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论文编号：	3619
作者编号：	2220081045
上传时间：	2011/11/4 15:17:50
中文题目：	西安思源学院战略问题研究
英文题目：	Strategic Studies of Xi’an Siyuan College
指导老师：	白长虹
中文关键字：	关键词：民办高等教育’西安思源学院’战略’战略营销
英文关键字：	Key Words: Private higher education;Xi’an Siyuan University;Stategy;Stategic marketing
中文摘要：	改革开放和市场经济的确立推动了我国民办教育的快速发展。我国民办教育已经走过了30个年头，30年来我国民办高等教育经历了恢复、快速增长、有法可依、规范发展四个阶段。随着我国加入WTO的过渡时期的结束，面对国外优质教育资源的涌入、其他民办高校和民办高等教育机构的激烈竞争以及高考生人口的下降如何不断提民办高校的市场竞争力已成为学校决策层关注的重点。本文以战略及战略及战略营销理论为指导，以西安思源学院为研究对象，从国内外高教发展的宏观背景入手，自外而内对西安思源学院的发展机理进行研究探讨，提出学校的战略思路及实施对策。本文的研究，旨在使西安思源学院健康稳定的发展，在面对国外优质教育资源的涌入、其他民办高校和民办高等教育机构的激烈竞争以及高考生人口的下降时，转挑战为机遇，使西安思源学院在国内众多从事高等教育事业的高校中，独树一帜，办出特色、办出水平，获得更大的优势，得到健康稳定的发展。本论文共分为六章：第一章是绪论，主要阐述论文的选题背景和选题意义、研究思路和研究框架，为整篇论文的研究奠定总的基调。第二章回顾了市场营销、战略及战略营销理论以及SWOT分析工具，是整篇论文的理论基础和支撑。第三章主要阐述了思源学院的内外部环境，运用相关分析工具对西安思源学院的宏观环境，行业环境和微观环境进行分析。第四章从企业实际出发研究了思源学院的战略目标和战略选择。第五章从产品创新、优化组织结构提高校园管理水平、学院组织文化再造及人力资源战略、教师队伍建设战略、招生战略营销、营销传播六个方面阐述了思源学院战略的实施对策。第六章是结论，对本文的研究进行归纳和总结。本文阐述了思源学院的战略及战略营销构想，致力于将营销理论与学校实际，以及中国高等教育现状相结合，探究有效的、可实施的战略及战略营销对策和建议，使思源学院能够得到长期健康稳定的发展。
英文摘要：	The Opening Reform Policy and the establishment of the Market Economy have largely promoted the rapid development of Private Education in China.During the late 30 years of its history, Private Education in our country has been moving forward through four stages, including recovery, swift growth, legal supported period and standardized period. As the trasition of integrating WTO comes to a close, it has been a great concern to the directors of private universities that they have no choice but to face the reality of the emerging of overseas high-quality educational resources, followed by competitions with other private universities and private higher educational organization, as well as the decline of the number of students who enroll the college entrance examination. Based on the theory of strategy and strategic marketing, this thesis sets Xi’an Siyuan University as an example, commences with introductions of macro background of both domestic and foreign higher education development, mainly discusses the development mechanism of Siyuan from external to internal situation, and finally presents some kinds of stategic marketing ideas and implemention approaches about Siyuan University’s futher development. The purpose of this research is to seek and maintain healthy and steady development mechanism of Siyuan University,converting external challenges to opportunities for Siyuan under the fierce competition environment,and forming its own styles and fames in the private education market. This thesis is consisted of six chapters.Chapter 1 introduces the background, significance,clue and frame of the research.In Chapter 2,an overview of marketing, strategy, strategic marketing theory and SWOT analysis method is presented acting as theoretical foundation and support for the whole research.The next chapter describes the external and internal environment, the macro and micro environment which Siyuan University faces by using a series of analysis method mentioned before.Chapter 4 then discusses the strategic objectives and selections for Siyuan from the current situation.Chapter 5 puts forward the implemention approaches to Siyuan that includes product annovation, optimization of organization structure, reconstruction of human resources, reinforcement of teachers’ competence, marketing of students’ recruitment and marketing broadcasting according to Siyuan’s strategic plan. The last chapter is a conclusion which briefly induces and summarizes the total research.In general, this thesis elaborates the development strategy and strategic marketing scheme of Siyuan University, and explores effective and implementary approaches and suggestions of strategy and strategic marketing on the basis of study about the combination of the marketing theory, the actual status of Siyuan and the current situation of China’s higher education, aims at seeking and maintaining the long-term healthy and steady development of Siyuan Univertisy.
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