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1、1,当代学校营销问题,主讲:曾小军,广州大学 硕士预科课程,2,专题五 营销沟通 （Marketing communication) 第一节 沟通概述 (Communications overview),一、沟通的含义(The meaning of communication),是人们分享信息、思想和情感的任何过程。包括口头语言和书面语言，也包含形体语言、个人的习惯和方式、物质环境，即赋予信息含义的任何东西。 The proces of sharing informations, ideas and feelings, which include the oral languag or wri
2、tten language, personal habit, body language, material environment, In other words, anything that give information meaning (存在有效/无效沟通） effective communication /ineffective communication,群体沟通-用任何形式或方法，在两个或两个以上的主体 传递、交换或分享任何种类的信息的任何过程。 Group communication-the process of Transfering, exchanging and sha
3、ring informations through two or more subjects by any means.,3,二、沟通的重要性 （The importance of communication) 1、可以为学校提供外部环境资料(Providing external environment for schools )； 2、能为学校和群体提供内部信息(Providing inside information for schools and groups)； 3、是管理者与员工增进了解与相互理解的基本方法和途径(Its a basic way and means for manag
4、ers to enhance understanding and mutual understandings with employees)； 4、对人际关系的调节有重要作用( It plays an important role in the regulation of interpersonal relationships.,4,第二节 沟通的分类 (Classification of communication),一、按沟通主体的性质分类 (Classified according to the nature of the main communication) 1、个人与个人的沟通(I
5、ndividual and personal communication )； 2、个人与群体的沟通(Individual and group communication; )； 3、群体与群体的沟通(Groups and group communication )；二、按沟通的组织系统分类 (Organizational communication system according to classification) 1、正式沟通(Formal communication )（通过组织明文规定的渠道进行的信息传递和交流） To exchange informations through t
6、hose well- documented ways set by organization. 优点：沟通效果好，具有较强的约束力good communication , strong binding. 缺点：沟通速度慢，不易沟通情感Disadvantages: slow communication, hard to share feelings. 2、非正式沟通(Informal communication),5,三、按信息沟通的方向分类 (Classified according to the direction of communication) 1、上行沟通（自下而上）(Upward
7、communication) 指下级情况、意见通过组织系统向上级反映的沟通形式。 refers to the communication ways by which the lowers report to the higher in the organization system . 2、下行沟通（自上而下）(Downlink communication) 指学校内部上级管理人员向下级管理人员传达指示、发布命令、通知、通报等的沟通方式。refers to the communicatons way by which the higher management personnel issue
8、orders or notice to the lower. 3、平行沟通(Parallel communication) 指同一层次的组织人员之间的信息交流。refer to the communication ways by which to exchange informations from the same levels of organization staff 4、斜向沟通(Diagonal communication) 企业与高校某个系；企业职能科室与生产车间 between enterprise and college or a department; between ent
9、erprise functionals department and production workshop.,6,四、按信息反馈与否分类 (Feedback or by category) 1、单向沟通(One-way communication)（速度快）(speedy) 信息始终由发信者向接受者传递，没有信息反馈的沟通方式。（报告、演讲）Information pass straightly from the publishers to the recipient without any information feedback. (report, speech) 2、双向沟通(Two-
10、way communication)（正确性高） high accuracy 沟通双方互相传递信息，有信息反馈的沟通方式。（讨论、协商、会谈） To have a good interaction and communication of each other, with good information feedback. (discuss, negotiation, talks) 五、按是否有第三者参与信息传递分类(According to whether a third party involved in the transmission of information classifie
11、d) 1、直接沟通(Direct communication)（如面对面、电话交谈）face-to-face, talk by phone 2、间接沟通(Indirect communication)（寄信、托人传话）send letter, ask sb to send the word,7,六、按沟通的形式分类 (Classified according to the form of communication) 1、口头沟通(Verbal communication)（会谈、讨论、会议、电话联系）The talks, the discussion, and meeting, teleph
12、one contact 2、书面沟通(Written communication)（通知、文件、布告、广告）Notice, documents, notices, advertising 3、混合沟通(Mixed communication)（口头+书面）oral or written 七、按沟通的符号分类 (Classified according to communication symbols) 1、语言沟通(Language) 2、非语言沟通(Non-verbal communication)（表情、动作等“体态语言”）body language:expression and move
13、ment,8,一、沟通的功能(Communication function) 1、传播信息功能(The function of the dissemination of information)； 2、构成群体功能(The function of Groups constitute) ； 3、心理保健功能(The function of mental health)； 4、开拓事业功能(The function of open up business)。二、保持沟通有效性的条件(To maintain the effectiveness of communication conditions)
14、 1、发信要明确(The information must be clear)； 2、编码要准确(The encoding must be accurate)； 3、传送要畅通(Transfer to flow; )； 4、译码要正确(The decoding to be correct )； 5、收信要理解(Receipt of the letter to understand )； 6、反馈要及时(Feedback should be timely) 。,第三节 沟通的有效性及障碍 (Effectiveness of communication and barriers to),9,三、沟
15、通的障碍(Barriers to communication) （一）文化障碍(Cultural barrier) 1、语义的障碍(The semantic barriers) ； 2、经验的障碍(Experience barriers) ； 3、文化程度障碍(Education barriers)； （二）社会障碍(Social barriers) 1、地位的障碍(The position of the obstacle) ； 2、职业的障碍(Professional barriers )； 3、组织结构的障碍(The organizational structure of the barr
16、ier )。 （三）心理障碍(Psychological barriers) 1、认识障碍(The obstacle to understanding) ； 2、态度障碍(Attitudinal barriers),10,四、改善沟通的方法 (Methods to improve communication),1、正确使用语言文字(The correct use of language )； 2、重视双向信息沟通(Pay attention to two-way communication)； 3、同时运用多种沟通渠道 (Use multiple communication channelsin the mean time) ； 4、选用先进的通讯工具 (Use advanced communicationtools )； 5、改善倾听技术 (Improve the listening skills)。,11,营销沟通聚焦： 教育信息的管理与公开 (Focus on marketing communication: Information management and public education),
