析表.....................................................................28 表4.8《规划》中职业教育发展主目标预计表.............................................................31 表4.92014～2017年我院招生情况统计表....................................................................36 表4.10学院自身条件SWOT矩阵分析表.........................................................................37 表5.1我院2007～2012年各专业学生人数统计表.......................................................48 表5.2甘肃省部分高职院校收费统计表.........................................................................53 目录 XIII 目录 摘要........................................................................................................................................I ABSTRACT............................................................................................................................III 插图索引................................................................................................................................V 表格索引............................................................................................................................VII 第一章绪论......................................................................................................................1 1.1研究背景和意义..................................................................................................1 1.1.1研究背景....................................................................................................1 1.1.2研究意义....................................................................................................1 1.2国内外研究综述..................................................................................................1 1.3研究方法和内容..................................................................................................3 1.4论文框架..............................................................................................................4 第二章营销战略管理相关理论综述..............................................................................7 2.1相关概念..............................................................................................................7 2.1.1高等院校营销............................................................................................7 2.1.2营销战略....................................................................................................7 2.1.3营销策略....................................................................................................7 2.2理论基础..............................................................................................................7 第三章学院发展现状....................................................................................................13 3.1学院基本情况....................................................................................................13 3.2学院现有的营销战略........................................................................................17 3.3学院存在的问题................................................................................................18 3.4本章小结............................................................................................................18 第四章学院营销