成人高校必须靠品牌赢得生存

Necessity of Brand Image For Survival of Adult Education Institutes

大学连续扩招使我国普通高等教育资源不足的矛盾大大缓解,也使高等教育从卖方市场过渡到买方市场。在买方市场条件下,品牌是吸引顾客的重要因素。成人高校因为缺乏品牌资源正面临着前所未有的生存危机。成人高校应当从分析其顾客———学生的需求的异质性入手,从教育的细分市场中找到品牌定位和生存策略,以市场为导向进行专业设置和课程设置,以形成能适应社会生活的优秀毕业生群体。成人高校还必须培养出自己的知名教授,建立起自己的品牌课程,并把学校品牌的创立和创新作为学校管理的一项重要工作,才能走出生源困境,为自己赢得更加广阔的生存空间。

Continuous expansion of university enrollment has greatly eased Chinese educational problems in shortage of general higher education resources, and makes China＇s higher learning transmit from the seller＇s market to the buyer＇s Since brand image is a major factor to attract clients in the buyer＇s market, China＇s institutes of adult education are now facing an unprecedented survival crisis, Adult education institutes shall focus on analyzing their clients-studying differentiation of student demands, clarify orientation of brand name and establish survival strategy in narrow defined segment of educational market, form market - oricnted faculties and desree programs, and develop excellent graduates adapted to seeiety, Only after adult education institutes ark able to produce their own notable professors, establish their distinguished name brand in degree programs, and take its creation and innovation of name brand as an important undertaking in school management, can they get rid of recruitment problems and he sustainable in broader living spac.