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1、当代学校营销问题,主讲:曾小军,广州大学硕士预科课程,专题二：学校营销战略,一、营销战略来源及概念内涵 (The resource and concept of marketing strategy ) “战略”一词来源于军事用语，原意是指导战争全局的方略，是为实现战争目标而制定和采取的准备和实施战争的方针、策略和方法。 Strategy is a word from military terms. Original intention means the general plan to conduct the overall war, is the preparation to achiev
2、e warfare goals and is the policy, strategies and methods to the implementation of the war,. 在管理学中，战略是为实现组织或企业长远目标所选择的发展方向、所确定的行动方针以及资源分配方案的一个总纲。 In management science, the strategy is the development direction ,is the determined action plan and is a general program of resource allocation for realiz
3、ing organization or enterprises long-term target.,学校营销战略-学校在教育市场中为了获得竞争优势、实现经营效益最大化所确立的学校发展目标以及为实现这些目标而进行的谋划活动。 school marketing strategy- schools development goals and the scheme activities for achieving these ambitions in order to get competitive advantages, to realize the maximization of manageme
4、nt benefit in the education market. 学校营销战略的目的：The purpose of the school marketing strategy 实现学校经营效益最大化，确保学校在未来的市场竞争中处于领先地位甚至主导整个市场。 Realizing maximization of school management benefit and guaranteeing school stands in a leading position even leads the whole market in the future market competition.,二
5、、学校营销战略目标的选择 (The choice of school marketing strategys target) 战略目标的确定需要进行战略分析，以确定学校营销战略目标、行动方向、资源分配方针及分配方案。 Determination of strategic goals needs strategic analysis to determine the school marketing strategic goals, action direction, resource allocation policy and distribution solutions.1、人力资源现状需求
6、分析；（学校定位） (Demands analysis of human resources situation) (school location),2、学校经营环境分析(Analysis of the school operation environment )；3、竞争对手分析(Analysis of the Competitor )；4、潜在消费对象和消费需求分析(The analysis of potential consumer objects and consumer demands )。,三、学校营销战略的实施(Implementation of the strategy of
7、 school marketing)1、制定战略实施计划(Developing a strategy implementation plan ) 一般包括对战略方向及学校办学指导思想、战略目标及学校经营发展目标及总体战略的说明。 Generally, it includes explanation of strategic direction, guiding ideology and strategic objectives for running a school, and school operation development target and overall strategy .
8、2、战略实施的组织保证 (organization guarantee of the strategy Implementation ) 设立学校董事会、理事会、市场营销部等 Setting a school board, a council, a marketing department, etc,3、战略实施与校园文化 (strategy Implementation and campus culture ) 培养和树立共同的价值观 cultivating and establish common values4、战略实施的控制与评估 (Control and evaluation of
9、Strategy implementation ),案例：“一分钟”节约运动 日立公司是日本著名的三大电器公司之一，拥有20 个工厂，8个研究所，近8 万名职工，另外还有近百个与它有联系的公司。日本管理界认为，日立公司成功的支柱除了人和技术之外，还有重要的一条便是节约精神。 日立公司在开展节约运动时提出了“一分钟在日立应看作是8万分钟”的口号，意思是说，一个人浪费1分钟，日立的8万名职工就要浪费8万分钟，按一人1天劳动8小时计算，八万分钟就等于一个人劳动166天。在这个口号的鼓动下，日立公司从上到下普遍树立起“公司越是庞大就越要节约”的观念。,组织文化,组织文化建设,日立公司内部使用的信封正面
10、上贴有一张画着几条横线的纸。第一次使用时，收信人名写在第一行，第二次使用时，收信人名写在第二行，同时把上次的收信人名涂掉。在日立公司里，写张便条或者记点什么东西，如果用了新纸，马上就会受到批评。即使是公司董事使用的笔记本，也是电子计算机用过的纸订起来的。 在日立公司，有一条不成文的“规矩”，用不着的电灯一定要关掉。日本修建的办公室，日光灯的开关一般都是集中控制的，但在日立公司的任何一间办公室里，到今仍是每一盏灯拖着一根绳子。午休的时候，职工们都要把灯关掉。 所有这些都卓有成效地推进了整个公司的节约运动，降低的公司的成本，大大增强了公司的竞争优势。,组织文化,组织文化建设,四、学校营销战略选择路
11、径分析 (Path choice analysis of school marketing strategy ),（一）教育市场细分战略(Education markets segmentation strategy ) 教育市场细分-以教育消费需求的某些特征或变量为依据，区分具有不同教育需求的顾客群体，把那些具有相同教育需求的顾客群体集合为一个整体。 Education market segment- On the basis of some characteristics or variables of education consumption demand, distinguish c
12、ustomer groups with different education demands, put those customer groups with the same education demands as a whole. 目前教育市场细分主要是根据地理环境因素、人口因素、消费心理和消费行为因素作为参照点，把教育市场细分为教育主体市场、教育客体市场、教育时间市场、教育空间市场。 At present, mainly referring to geographic environmental factors, population factors, consumer psychol
13、ogy and consumer behavior factors, education market is segmented to education subject market, education object market, education time market and education space market.,1、教育主体市场(the subject education market),除了单一的公办体制和民办体制，目前办学体制改革涉及到的关于办学体制的混合型形式,有学者这样分类： Besides single public system and private sy
14、stem, at present, the structural reform of running a school does with the mixed form of running a school. some scholars classify as: （1）国有民办(The state-owned schools running in a private way) 国有民办学校是指由国家和政府提供一定的土地和固定的基础设施、设立并依照法律程序交由具有法人地位的社会团体或公民个人承办的教育机构。承办者享有社会力量办学的政策和办学自主权。学校承办者负责依法筹集全部或大部分学校事业费和
15、日常运行经费，并负有对校产保值增值和对培养计划保质保量完成的责任。国有民办是介于纯政府办学与纯民间办学之间的一种形式。 State-owned schools running in a private way is the education institutions which builded based on certain land and fixed infrastructure offered by the state and the government, and set up in accordance with legal procedures by social organi
16、zations or individual citizens that have the legal person status. Contractors enjoy policy and autonomy. They are responsible for all the school raise or most of the school funds and the daily operation funds based on law, and keep or improve the value of schools property and guarantee the training
17、plan accomplishment. The state-owned schools running in a private way is a form of education between running by pure government and by pure folk.,（2）教育集团(Education Group ) 教育集团的运作方式是：学校校长只管把教育教学抓好，对集团负责，资金投入、基本建设和学校发展等问题都由教育发展集团去解决。一个教育发展集团可跨几个学校和多个地区进行投资办学。 The operation mode of Education group is: school principal focus on education and teaching and be responsible to the group. capital investment, basic construction and school development are done by The Educational Development Group. A Educational Development Group can span several schools and districts for investment in running schools.,
