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Research on Value of Higher Vocational Education and Marketing Strategy

Author: JiaQuanHua
Tutor: CuiXun
School: Ocean University of China
Course: Business management
Keywords: higher vocational education education value value value marketing marketing strategy
CLC: G718.5
Type: Master's thesis
Year: 2008
Downloads: 190
Quote: 2
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Abstract


As a principal part of China’s higher education system, Higher Vocational Education(以下简称HVE) plays a more and more important role in the social and economic development at this stage in China. However, undoubtedly, nowadays there exist a series of problems in China’s HVE, especially in the understanding of education and HVE value system as well as the corresponding marketing strategy design, and so on.The first and the second section of this paper, based on the education value theory, establish the basis of this article surrounding the leading value of education through generalizing and summing—up the theory of education value. This part will clearly analyze the leading value of China’s current education, thus obviously indicate the value of higher education and leading value in today’s China. Then by the sorting research work of higher education, it can go further into the indication of today’s HVE value and its leading value, involving building up the value system of HVE being based on the core of its leading value. That is, China’s HVE value is the organic combination of both social value and individual value. Its leading value is to serve the economic value for the social economic development. In other words, HVE should teach and publicize knowledge in accordance with the socialized economic value to establish comprehensive value system. The establishment of educational leading value should accord with the principle of the combination of theory and practice, history and reality. Based on the variation of the major educational values of west and east in 20th century, this paper associates social standard with individual standard, led by social values, related to the objective demand of value subject.The third section comes up with the point that the value of HVE is fulfilled by cultivating the students through analyzing current situation especially the current problems. That is, while the individual development is not the major value, it really better realizes the major value of education. In this sense, the major value of education should combine the social value with individual value properly. The combination of social value and individual value is to combine social value with the value of educational institution and the teaching objects in order to build up the relatively perfect HVE system- the complete service system of HVE from vertical and horizontal point of views. HVE as a non-profitable organization should take the social and educational objects’value as its core value and set up a complete quality system of overall service, such as teaching, new student enrollment system and job searching guide, etc. The fourth section as an important content of this article further analyzing the marketing situation and strategy of HVE, puts that HVE institution as non-profitable organization as well as the service mechanism needs to establish value-orientated marketing strategy—the marketing strategy frame with value choice, value transmit and value spread. By setting up value-oriented marketing strategy, it can ensure that, to some extent, HVE will realize social value and individual value. HVE will eventually better meet the objective needs of China’s socialist market economy by combining the several values properly.

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CLC: > Culture, science,education, sports > Education > Vocational and technical education > Various types of vocational and technical schools > Higher vocational and technical schools
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