A Brief Study On The Social Responsibility Of University In China In Terms Of Social Marketing Idea

The university is a comprehensive symbol of human civilization and social progress. Currently, standing at a new historical starting point, the development pattern of our higher education has been changing from the focus on size and quantity to quality and efficiency. China is shifting from a big country of higher education to a powerful country of higher education. As the university is becoming the center of society, its social responsibilities and values have caused people's thinking once again. People begin to explore more widespread social responsibilities that the university should take.At the present time, the universities in our country have not achieved a common understanding on social responsibilities that they should take. Many universities usually consider some partial benefits but lose sight of others. In view of their vested interest, they would neglect their long-term benefits. The viewpoints of social marketing require the company to take all kinds of interests into consideration, which provide a good reference for the research of universities' social responsibilities. Therefore, based on social marketing's ideas, the thesis carried out a study of the responsibilities the university should take from the perspective of university managers. On the basis of previous studies, the author established a model of social responsibilities that Chinese universities should take under the guidance of social marketing ideas. What is more, the author put forward hypothesis based on this model.The object of the study is the managers of Chinese public universities.. With the use of descriptive statistics and factor analysis, the author made revisions of the hypotheses.The contributions of the thesis lie in that the author made a detailed study of the social responsibilities a university should take and presented the social responsibilities a university should take in the view of social marketing. According to the empirical study, we learned the social responsibilities to which universities should all pay attention. Moreover, the author ranks the different social responsibilities. The thesis is of much significance in terms of theory and practice since it gives some implications to universities theoretically practically.