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某市中职院校口碑营销模式探析

时间:2018-07-10 16:11作者:羽沫
本文导读:这是一篇关于某市中职院校口碑营销模式探析的文章,提高学校管理者口碑营销意识,提出一个适应中职院校的口碑营销策略迫在眉睫。
  本篇mba论文章节导航:
  
  【题目】某市中职院校口碑营销模式探析
  【第一章】中职学校口碑营销方式研究绪论
  【2.1 - 2.2】口碑与口碑营销的文献综述
  【2.3】学校营销中的口碑营销综述
  【3.1 - 3.3】中职院校口碑营销影响因素问卷设计与分析
  【3.4】中职院校口碑传播者行为分析
  【3.5 - 3.6】影响中职院校口碑营销的因素
  【4.1】正面口碑营销策略
  【4.2 - 4.3】负面口碑的营销策略与学校营销策略
  【总结/参考文献】中职学校营销优化探究总结与参考文献

  摘  要
  
  随着国家经济的转型升级,企业对高级工人才的需求越来越多,社会对技工的认可度也在提高,加上政府在政策上的大力支持,近几年来,技工院校的数量不断增大,部分技工院校规模也不断扩大,技工院校间的竞争也随之日益加剧。学校管理者在竞争中逐渐意识到学校口碑会直接或间接影响学校的招生和就业,是影响学校发展的重要因素之一。“建设名校”、“打造品牌专业”“建多个名师工作室”等成了很多学校的办学的目标。笔者发现,目前技工院校管理者的重心大部分放在了打造好的口碑内容上,但缺乏口碑营销意识,任凭口碑自然传播。一方面正面口碑传播速度慢,口碑在传播中受到干扰被淹没;一方面当负面信息出现时学校没有办法控制传播,极为被动。因此,提高学校管理者口碑营销意识,提出一个适应中职院校的口碑营销策略迫在眉睫。
  
  本文将试图在对 D 市中职院校口碑营销情况调查后,从正面口碑和负面口碑两种情况分别总结出适应 D 市中职院校的口碑营销策略。
  
  首先,本文回顾国内外口碑传播理论、口碑营销理论、校园营销理论对中职院校口碑营销的概念进行界定:中职院校口碑营销是指学校作为主体,为了提高顾客满意度和忠诚度而开展的一系列管理过程。结合中职院校的特点和相关理论总结出口碑营销的特征和优势,指出学校采用口碑营销的必要性。
  
  结合国内外口碑传播机制理论,设置影响 D 市中职院校口碑营销因素的调查问卷,挖掘影响D市中职院校口碑营销的主要因素。在此基础上制定出D市中职院校口碑营销模式,并从正面口碑和负面口碑提出口碑营销策略。
  
  学校口碑是影响中职院校发展的重要因素之一。将营销理念引入到学校口碑管理中,一方面能使学校明确定位,更好进行品牌建设,另一方面能使学校掌握口碑传播的主动权,提高学校口碑传播效率,减少资源的浪费。
  
  关键词:口碑营销;中职院校;口碑。
  
  ABSTRACT
  
  With the transformation and upgrading of the national economy, the enterprise needs moreand more senior workers, technicians of social recognition also increased, coupled with thestrong support of government policy, in recent years, the number of technical colleges isincreasing, some technical colleges scale is expanding constantly, and the competition amongtechnical colleges along with the increasing. School administrators gradually realize that schoolreputation will directly or indirectly influence the enrollment and employment of schools, and isone of the important factors that affect the development of schools. “Building famous schools”,“building brand specialty”, “building many famous teachers' Studio” and so on have become thegoals of many schools. The author found that the focus of the management of technical collegesand universities is mostly to build good word-of-mouth content, but lack of awareness of word ofmouth marketing, despite the spread of word of mouth. On the one hand, positive word of mouthtransmission is slow, word of mouth in the dissemination of interference was flooded; on the onehand, when the negative information appears, the school can not control the spread, very passive.
  
  Therefore, it is urgent to improve the awareness of public praise of school administrators and putforward a word of mouth marketing mode to adapt to secondary vocational colleges.
  
  This article will try to investigate the word-of-mouth marketing in secondary vocationalschools in D City, and summarize the word-of-mouth marketing strategies of D secondaryvocational schools from two aspects, namely, positive word-of-mouth and negativeword-of-mouth.
  
  First, this paper reviews the definition of domestic and foreign word-of-mouth word ofmouth marketing theory, marketing theory, theory of campus in Vocational Colleges ofword-of-mouth marketing concept: Vocational Colleges word-of-mouth marketing is refers to theschool as the main body, in order to improve customer satisfaction and loyalty, and carry out aseries of management process. Based on the characteristics and relevant theories of secondaryvocational colleges, this paper summarizes the features and advantages of export marketing, andpoints out the necessity of using word-of-mouth marketing in schools.
  
  Combined with the theory of word-of-mouth communication mechanism at home and abroad, the paper sets up a questionnaire on Influencing Factors of word-of-mouth marketing insecondary vocational schools in D City, and excavates the main factors affecting word-of-mouthmarketing in secondary vocational schools in D. On this basis, we formulated the word of mouthmarketing model in D secondary vocational school, and proposed word-of-mouth marketingstrategy from positive word of mouth and negative word of mouth.
  
  School reputation is one of the important factors that influence the development ofsecondary vocational schools. The marketing concept is introduced into the school reputationmanagement, on the one hand can make the school better clear positioning, brand buildinginitiative, on the other hand can make the school master word, word of mouth to improve schoolefficiency, reduce the waste of resources.
  
  Key words: word of mouth marketing; secondary vocational school; public praise
目  录

  摘要
  ABSTRACT

  第1章 绪论
  1.1 研究背景及意义
  1.2 论文的主要研究内容
  1.3 论文的研究方法
  1.4 论文的创新点

  第2章 相关理论及文献综述
  2.1 口碑
  2.1.1 口碑的概念
  2.1.2 口碑内容
  2.1.3 口碑的方向性
  2.1.4 口碑的影响力
  2.2 口碑营销
  2.2.1 口碑营销概念
  2.2.2 口碑营销特点
  2.2.3 口碑营销效果的影响因素
  2.3 学校营销中的口碑营销
  2.3.1 校园营销的研究现状
  2.3.2 口碑营销与学校营销的关系

  第3章 影响D市中职院校口碑传播影响力的因素分析
  3.1 研究背景
  3.1.1 D市中职院校口碑营销的特殊性
  3.1.2 D市中职院校进行口碑营销的好处
  3.2 D市中职院校口碑营销影响因素问卷设计
  3.2.1 理论依据--口碑传播的模型
  3.2.2 调查问卷设计步骤
  3.2.3 调查问卷数据收集
  3.3 D市中职院校口碑的问卷分析
  3.4 D市中职院校口碑传播者行为分析
  3.4.1 D市中职院校口碑传播者
  3.4.2 D市中职院校口碑传播渠道调查
  3.4.3 D市中职院校口碑传播能动性调查
  3.4.4 D市中职院校口碑传播动机调查
  3.4.5 D市中职院校负面口碑传播调查
  3.5 影响D市中职院校口碑营销的因素
  3.5.1 口碑信息本身因素
  3.5.2 D市中职院校口碑信息来源者因素
  3.5.3 传播源与接收源的关系紧密度
  3.6 问卷结论

  第4章 D市中职院校口碑营销策略
  4.1 正面口碑营销策略
  4.1.1 挖掘正面口碑信息
  4.1.2 基于口耳相传模式下的口碑营销策略
  4.1.3 基于网络传播渠道下的网络营销
  4.1.4 基于主流媒体的口碑营销策略
  4.2 负面口碑的营销策略
  4.2.1 事先防范--强化公众信念和正面态度
  4.2.2 事后积极处理负面口碑
  4.3 学校预期采取可行营销策略
  4.3.1 建立教学管理评价体系,提升顾客满意度
  4.3.2 培养具有顾客意识的教职工
  4.3.3 培养学校优秀学生成为营销人员
  4.3.4 将网络营销与口碑营销结合起来
  4.3.5 建立中职院校意见反馈和投诉机制

  第5章 总结与展望
  参考文献
  附录 口碑营销调查问卷
  致谢

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