服务营销：成人教育工作创新发展的必然趋势

摘要

As a new marketing innovative model,service marketing has importantly practical signifi-cance to the development of adult education.In fact,there are some old concepts such as backward a-dult education faculty,huge enrollment pressure,which need to pour into the development of new media and to learn from the concept of service marketing.Adult education and service marketing have features of supply and demand dispersion,elasticity of demand,and higher demand for internal consis-tency.There is no doubt that we can learn lessons from the idea of service marketing through the re-newal of ideas,enhance the ability,classification services,resource integration and innovation of adult education.%服务营销作为一种新的营销方式，对成人教育的创新发展具有重要的实践意义。成人教育工作者观念陈旧，招生压力大、生源质量较差以及新媒体的发展等都促使成人教育需要借鉴服务营销的理念。成人教育和服务营销具有供求的分散性、需求的弹性、对服务人员内在要求高的一致性，可借鉴服务营销理念，通过理念更新、能力提升、分类服务和资源整合等途径，创新成人教育工作。