对中国高校营销管理的理性思考

Rational Thought on Marketing Management Of Chinese Universities

市场营销的核心是开发需求并满足需求，其应用领域已从营利组织扩大到非营利组织。随着我国市场经 济发展以及加入 WTO 对高等教育的冲击，高等教育市场竞争越来越激烈。本文从市场营销发展的视角提出中国高 等院校需要开展市场营销，并运用市场营销理论分析目前高校营销的现状及存在的问题，提出了高校加强市场营 销管理的对策措施。

The core of marketing is to develop demand and satisfy demand,the application field of which has already been expanded from the commercial organizations to nonprofit organizations.With the development of our market economy and the impact WTO has brought to the higher education,the market competition of higher education is becoming fiercer and fiercer.From the angle of marketing development,this paper proposes that universities and colleges in China should employ marketing theory to analyze the current situation of marketing in universities and colleges and the existing problems.Then it puts forward the countermeasures for universities to strengthen management on marketing.