学生是消费者吗?——对“学生消费者”的重新解析

Are Students Consumers?——Reanalysis of the Implications and Limitations of the Metaphor

高等教育发展进程中的学生角色经历从受教育者到合作者,再到具有消费特征的"消费者"的演进过程,学生消费者角色的获得其背后隐藏着一定的逻辑,这种逻辑裹挟着政策、理念、资源、需求等众多力量。运用营销学的原理对学生作为消费者的目的、高校的角色、教师与行政人员的角色、学生的角色进行剖析,进一步明晰了学生消费者角色的内涵。学生消费者是一把"双刃剑",为高等教育管理带来了为学生服务理念的同时,也带来了破坏了学生学习的责任感等问题。因而必须清醒认识到学生消费者有限适用性以及特殊性;同时高校要树立尊重学生多重身份和服务的理念,为学生提供高质量的教育服务。

The student＇ s role in the process of higher education has to a metaphor of consumer. The metaphor of students as consumers has dea, resources, ly reflects the rc of this metaphor requirements and many other factors all together. The lationship between students and universities, but also experienced from an educatee, a partner a certain logic that carries the policy, imetaphor of students as consumers not onexpounds the implications and limitations itself from purposes, the role of universities and so on. The metaphor of students as consumers is a ＂double-edged sword＂ which brought service concept of higher education management. But it also damaged the responsibilities of the students in learning. As managers in higher education must realize the limitation and particularity of the students as consumers, in the meanwhile, colleges and universities must focus on the needs of the students and build up service concept for students, to provide high quality education service for students.