营销理念:高等教育的再思考

Marketing Concept: the Rethinking of Higher Education

随着高等教育规模的扩大,高等学校办学定位单一,职能分化不清的状况日趋严重。而高等教育的改革已经把高校推向市场,面对社会的多样化需求,高校的发展必须要有相应的市场策略。本文尝试着从营销学中的目标市场选择、竞争战略、品牌策略和服务理念等角度出发,为高校发展提出策略性的建议。

With the increasing expansion of higher education scale, the orientation of managing the tertiary institutions tends to increasingly unitary and the division of functions and power is not clearly defined. The higher education reform has pushed the tertiary institutions to the market. When facing the diversified social needs, the tertiary institutions have to make their marketing strategies. The paper puts forward some strategic suggestions to develop tertiary institutions from the perspectives of target market selection, competitive strategies, famous brand strategies and service ideas in the marketing.