市场营销视角下民办高校的发展策略:福建为例

Development Strategy of Non-governmental Institutions of Higher Learning in Fujian based on Marketing Perspective

当前福建省民办高校发展障碍主要是生源短缺、政府财政支持有限、办学条件较差、以特色求发展的办学理念尚未真正落实以及家族式管理弊端明显等。文章从市场营销的视角入手,探讨福建省民办高校运用市场营销理论确定发展对策的可行性,并据此提出相应的发展策略,即立足地缘优势、确立特色办学的营销定位战略和采用产品、价格、渠道、促销的组合策略。

The current obstacles to the development of non-governmental institutions of higher learning in Fujian are manifested in the shortage of students,limited financial support from the government,poor running conditions,concept of characteristic development not been fully implemented,and the obvious drawback of family management,which have greatly constrained the health development of non-governmental higher education in the Province. Starting from the marketing perspective,this paper explores the feasibility of applying the marketing theory of non-governmental institutions of higher learning in Fujian Province to determine the development strategy. Based on this,it proposes corresponding development strategies based on geo-advantage and establishment of marketing orientation strategy,and adopts a combined strategy of products,prices,place,and promotions.