高等学校教育营销:从美国的实践论我国的问题与策略

Education Marketing in Colleges and Universities: Problems and Strategies in Our Country Based on the US Experiences

高等学校的生存环境在发生变化,这要求教育管理者必须认识到,教育竞争进而教育营销是高校生存的必然趋势。美国20世纪中叶开始针对招生困境和办学经费紧张等问题,开始成功运用商业性营销策略,其对高校运营产生的影响可以为我国的高等教育发展提供新思路。我国高校发展还没有深入认识到营销的重要性,教育营销不但解决了迫在眉睫的问题,而且使学校的知名度得以提升。我国的高等教育是在长期的计划经济模式下发展起来的,固有的思维惯性使很多高校还没有教育营销的意识,存在着营销观念淡化、缺乏系统的营销策略组合、营销目标市场不确定、网络信息传播手段不足等问题。为此我国教育营销的主要策略应该是:完善以"以人为本"的管理制度;强化校园文化的亲和力;打造有竞争力的学科体系。

The existing environment for colleges and universities has been changing, which demands that education managers should realize education competition and then education marketing is the inevitable trend in the development of colleges and uni- versities. At the beginning of the 20th century, in order to resolve the problems such as difficulty in admitting students and shortage of education outlay, the state successfully applied commercial marketing strategies, whose influences upon university operation offered new methods for the development of higher education in China. However, our universities haven＇ t realized the importance of marketing. Education marketing not only has solved the urgent problem, but also has gained school visibility. Our country＇s higher education is developed in the long-term planned economy mode. The inherent thinking inertia has contributed to their lack of consciousness of education marketing. There are many problems in practice such as weak marketing conception, lack of sys- tematic marketing strategy combination, uncertain marketing target, and insufficient network information transmission methods. Therefore China＇ s main education marketing strategies shouldbe： improving ＂people-oriented＂ management system, streng- thening the affinity of campus culture and creating competitive subject system.