在我国,职业教育是一项基础教育制度,同时在国家教育事业也占有着重要

地位。在我国民办高职教育正处于快速发展的趋势,院校也在不断增加、招生不

断扩大规模。近年来,民办高职院校日趋激烈的竞争,学校的生源也处于白热化,

从而出现了五花八门的招生策略。面对激烈的竞争,民办高职院校借鉴营销管理

理论,量身制定招生营销策略,以便获得更大的优势,以保障生源的数量和质量

的稳定与提高,为社会培养出更多高技能型人才,解决院校的生存和发展的问题。

本文的研究对象是潇湘职业学院,以市场营销理论和营销战略理论为根本,

针对在招生中面临和存在的各种问题,通过运用数据统计、问卷调查和分析法,

从理论和宏观现象到实践、微观和本质的研究,提出相应的招生营销策略。首先,

论文对学院的招生情况分析,并针对潇湘职业学院的招生问题的进行分析,发现

其生源不足、招生代理不规范造成消极的影响、师生皆兵的消极作用、宣传不规

范等多种问题;随后,对造成这些问题的原因进行分析;再者,对国内外职业院

校招生经验及启示分析,包括日本、德国、美国等国外职业院校招生经验,以及

国内上海、重庆、河北、天津等地的职业院校招生经验;最后运用营销理论提出

相应的招生策略。希望通过本论文的研究,为其他民办高职院校的招生营销工作

提供借鉴。

关键词:潇湘职业学院;民办;招生问题;对策

Abstract

In China, vocational education is a basic education system, while the national

education also occupies an important position. Private vocational education in our

country is in a trend of rapid growth, the institutions also increased,expanding the

scale of enrollment. In recent years, the increasingly fierce competition in the private

vocational colleges, the school's students are also in intense, which appeared in a wide

variety of recruitment strategies. Faced with fierce competition, drawing and

marketing management theory of private vocational colleges, enrollment tailor

marketing strategies in order to get a better advantage, in order to protect the quantity

and quality of students and enhance the stability, social culture more highly skilled

personnel, to solve problems of survival and development institutions.

Object of study is the Xiaoxiang Vocational College, marketing theory and

marketing strategy as a fundamental theory, for a variety of problems faced and the

presence of admissions, through the use of statistics, surveys and analysis, from

theory to practice and macroscopic phenomena, microscopic and nature,the

corresponding enrollment marketing strategy. First,the paper analyzes college

enrollment, and for the conduct of Xiaoxiang Vocational College Admissions problem

analysis, which found insufficient enrollment,enrollment agent does not have a

negative norm, the use of teachers and students in school enrollment, publicity and

other non-standard problems; subsequently, the causes of these problems are analyzed;

Furthermore, for domestic and international experience and inspiration vocational

college admissions analysis, including Japan, Germany, the United States and other

college admissions experience of foreign occupation, as well as domestic Shanghai,

Chongqing, Hebei, Tianjin vocational schools and other places of admissions

experience; propose appropriate admissions policy last use of marketing theory. Hope
Abstract

In China, vocational education is a basic education system, while the national

education also occupies an important position. Private vocational education in our

country is in a trend of rapid growth, the institutions also increased,expanding the

scale of enrollment. In recent years, the increasingly fierce competition in the private

vocational colleges, the school's students are also in intense, which appeared in a wide

variety of recruitment strategies. Faced with fierce competition, drawing and

marketing management theory of private vocational colleges, enrollment tailor

marketing strategies in order to get a better advantage, in order to protect the quantity

and quality of students and enhance the stability, social culture more highly skilled

personnel, to solve problems of survival and development institutions.

Object of study is the Xiaoxiang Vocational College, marketing theory and

marketing strategy as a fundamental theory, for a variety of problems faced and the

presence of admissions, through the use of statistics, surveys and analysis, from

theory to practice and macroscopic phenomena, microscopic and nature,the

corresponding enrollment marketing strategy. First,the paper analyzes college

enrollment, and for the conduct of Xiaoxiang Vocational College Admissions problem

analysis, which found insufficient enrollment,enrollment agent does not have a

negative norm, the use of teachers and students in school enrollment, publicity and

other non-standard problems; subsequently, the causes of these problems are analyzed;

Furthermore, for domestic and international experience and inspiration vocational

college admissions analysis, including Japan, Germany, the United States and other

college admissions experience of foreign occupation, as well as domestic Shanghai,

Chongqing, Hebei, Tianjin vocational schools and other places of admissions

experience; propose appropriate admissions policy last use of marketing theory. Hope