关于学位论文独创声明和学术诚信承诺
本人向河南大学提出硕士学位申请。本人郑重声明：所呈交的学位论文是本人在导
师的指导下独立完成的，对所研究的课题有新的见解。据我所知，除文中特别加以说明、
标注和致谢的地方外，论文中不包括其他人已经发表或撰写过的研究成果，也不包括其
他人为获得任何教育、科研机构的学位或证书而使用过的材料。与我一同工作的同事对
本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。
在此本人郑重承诺：所呈交的学位论文不存在舞弊作伪行为，文责自负。
学位申请人（学位论文作者）签名：
2022年 6月25日
关于学位论文著作权使用授权书
本人经河南大学审核批准授予硕士学位。作为学位论文的作者，本人完全了解并同
意河南大学有关保留、使用学位论文的要求，即河南大学有权向国家图书馆、科研信息
机构、数据收集机构和本校图书馆等提供学位论文（纸质文本和电子文本）以供公众检
索、查阅。本人授权河南大学出于宣扬、展览学校学术发展和进行学术交流等目的，可
以采取影印、缩印、扫描和拷贝等复制手段保存、汇编学位论文（纸质文本和电子文本）。
（涉及保密内容的学位论文在解密后适用本授权书）
学位获得者（学位论文作者）签名：
2022年6月25日
学位论文指导教师签名：
2022年 6月25日
摘要
高等职业教育“专升本”作为职业教育的延伸，是国家教育结构中的重要环节,近
些年受到国家重视，与此同时，随着我国“专升本”教育培训业发展迅速，各类老品牌
教育企业纷纷跨行进入“专升本”教育培训行业，竞争激烈。对企业来说市场营销策略
就显得尤为重要，搞好营销工作是企业的重中之重。
本文运用文献资料法，比较分析法、实地调研法等，对河南分校进行了调研，运用
发现问题、分析问题及解决问题的思路，从市场营销角度出发，对教育培训市场、职业
教育市场营销策略的国内外相关研究进行了归纳和总结。其次，论述本文分析过程当中
运用到的相关基本知识以及理论基础，为后续的分析及实施提供了理论基础。然后以H
教育集团河南市场为例，对它近几年招生现状的了解，发现了它在营销策略上的问题，
通过对营销策略的成因和优劣势分析，从而提出了有针对性的改进对策和保障措施。
本文的主要研究论点是：目前河南市场在快速发展阶段，还需要着力提升产品质量、
发展教学研发团队、不断开发和完善新的教学体系，不断提高企业核心竞争力。灵活定
价，考虑降低教学成本，增加消费者的购买欲望。同时，开设在线应用软件，加大网络
销售渠道的投资，运用新型传媒的宣传手段，强化人才培养，密切关注人员发展，为职
工制定合适的职业规划、降低人员的流动性，在有形展示上，打造专业统一的校区环境、
设置超级IP人物，创新有形展示内容。最后强化对顾客的全过程、多环节、全方位的
服务，体现品牌差异，提高服务品质，助力企业长远发展。以期有助于提高H教育集团
在河南市场的竞争能力，也能为其他同类型企业提供一定的参考价值。
关键词：职业教育培训；营销策略；市场营销
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ABSTRACT
As an extension of vocational education, higher vocational education "upgraded to undergraduate" is
an important link in the national education structure. In recent years, it has received great attention. At the
same time, with the rapid development of China's "upgraded to undergraduate" education and training
industry, all kinds of old brand education enterprises have stepped into the "upgraded to undergraduate"
education and training industry, and the competition is fierce. For enterprises, marketing strategy is
particularly important. Doing a good job in marketing is the top priority of enterprises.
Using the methods of literature, comparative analysis and field research, with the help of marketing
strategy theory and starting from marketing theory, this paper summarizes and summarizes the relevant
research on education and training market and vocational education marketing strategy at home and abroad.
Secondly, it discusses the relevant basic knowledge used in the analysis process of this paper, which
provides a theoretical basis for the follow-up analysis and implementation. Then, taking the Henan market
of h education company as an example, through the understanding of his current enrollment situation in
recent years, we found its problems in marketing strategy and marketing strategy. Through the analysis of
the causes, we put forward targeted improvement countermeasures and guarantee measures.
The main research argument of this paper is that the Henan market is in the stage of rapid development.
focus on improving product quality, developing teaching R & D team, constantly developing and
improving new teaching system, carrying out product portfolio, flexible pricing, adjusted to "one policy for
one school, one price for one city", to meet the needs of more consumers. At the same time, consider
reducing teaching costs and reducing prices, which will help to increase consumers' purchase desire. Set up
online application software, increase investment in online sales channels and enhance brand awareness，use
the publicity means of new media to innovate the traditional publicity methods and develop "in-depth
experience marketing"; improve the teacher training system, strengthen talent training, pay close attention
to the development of talents, formulate appropriate work plans for employees and reduce personnel
mobility. create a professional and unified campus environment, set up super IP characters, innovate
tangible display content and increase enterprise publicity. Finally, strengthen the whole process, multi link
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