高等学校市场环境的营销学分析

Analysis on Marketing Environment for Higher Education

分析高校的市场环境,一方面可以辅助高校自我分析其发展方向以及所面临的问题,从而根据实际的环境变化采取相应的手段,避免简单被动应付环境变化所造成的错误与风险;另一方面可以使学校立足于满足学生顾客的需要从而进行从浅层到深层的整体战略规划设计,帮助教育管理者或学校管理者根据主观目标与客观条件,统筹兼顾,将教育资源进行重新策划、设计、整合,从而构成独特的发展方案,帮助学校以科学的运营和良好的操作方法规划学校发展的未来。

Since marketing environmental analysis can help universities and colleges to give an insight into the development paths and problems encountered, active measures can be taken in response to actual environment changes to avoid mistakes and risks which otherwise may incur from inefficient and passive reactions. The analysis can enable them to be customer-oriented and formulate an integrated strategic planning at all levels and depths, with the goal to meet the needs of students. This requires the universities management to take overall and thoughtful considerations of the subjective targets, objective conditions and resources planning to design and integrate, so as to generate a unique and effective development scheme to ensure the universities＇ healthy operation and smooth development into future.