Research On Higher Education's Marketing Management Model In China

With the deepening of economic and social reform and fast development of socialist market economy in China, the higher education operation mechanism grown out of old planned economy has experienced profound changes. In today's economy of globalization, traditional management concepts can no longer meet the requirement of the social and economic development. Closed-door education is out of harmony with the global economic unification. Thus, higher education is undergoing a dramatic change with its operation concepts, modes and systems.Marketing is originated in the field of enterprise management, but not confined in that field. Recently, the higher education in China is strengthening its sense of marketing, with marketing mechanism of all-time monitoring of students' demand being set up to make quick response to the changes, which is to better the educational resource distribution, to raise the over-all competitiveness and to speed up the development of higher education. Through the marketing management, the higher education can better satisfy the needs of students, parents and society in order to well perform its function of intellects cultivation to modulate the competition in a more efficient way, to support the sustainable development of higher education, to set up good social image and to improve market competitiveness. But the study in this field is far from being mature. It is on the starting point and the study is yet sporadic and unsystematic.The thesis is focusing its attention on the discussion of the suitable marketing management models of higher education in China. First, the thesis starts with the introduction to background of the selection of the topic, to the significance of the selection and to the current studies done about this. In the meanwhile, the thesis works on the possibilities and necessities in setting up the marketing management models in China. The first part is laying the theoretical foundation for the...