摘要
受历史传承和现实生存压力的影响,美国高校普遍高度重视大学自身的营销与公关。常见方法有:通过学校网站进行网络营销、出版相关刊物进行间接营销、注重校友关系的长期维护、通过出卖建筑设施冠名权来募捐、加强与企业间的合作交流、利用活动和事件进行营销等。美国高校在营销中的以下一些策略和理念值得学习:把营销和公关提到关系学校生存与发展的战略高度、充分借鉴企业营销与公关策略、树立大营销的理念、把营销与公关内化为校园文化之一。
It is common for American colleges and universities to pay tugn attenuon to marketing and public relations ,because of the historical influence and realistic survival pressure.There are many pop- ular ways to this work such as network marketing,publication,alumnus relationship management,raising money by selling naming rights of building facilities ,school-enterprise cooperation ,event marketing,and so on.There are also some strategies of marketing and public relations in American colleges and uni- versities,such as addressing the marketing and public relations at the strategic level,using the enter- prise experience in this field,building up the idea of big sale,taking the marketing and public rela- tions as one of the campus culture ,and so on.
关键词
美国大学
营销
公关
策略
American university
Marketing
Public relations
Strategy