在当今形势不断变化的情况下，高校里的民办教育应该采取战略性规划，构
建完善内涵，提高教学水平，取得优势以应对竞争。H 学院在 1995 年汽车中专
的基础上于 2003 年升格为高职院校，成为众多高职院校中的一员。2014 年升格
为本科院校，成为转型下的普通本科院校中的一员。H 学院发展的快速发展是有
目共睹的。
近年以来，民办高校招生寒流击心，困局四起。虽然民办高校的招生危机表
面上是在宏观形势变化的影响下，市场规律的体现，但在本质上，它是必然的产
物，民办高校必须定义发展思路和战略选择。在日渐深重的多种困局面前，本文
以 H 学院为研究对象，运用战略管理的理论和方法进行思考、规划和改革。运用
战略管理的理论和方法，在 PEST 分析法的指导下，来对 H 学院周围的政治背景
和法律氛围、经济情况、技术水平以及文化状况展开讨论；采用“五力模型”的
方法，对行业所处的境遇进行探究；在 SWOT 方法的指导下，对利于其自身发展
以及不利于其自身发展的优点和缺点，机遇和挑战进行探讨，最终给出了学院的
未来发展计划和战略确定，从而提高品牌影响力。注重顶层设计，加强内涵建设，
推进专业化管理，加强现代化融资，力挺营销招生等系列举措来提升办学质量，
规避风险，图持发展。
关键词：民办高校、发展战略、办学特色、管理模式II
Abstract
As everyone knows, the private higher education is a new type of higher
education to adapt to social development, factors of reform and opening up, market
economy, enterprise restructuring, personnel idea, education reform and the
establishment of, is the product of social development, is also the essence of
education regression. In the development of private higher education, it also brings
fierce competition among private universities, private universities and public
universities. Overall, the status of private universities in the competition is not
obvious, while facing health problems, long-term survival and sustained development
can be seen, for the majority of private colleges and universities, how to find a
suitable for their own long-term development quickly is very worthy of study and
discussion.
Under the new situation of survival and development, the private higher
education must carry on the strategic research, strengthen the connotation
construction, improve the quality of education and teaching, and gain the advantage to
cope with the competition. Hcollege in 1995 based on the school car in 2003
upgraded to become a member of many vocational colleges in Higher Vocational
colleges. In 2014, upgraded to a university, become a member of ordinary colleges
and universities in transition. The rapid development of Hcollege is obvious to all.
In recent years, private college enrollment hit cold heart, dilemma four. Although
the enrollment of private colleges is on the surface of the crisis in the impact of the
macroeconomic situation changes, reflect the laws of the market, but in essence, it is
the inevitable product of private colleges and universities must define the
development ideas and strategic choice. In the face of a growing variety of difficulties
in front of the H Institute for the study, the use of strategic management theory and
methods of thinking, planning and reform. By using the theories and methods of
strategic management, through the PEST analysis of the H School of political and
legal environment, economic environment, technological environment and social
cultural environment analysis; using Five Forces Model to analyze the industry
environment; the use of SWOT analysis of the internal and external environment, theIII
opportunities and threats, strengths and weaknesses the analysis, and put forward the
development of strategic objectives and strategic choices, to strengthen the brand
development, focus on top-level design, strengthen the connotation construction,
promote the professional management, strengthen the modernization of finance,
marketing and other initiatives to support students to enhance the educational quality,
to avoid risks, to the development of.
Key words: Private Colleges and universities, development strategy, school
characteristics, management modelIV
目录
摘要...I
ABSTRACT..........II
目录..IV
1 绪论 .1
1.1 研究背景 ......1
1.2 研究意义 ......1
1.3 文献综述 ......2
1.4 研究方法 ......3
1.4.1 PEST 分析法3
1.4.2 SWOT 分析法4
1.4.3 波特五力模型分析法 ....5
2 H 学院现状及内部环境分析 .....6
2.1 H 学院基本概况 6
2.1.1 H 学院简介.6
2.1.2 H 学院发展历程.........6
2.2 H 学院发展中存在的问题分析 7
2.2.1 大学理念不明确.........7
2.2.2 人才培养目标不完善.....8
2.2.3 师资建设队伍落后.......9
2.2.4 内部管理方面存在的问题10
2.2.5 办学效益方面存在的问题10
2.3 H 学院资源与能力分析 .....12
2.3.1 办学条件分析..........12
2.3.2 师资队伍分析..........12
2.3.3 办学能力分析..........13
2.4 独特竞争力分析 ...........13
3 H 学院外部环境分析 ..........15V
3.1 政治环境分析 .15
3.1.1 民办高校的发展有国家政策支撑......15
3.1.2 民办高校上层次有区域地方保护......15
3.2 经济环境分析 .16
3.3 技术环境分析 .16
3.4 社会环境分析 .16
3.4.1 社会缺乏对民办高校的正确认识......16
3.4.2 就业前景问题堪忧......17
3.5 行业环境分析 .17
4 H 学院发展战略选择及制定 ....19
4.1 H 学院的 SWOT 分析 ........19
4.1.1 优势分析..19
4.1.2 劣势分析..19
4.1.3 机会分析..20
4.1.4 威胁分析..21
4.2 H 学院战略选择与评价 .....22
4.3 H 学院战略目标定位 .......22
4.4 H 学院发展战略选择 .......23
5 H 学院发展战略实施的措施 ...24
5.1 注重顶层设计 .24
5.1.1 体制战略 .24
5.1.2 竞争战略 .25
5.1.3 环境战略 .25
5.1.4 创新战略 .27
5.1.5 宣传战略 .27
5.2 加强内涵建设 .28
5.2.1 加强办学内涵定位 .....28
5.2.2 加强办学模式管理 .....28
5.2.3 加强学科专业建设 .....29
5.2.4 加强人才战略发展 .....30V
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