市场营销理论在高校管理中的运用

Application of Marketing Theories to University Management

该文分析了高校管理与运作过程中运用市场营销理论的必要性,并从四个方面论证了高校管理中的市场营销战略:第一,制定营销战略是高校发展的前提与基础;第二,运用市场营销手段管理运作是高校提升竞争优势的途径;第三,树立以客户需求为导向的营销理念是高校提高内质形成核心竞争力的保证;第四,采用营销稽核是高校在生存中求得发展的必要手段。

This thesis analyzes the necessity of applying marketing theories to college and university management and operation, and then demonstrates the marketing strategies for college and university management from four aspects: first, making out marketing strategies provides colleges and universities with prerequisite and foundation; second, managing and operating colleges and universities by means of marketing offers a way of promoting competitive advantages; third, developing a customer-oriented marketing idea brings colleges and universities the guarantee to improve the internal character and form the core competency; and the last, adopting marketing audit is the essential way for colleges and universities to strive for development under the state of existence.