| 组织内部营销:高职院校内部治理的范式转型与技术进路 |
| |
| 引用本文： | 黄茂勇.组织内部营销:高职院校内部治理的范式转型与技术进路[J].职业技术教育,2020(1):49-58. |
| |
| 作者姓名： | 黄茂勇 |
| |
| 作者单位： | 广东技术师范大学教育科学与技术学院 |
| |
| 基金项目： | 广东省哲学社会科学规划2019年度一般项目“人工智能时代次级劳动力市场技能迭代与职业教育精准供给研究”(GD19CJY05);广州市哲学社会科学发展“十三五”规划2019年度课题“职业院校校际治理联盟协同演化机制研究”(2019GZGJ99),主持人:黄茂勇。 |
| |
| 摘 要： | 在经济全球化与信息科技时代,高职院校治理系统受到前所未有的冲击。由于外部生态系统的经济与社会关系网络问责和内部生态系统的自组织分权参与诉求,传统的院校线性治理模式无法对高职院校外部生态更迭给出即时性信息回馈与系统性解决方案,迫切需要引入新的院校治理范式,即组织内部营销治理范式。内部营销理论与高职院校治理变革在内核上具有高度契合性,具有把握院校治理本质与引领治理变革动向的价值,能够揭示高职院校治理变革过程中混沌与复杂现象的生成机理及规律。组织内部营销强调教师乃高职院校多重困境的"最佳解决方案",高度重视教师在院校发展和治理中的地位,通过建制高效的内部治理通路和建构统合性人力资源策略,激发教师参与院校治理的动力。技术进路层面,高职院校通过为教师群体实施教育训练、凝聚沟通、管理支持、激励鼓舞和参与授权等内部营销策略,有助于提升高职院校竞争力、达成院校治理变革目标。
|
| 关 键 词： | 组织内部营销 高职院校 内部治理 治理变革 生态系统 复杂理论 |
Internal Marketing: Paradigm Transformation and Technical Routes for Internal Governance Reform of Higher Vocational Colleges |
| |
| Huang Maoyong.Internal Marketing: Paradigm Transformation and Technical Routes for Internal Governance Reform of Higher Vocational Colleges[J].Vocational and Technical Education,2020(1):49-58. |
| |
| Authors: | Huang Maoyong |
| |
| Institution: | (lecturer of Guangdong Polytechnic Normal University,Guangzhou 510665) |
| |
| Abstract: | In the era of economic globalization and information technology,the governance system of higher vocational colleges is under unprecedented impact.Due to the accountability from the economic and social network from the external ecosystem and the demands of the self-organization and decentralization of the internal ecosystem,the traditional linear governance model of colleges can not provide instant information feedback and systematic solutions to the external ecological change,so it is urgent to introduce a new governance paradigm,that is,the internal marketing paradigm.The internal marketing theory is highly consistent with the governance reform of higher vocational colleges in the core,has the value of grasping the essence of governance and leading the trend of governance reform,and can reveal the generation mechanism and law of chaos and complex phenomena in the process of governance reform of higher vocational colleges.Internal marketing emphasizes that teachers are the"best solution"of multiple dilemmas in higher vocational colleges,attaches great importance to the position of teachers in the development and governance of colleges.Internal marketing is regarded as a new management philosophy of colleges in line with the contemporary situation in China.Its basic idea is to stimulate the teachers’participation in the reform of colleges through the establishment of efficient internal governance channels and the construction of integrated human resource strategies.The internal marketing strategies such as education and training,cohesion and communication,management support,incentive and encouragement,and participation and authorization are helpful to enhance the competitiveness of higher vocational colleges and achieve the goal of governance reform. |
| |
| Keywords: | organizational internal marketing higher vocational colleges internal governance governance reform ecosystem complex theory |
| 本文献已被 维普 等数据库收录！ |
|
