The Research Of Core Competence In Higher Education On Business Viewpoint

The core competence is transplanted From the operation of enterprises to that of the universities, which is not only enrich and expand the management theory of the higher education, better guide university marketing, and but also expand and improve the application scope of the core competence which is developed from profit-making organizations to non-profit organizations. Of course, in generally, the objection is singleness in the profit-making organizations but the objections are manifold in the non-profit organizations especially in the higher education. So the first question what university is should be answered if the core competence is transplanted to the universities. The difference understand what university is may bring the different viewpoint about the core competence. Currently when universities cultivate their advantage, the main problem is that some universities especially some local universities operate the blind pursuit of high-level talent cultivation, the comprehensive and diversified development in the subject and the professional, prefer science and research to teaching. As a result the competitive advantage can not truly be formed. So the core competence that the paper researches will be mainly resolved the cultivation of the competence superiority of the local universities.University is demonstrated as the artifactitious organization of the human capital by the theory of the human capital and the core function of talent cultivating. On the basis, the talent-cultivating pattern is discussed as the core competence of the local universities by theory analysis from the relationships between the capability of teacher and the functions of the higher education and by the empirical research through the competition place in America University.To promote the talent-cultivating pattern to become the core competence of the University ,the factors of components and performance of the talent-cultivating pattern are analyzed, the factors of the components which is divided into the ability of the teaching and educating of teachers, the process of practice teaching, the conditions and facilities of professional teaching, campus culture, student dominant position, the system of the talent cultivate and quality evaluate from student' viewpoint, and the factors of the performance which is divided into the learning initiative of students and the overall quality. On this basis, through a questionnaire survey of students, application of multiple regression analysis and the other empirical research methods, the different factors of the talent-cultivating pattern are found in playing the different role on student learning and the overall quality , which the ability of the teaching and educating of teachers and the process of practice teaching play the largest role in the study initiative and the overall quality of the students, second is the campus culture and student status, and finally the conditions and facilities of professional teaching and the system of the talent cultivate and quality evaluate. The findings of the empirical research methods are favor of guiding the local university leaders to strengthen the building and improvement of the talent-cultivating pattern.Accord to the above empirical research about the talent-cultivating pattern and its performance of the local universities, the degree of students' satisfaction affect of their enthusiasm to study and the overall quality. Therefore, it needs to be improved for students' satisfaction to the various factors of the talent-cultivating pattern. It must be known what the reasons about students' satisfaction are. The author believes that the reasons are that the factors of the talent-cultivating pattern have the different value to student customers. So the strategic positioning of the customer value, mass customization and customer relationship management from enterprises are used to analysis students' customer value strategy, customized the talent-cultivating pattern and students' customer relationship.To promote the talent-cultivating pattern to become the core competence of the local university, the strategic positioning theory of customer value of companies is used to the strategic positioning of talent cultivate of the universities. The theory erects three kinds of positions which are basic value, pleased value, and attractive value. Enterprise chooses one of them according to customer value of life cycle. The paper demonstrates student customer value is the common basis in knowledge-based positioning, community-based positioning, and individuals-based positioning. But as non-profit organizations, university should establish the strategic positioning of attraction of customer value according to different requirements of customer value characteristics and allocate the resources and capabilities of universities in order to adapt to each student, who then improve their learning enthusiasm and overall quality. To promote the talent-cultivating pattern to become the core competence of the local university, mass customization theory of enterprises are used to guide the talent-cultivating pattern of customization of the university, which is in favor of overcoming the limitations of the talent-cultivating pattern of individual and the credit hour system and the corresponding elective system, mentoring, and other aspects. To establish the talent-cultivating pattern of customization, we must first carry out the modular design of the students' quality, then components of the talent-cultivating pattern are designed to modular and classes are constructed accord to the common character of students in order to the full protection the dominant positions of teachers and students to mobilize their enthusiasm.To promote the talent-cultivating pattern to become the core competence of the local university, customer relationship management theory of the enterprise is used to improve the management of university students and change laggard management concepts which students are regarded as management targets and change the poor synergies and the unreasonable objectives in management. Students will be regarded as customer and customer relationship management between university and student will be established. The relation will be regarded as an important resource so that the other resources are integrated as it's orientation in order to protect the maximize customer value of each student and realize the idea of teaching that" the relationship is education". Customer relationship management includes four administrative levels which are the teaching support level, the teaching operating level, the information platform and the analytic level, the former two levels of customer relationship management aim at gaining the personal information of every student, the latter Two levels are designed to collate, analyze student information to serve the strategic positioning of personnel training of the universities on students customer value and he talent-cultivating pattern of customization of the university.To promote the talent-cultivating pattern to become the core competence of the local university, talent cultivate must be protected from macro management to become the core function of universities, especially for the undergraduate training. However, currently both local universities and teachers do not pay attention to cultivate the undergraduate, so the talent-cultivating pattern can not be the core competitiveness of the local university. To change this situation, the principal-agent theory is applied to analyze that the importance of the objective of talent-cultivating can not gain the consistent understanding by both sides between principal and agent, the objective of that can not be controlled, and the authority and responsibility can not clearly defined, all which led to the low efficiency of the incentive and restraint mechanisms and the talent quality is Difficult to enhance. Therefore, the market mechanism and information disclosure system, the university autonomy and the agent's ethical encouragement and constraint function are used to protect the center position of the talent-cultivating and promote it to become the core competence of the local university.