摘要
随着社会的不断发展,我国高等教育现在已经走向了 “大众化教育”。高校毕业
生的人数的每年激增,造成就业形势越来越严峻,大学生的就业压力越来越大,解决大
学生的就业问题成为当前重要问题之一。由于我国高等职业教育(以下简称“高职教育”)
起步较晚,入学时学生素质起点低,高职学时短,人们对高职院校毕业生存在“岐视”
的偏见,使得在高校毕业生的就业问题在高校毕业生中更加困难。高职教育是否能持续
发展,就业问题的解决首当其冲。

为了解决就业压力问题,本文运用了市场营销理论,通过运用营销策略来解决就
业压力问题。本文作者以就职学校-广西水利电力职业技术学院学院(简称SD学院)作
为在就业市场的研究对象,通过查阅各种文献以及就业和营销理论(4PS),在分析了
我国高职院校就业现状的基础上,首先分析了广西水利电力职业技术学院(简称SD学
院)的情况,其次通过对SD学院就业环境宏观和微观环境的分析,运用SWOT和STP分
析方法,将环境机会和SD学院现有的资源进行整合,从而有创新的提出营销理论在学
校的运用,最后提出了 SD学院实施营销策略的保障措施。

关键词:高职院校毕业生;就业问题;营销策略;4PS理论
ABSTRACT
With the continuous development of society, Chinese higher education is now heading to
stage of the nmass education. The employment situation is getting wose while the students
are facing higher employment pressure.Taking the employment problem has become a big
challenge. Because Chinese higher vocational education (hereinafter referred to as the higher
vocational education) started late with unsdtisfying student quality,shorter study period the
graduates of higher vocational college are facing social prej udi ce,making the employment of
graduates more difficult. Properly handle the employment of graduates is of great importance
for the sustainable development of higher vocational education.
In order to solve the employment problems,this paper applys a marketing theory, using
marketing strategy. The author took Guangxi College of Water Resources and Electric Power
(hereinafter referred to as SD college) as the object of study in the job market, useing to
various marketing theory (4PS) to analyse the present situation of employment for higher
vocational colleges graduates. Second, using micro and macro environment analysis,SWOT
analysis and STP analysis method, to integrate the job environment opportunities and
resources of SD collage,put forward the innovation of maketing strategy.
KEY WORDS: Higher vocational college graduate; The employment
problem; Marketing strategy; 4 PS theory