独立学院招生中的市场营销研究.docVIP

分类号 密级 U D C 编号 10486 武 汉 大 学 高校教师在职攻读硕士专业学位论文 独立学院招生策略研究 研 究 生 姓 名：曾 辉 指导教师姓名、职称：高新发 副教授 学 科 专 业 名 称：教育经济与管理 研 究 方 向：教育管理 二 〇 〇 七 年 三 月  Research on the enrollment strategy of Independent College By Zeng Hui March,2007 郑重声明 本人的学位论文是在导师指导下独立撰写并完成的，学位论文没有剽窃、抄袭、造假等违反学术道德、学术规范和侵权行为，否则本人愿意承担由此而产生的法律后果和法律责任，特此郑重声明。 学位论文作者: 曾辉 2007年3月10日  中文摘要 独立学院是一种新的办学模式，既拥有公办高校的优质教育资源，又利用市场机制WTO后，独立学院又面临国外的大学（教育机构）的生源的竞争，生源竞争十分激烈。由于学费高、独立学院文凭性质、独立学院的教学与管理及就业相对差等问题的存在，独立学院招生困难，报到率也较低。如何争取到丰富的、高素质的生源，成为独立学院发展的生命线。The independent college is a new school-running mode of higher educational, whose growth depends on both excellent educational resources of public higher education and social fund utilization market mechanism, plays a constructive role in expanding higher educational resources and fostering the harmonious expansion of public higher education and private higher education.But, with the continuation of recruitment enlargement in higher education,There is fierce competition for independent colleges from public institutions,private higher institutions, continuing-education colleges, net colleges, vocational colleges and other independent colleges; in the meanwhile, they have to face competition for resources of recruitment against overseas universities(or other educational institutions). With disadvantages in tuition fees, the diploma, teaching and management, and employment prospects, registration percent of new students in such colleges is very low.Therefore, it′s vital to independent colleges to win abundant and high-quality student resources. In this essay I will apply the Michael Porter Model to an analysis to the competition mechanism and student sources for independent colleges in terms of competition between independent colleges, potential competitors, alternative (for public institutions and private higher institutions),sources o