营销理论视角下的高等学校管理

Higher education management in marketing perspective

营销的实质是对需求的管理,营销理论视角下的高等学校管理要求在做总体规划之前,要对高等教育需求有较全面的了解与分析,在此基础上对高等教育市场进行细分,再以营销观念为导向规划总体发展战略,实施内部管理改革,开创品牌建设。战略的具体实施则可根据营销的4P制定相应的组合策略。

The essence of marketing is the management of needs. Higher education management in marketing perspective needs to make a comprehensive understanding about the needs existing in the field of higher education. Based on the application of marketing, we cananalyze the market of higher education. Following the analysis of the trend of Chinese higher education development, the strategic direction and practicable marketing tactics are proposed under the guidance of marketing theory. Therefore we may have the inner management reform and new famous brands. The specific strategy should be a kind of integrative strategy by 4P.