基于营销视角下的高校治理现代化

The Modernization of University Governance Based on the Perspective of Marketing

市场营销不仅是一种商业活动,更是一种整体思维方式。在高校管理中,可以借鉴市场营销的思维方式,构建高校营销治理的现代化策略:运用SWOT模式,准确高校发展定位;创新模式,拓宽高校投融资新渠道;精雕细凿,打造高校知名品牌;精心培育,构建有特色,有个性的高校文化;运用整合营销传播,提升高校的知名度和美誉度;内外兼修,增强高校竞争力。

Marketing is not only a kind of commercial activity, it is a whole way of thinking. In the management of colleges and universities, it can draw lessons from the marketing mode of thinking, con- struction of marketing management in Colleges and universities modernization strategy： the use of SWOT model could accurate location of university development; innovation mode, could widen the financing chan- nel; carved small chisel, colleges and universities could create famous brand; carefully nurtured, it could build a distinctive, personality of college culture; the use of integrated marketing communication, colleges and universities to enhance the visibility and reputation; pay attention to not only the internal hut also the external, it could help enhance the competitiveness of colleges and universities.