应对当前职业教育面临生源危机和就业困难双重困境的局面,本文提出职业院校应该转变观念,用营销理论来指导办学,把提高毕业生就业率作为各项工作的中心,争取形成一个有利于学校发展的招生—就业良性循环。文章首先构建了一个职业教育的“双向”营销系统模型,再讨论职业院校如何制定营销战略,最后就职业院校营销策略的实施进行了分析。 In order to cope with the current dual crisis of student resource crisis and employment difficulties, this paper proposes that vocational colleges should change their concepts, use marketing theory to guide their running schools, regard the employment rate of graduates as the center of their work, and strive to form a school that is good for schools Development of enrollment - a virtuous circle of employment. First of all, the article builds a “two-way ” marketing system model of vocational education, discusses how to develop marketing strategy in vocational colleges, and finally analyzes the implementation of marketing strategy in vocational colleges.