A Research On Higher Educational Consumption

In recent years, higher educational consumption becomes not only a new hot subject of Chinese inhabitants consumption, but also one of focal points of social concerns. Behind higher educational consumption upsurge hides many problems which are urgently to be studied and solved. This paper discusses the basic theory of higher educational consumption from the perspective of "student-as-consumer" which is kinds of performance and problems in its existence as principal part in higher educational consumption. It's a key point to discuss the present situation of students and their families in higher educational consumption, the degree of satisfaction of college students educational consumption, the rights and interests safeguard and so on , and provided in a certain significance model for our country higher education reform and development.Educational consumption is for the acquisition of knowledge and skills, educatees and their families spend each kind of currency expenditure for the aspect of education. Educational consumption is not only a kind of consumption, but also an investment to human resources. It belongs to the life consumption, which is also a kind of culture and development consumption. It demands consumers to participate in a certain competitiveness and exclusiveness, and has the natural of gradualness and non-duplication. The natural of investment of higher educational consumption is more obviously., the investment income is more highly. To higher educated consumers, the student is the most directly consumer, but such as Country, the family, the enterprise and so on, are indirectly consumers. The basic producion of higher education is service.In the environment of WTO, the world higher education is bound to form a huge consumption's market. In the future, the market-oriented reform within limits to a reasonable point is the principal part of the high education's development. There are three famous factors help the high education from "the seller market" to "the buyer market": one is that the high educational consumption of students (or families) tend to the rationality. The another one is the decrease of university-age population diminishes the pool market. The last one is that the afforded ability of family relatively becomes weaker by the increasing college tuition. In "the buyer market", tne idea of ""student-as-consumer are first" have changed the relation between the university and college and the student, and established the student's predominant role in this relationship. At the same time, they become the improtant factor in resources allocation of higher education and the main power in the interior management of the university and college. The status and function of promotion will urge higher education to reform the existing pattern, adapt the consumer market demands, the field of higher education will appear new change.The specific anlysis of present Chinese individual consumption and family consumption on higher educantion shows: the higher education becomes the main aspect of expenditure on the higher educational consumption, which becomes the burden of families and the growth rate of the tuition is beyond families's financial capacity. So, the higher education becomes the heaviest burden of inhabidents' daily life. In addition, there is different higher educational consumption between city and counteyside, and the differentiation of professional class is serious. Even so, the socail economy development, and parents and their children's educational expectation,employment,population, which push forward Chinese higher educational consumption needs shoud be further expand.Basing on the Law of the People's Republic of China on the Protection of Consumers' Rights and Interests, the consumer rights of higher educated consumers are divided and worked out into 8 rights include: right to be safe,right to know,right to choose,right to appeals right to be compensated,right to be respected,right to supervise and right to income. The reasons of the higher schools' weak sense of services, higher education's unsound market, and lack of mechanisms to teach the consumer to protect their consumer rights cause losing the mainbody of higher education consumer and the consumer rights cannot be protected. With the influence of traditional conception, there are blindness and non-rational higher educational consumption deed for some individuals and families. In addition, the pedagogues provide the educaion less than normal quality, which reduces the students' satisfacion on it, individual and family has a certain risks on higher educational consumption.Through the analysis of the development tendency of higher educational consumption in our coutry, we thought that the higher educational market-oriented caused by the industry internationalization of higher education. In the future, the more prominent student's principal part becomes, the more deeply effect of student is, so the direction of higher education development will be decided by the student's choice. It's indicated that a new time is coming---the time of student-as-consumer. Hiher education should be adapted the old system, and set up a new idea of education by the higher goal and better quality to the new time coming. In the article: there are six strategies: Firstly, the service idea of education should be establishde. Secondly, the degree of satisfaction of higher educated consumer should be enhanced . Thirdly, the quality of high educational service should be improved. For instance, the total quality management could be put into effect, and the ISO9000 could be practiced in the partial colleges and universities. Forthly, the educated consumer should be practically saved. We thought that the harmonious enviroment of education should be established. The government should enlarge the investment, universities should fix a resonable price for the tuition, expense the educational choices for the customer, improve the relation between the school and the student. On the aspect of consumers safe rights, the institution should go a step further, including interior and exterior contribution , increase the forcement of law, and the organization of educational consumpution should be established and developed, such as the Consumer Association for Education. Fifthly, the higher educational consumption needs should be resonable adjustment. The consuption should be educated and guarded. Individuals and their families should change the idea to get the rational choice and do what one can. The school and the society need to pay attention to the new change of higher educational consumption needs, and try to improve the quality of higher education, forming the correct guidance of pubilic opinions to help the people rationable expend the higher education. Country and Government should suitably restrain the expand of higher educational consumption, fixing a resonable price and standarding charge's norm, and also should optimized the higher educational consumption pattern, increasing the expense and supplied of higher education. Sixthly, higher educational consumption market should be expanded, including internal and abroade market.