高校校园文化产品营销策略研究

Research on Marketing Strategy of University Campus Culture Product

校园文化产品是一个高校形象的"物象化"展现,它代表了学校的发展历程和学校思想的精髓。本文介绍了国内外高校的校园文化产品的各自特点,发现了国内校园文化产品现存的一些问题,并对校园文化产品的需求进行了分析,最后从4P的视角对校园文化产品的营销策略进行了探讨。

Campus culture product is a university image of the ＂objectification＂ show,it represents the school’s development process and the essence of school thinking. This paper introduces the characteristics of campus culture products both at home and abroad,and finds out some problems existing in the domestic campus culture products. And the campus cultural products demand was analyzed. Finally,from the perspective of 4 P,campus culture products marketing strategy were discussed.