摘要
近年来,随着上海国际化大都市地位的日益凸显,上海的中职教育发展也相当迅速。
与国外合作的中职学校越来越多,其合作办学的模式越来越多样化。而如何打造项目品
牌,如何在招生中处于不败之地,成为各所有着中外合作办学资格的中职校所面临的新
难题。
本论文以上海一中职校SG学校为例,通过分析SG学校中外合作办学的内、外部环
境,并对招生人数逐年下降的情况作出分析。首先,学校中外合作项目的市场定位不够
清晰;其次,中外合作办学项目对产品的市场营销缺乏重视;再次,中外合作办学项目
存在着教学和管理方面的一系列问题;最后,面对诸多的竞争者,消费者的需求得不到
充分地满足,学校自身的优势得不到最大地发挥。本文从以上四个问题出发,以SG学
校为例,对上海中职校的中外合作项目市场进行研究,根据中职校的特点,通过对市场
细分,定位,营销策略的研究分析,得出在上海国际化的大趋势下的市场营销策略,使
得SG学校在竞争激烈的市场环境中立于不败之地。对上海市中职校中外合作项目的市
场营销起到了一定的指导作用。
关键词:上海中职校;中外合作办学;市场细分;营销策略
Abstract
A cosmopolitan city, Shanghai has seen a rapid growth in secondary vocational education
over the past a few years, More and more secondary vocational schools aim at cooperation in
running schools with foreign partners in more diversified ways. How to make a brand How
to get the upper hand in recruiting students These questions are some of the new challenges
to secondary vocational schools who have acquired the qualifications for such programs.
This dissertation takes the SG School, a secondary vocational school, as an example. It
examines both internal and external environments for SG's Sino-foreign cooperation in
running schools and annalizes what has caused a decline in student enrollment numbers in this
school. First, the school does not have a clear market orientation. Second, it has not stressed
enough on the marketing and promoting of its products. Third, problems in teaching and
administration persist. Last but not least, the school has not yet made the best of its
advantages despite a strenuous race against many competitors. Evolving from these four
questions, this dissertation uses the SG School to examine Sino-foreign cooperation in
Shanghai's secondary vocational schools. The research on market segmentation, market
orientation, and marketing strategies, yields marketing strategies sought in a prevailing trend
for the opening of Shanghai.
The research which contributes to making SG School play a leading role in the competitive
market environment should be referenced significantly for Sino-foreign cooperation in
Shanghai's secondary vocational schools.
Keywords: Shanghai's secondary vocational schools; Sino-foreign cooperation in running
schools; market segmentation; marketing strategies