国家把推进技工院校改革发展纳入到“十二五”规划中,引起了技工院校发

展的新一轮热潮,这不仅为技工院校的发展提供了契机,更提出了挑战。本文选

择政府投资体制下具有健全机构设置和办学声誉的技工院校作为研究对象,深入

探讨技工院校的营销策略,进而为我国技工院校的发展提出若干实施对策。

本文运用市场营销理论,以营销环境分析作为切入点,以SZDE高级技工学

校营销策略探讨为主线,以营销对策确立作为最终目标。对SZDE高级技工学校

市场营销环境进行系统分析,对该校当前的招生、就业等营销活动中所存在的问

题进行归纳阐述,并为SZDE高级技工学校提出营销策略选择。

首先,在营销现状分析、宏观环境分析、竞争环境分析的基础上,利用SWOT

分析工具对该校的优势、劣势,以及面临的机遇与威胁做出系统分析,进而为

SZDE高级技工学校营销策略选择提供依据;其次,运用目标市场策略、营销组

合策略、品牌营销、服务营销和联合营销理论,探讨了 SZDE高级技工学校营销

策略;最后,提出了 SZDE高级技工学校营销策略的若干实施对策。

关键词:技工院校、营销策略、技工院校营销理论

ABSTRCT

Recently,the heated development of Chinese technical schools is triggered again

as the government has made the decision of including it into the Twelfth Five-year

Plan, which provides with both further opportunities and challenges. This paper will

takerenowaed state owned schools as study objectives,and propose constructive

advices to the development and marketing strategy for Chinese technical schools.

For constructing a systematic marketing plan, this paper will concentrate on the

marketing strategy of SZDE Senior Technical School.Classic marketing theories will

be utilized in this paper to analyze the environment of SZDE Senior Technical

School.Marketing problems in its student enrollment and career service will be

discovered and response strategies will finally be presented.

Based on micro and macro environmental analysis, a SWOT model will be

applied firstly and to assist establishing theoretical sources for the SZDE Senior

Technical School case research. A following strategy combination of target market,

marketing mix, branding marketing, service marketing and joint marketing will be

applied, on which will be based at last to form implementable marketing plans.

Keywords: technical colleges, marketing strategy, marketing theory of mechanic

colleges.