高校品牌竞争优势及其法则

Brand competition advantage of institutions of higher education and its principle

学校品牌竞争的目标是社会满意最大化,品牌忠诚最大化。高校的教育服务产品面临学生的就学市场、社会人才市场的选择和竞争,高等教育产品的市场竞争类型是垄断竞争市场。要确认本校的竞争优势并选择相对竞争优势,采取定位准确的品牌市场竞争法则,制订并实施学校、专业、课程营销组合策略。

The targets of brand competition of school are maximization of social ,satisfaction and brand faithfulness. Education and service product of institutions of higher education faces the selection and competition of enrollment market and talent resources market, competition type is monopolization. Institutions of higher education should affirm own competition advantage and select relative competition advantage, adopt brand market competition principle, whose location is exact, lay and implement combined marketing strategy of institution, speciality and course.