期刊文献+

美国大学营销与公关策略剖析

The Analysis on Strategies about Marketing and Public Relations of American Colleges and Universities
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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.
作者 胡志伟
出处 《宁波城市职业技术学院学报》 2016年第1期53-56,共4页
关键词 美国大学 营销 公关 策略 American university Marketing Public relations Strategy
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