大学的市场定位与特色发展——杨德广教授高等教育市场观及其镜鉴

Market Positioning and Characteristic Development of Universities

大学的市场定位是高等教育改革发展必须面对的重要问题。杨德广教授的高等教育市场观,剖析论证了高等教育市场的生成和发展,为解释大学的市场定位问题提供了理论基础。当前,受高等教育规模扩张、高等教育需求多样化和私立高等教育兴起的影响,越来越多的大学将市场定位作为首要发展战略。大学的市场定位具体表现为:知识作为商品在高等教育市场中流通,大学通过面向学生、企业、政府的知识资本化行为获取收益。在市场化浪潮下,大学必须坚持特色发展,通过凝练办学理念特色、打造学科专业特色、强化教师队伍特色、构建校园文化特色,获取持续的竞争优势。

The market positioning of universities is an important issue that must be faced in the reform and development of higher education.Professor Yang Deguang’s market view of higher education analyzes and demonstrates the formation and development of the higher education market,and provides a theoretical basis for explaining the market positioning of universities.Currently,affected by the expansion of higher education,the diversification of higher education demand and the rise of private higher education,more universities regard market positioning as their primary development strategy.The market positioning of the university is specifically manifested as:knowledge is circulated in the higher education market as a commodity,and the university obtains income through knowledge capitalization behavior for students,enterprises,and the government.Under the wave of marketization,universities must adhere to the development of their own characteristics,and obtain sustainable competitive advantages by condensing the characteristics of school-running concepts,creating disciplines and professions,strengthening the characteristics of the teaching staff,and building campus culture characteristics.