摘要
在市场经济体制下,高等教育面对外部激烈竞争和内部问题,应借鉴现代企业营销管理变革传统封闭的管理方式。高校营销在产品属性、营销目标、服务对象、受公众监督程度等方面呈现出与企业营销不同的特征。高校管理者应做到:(1)重构与营销管理相适应的大学组织体系和运行机制;(2)建立高质量的营销信息体系;(3)建立科学的市场定位战略;(4)在教育内容上求变求新求差异,营造自己的品牌特色。同时有效运用营销组合的“7P”策略。
In the market economy system, higher education, which is faced with external severe competition as well as internal problems, should reform its close management style by learning the marketing from enterprises. Marketing in colleges and universities is quite different from that in enterprises in nature of products, marketing objects, service objects and supervising procedure. The supervisor in colleges should be able to do as follows ： First college organizational system should be reconstructed. Secondly high -quality marketing information system should be established. Thirdly market orientation strategy should be set up. Finally we should ask for something changing, new and different in content to build our own brand and characteristics. Simultaneously, we should effectively use combined marketing strategies.
出处
《湖南第一师范学报》
2007年第1期53-54,57,共3页
Journal of First Teachers College of Hunan
关键词
高校管理
借鉴
企业营销
学校营销
management in colleges and universities
learning
marketing in enterprises
marketing in colleges
