专题六：学校招生营销完成.ppt

专题六：学校招生营销(School Admissions Marketing ) 一、学校招生过程中整体化营销策略(Overall marketing strategy during school Admissions) 1、凝练办学特色，制定学校发展规划，进行整体营销策划(To concise school characteristics, make plans of school development, proceed overall marketing strategy) 。 在学校办学层次、类型、人才培养模式、课程设置、教师人力资源开发与人力资本经营、升学就业、服务地方经济文化教育区域性等方面明确学校定位，为打开学校生源市场作铺垫，为实现学校招生营销的最终目的打下基础。 To clear the orientation of school in many aspects,including education level, type, talent education mode, courses setting, the development of teacher’s human resources, the management of human capital, further education or employment , the service of the local economy-culture-education areas and so on, laying a foundation for openning up new markets of college students matriculate for and achieving the ultimate goal of school admissions marketing. 2、采用最便捷传媒方式，扩大学校知名度和影响力，创造学校品牌(Using the most convenient way of media to expand the visibility and influence of the school and create school brand ） 学校常用的宣传媒体主要包括：人际传播媒介、平面传播媒介、电子传播媒介。The school commonly used propaganda media mainly include: interpersonal communication medium, plane media and electronic media. 人际传播媒介：Interpersonal communication media ---外部公众（政府、民间机构的评价具有较高权威性和说服力）External public (government, private institutions evaluation has higher authoritativeness and persuasiveness ) ---内部公众（招生营销队伍）Internal public (recruit students marketing team) 平面传播媒介：包括报纸、杂志、图书、招生简章等。Plane media includes newspapers, magazines, books, recruit students general rules, etc 电子传播媒介：电视、网络、信息台（专题片）Electronic media: television, network, radio, feature films. 3、推进区域营销，促进学校向社会开放，实现现场推广策略(To promote regional marketing and promote the school open to the community, achieve site promotion strategies) 积极推进区域营销。如广东地区一些大学提出“依靠港澳台、面向东南亚、放眼全世界”，生源向东南亚地区扩展。Promoting regional marketing. For example, some universities of Guangdong areas have put forward ideas of “back on Hong Kong, Macao and Taiwan, face to southeast Asia, look into the world, wooing students from southeast Asia area. 现场推广：学校可以在招生前安排