高等教育营销及其在中国的适用性研究

On the Marketing of Higher Education and its Applicability in China

高等教育营销兴起于20世纪70年代初,已经受到学术界和实践者越来越多的重视。论文回顾了西方高等教育营销兴起的历史背景和发展现状,从有利条件和不利因素两个方面分析了我国开展高等教育营销的适用性,并从关系营销视角就高等教育营销在我国的研究与实践提出了若干对策。

Since its emergency in early 1970s the marketing of higher education has been an attraction both to academics and practitioners. Summarizing the historical background and current situation of higher education marketing in western countries over the past 30 years, the authors analyzes its applicability in terms of advantages and disadvantages in China, and finally puts forward some proposals for formal marketing in Chinese higher education from a perspective of marketing through associations.