Development And Withdrawal: Market Selection Of Radio & TV Univesity Distance Education Based On Guangxi

RTV University, which focuses itself on distance education, has faced the challenges of the rapid drop in the number of students as well as the increasingly serious employment difficulties due to the annual reduction of the school-age population, the enlargement of general university enrollment, the continuous growth of vocational technical colleges, the diversification of school running forms including general university's adult correspondence education, university distance (network) education, private higher education and self-taught examination, especially the outstanding teaching quality problems. Along with the establishment of the socialistic market economy system, many public schools have gradually changed into schools with subsidization and support by the government. The state finance begins to transfer to schools with distinction and a huge pool of students, which leads to the intense market competition in higher education. Whether the distance education by RTV University continues to achieve the educational equality and promote mass higher education? Whether it is necessary to retain such an educational institute like RTV University? This paper will study on the development and withdrawal of RTV University distance education.In this paper, Guangxi RTV University distance education is seen as an educational product, the students as the consumers, the courses and services provided by school as the products. Through the analysis of investigation of Guangxi RTV Universities at various levels and the statistical results of questionnaires, it is found that four main problems exist in Guangxi RTV University distance education:the inconsistency between RTV University distance education's quality assessment system and quality standard, the lack of prominent features, difficulty in establishing the regional brand and negligence of marketing concept, bad adaptability in market-driven operation. The above problems are caused by the unreasonable quality measure system, ignorance of social macro environmental changes in the courses of RTV University distance education, the incompatibility between the school management system and educational product management system, an absence of independent campus culture, liabilities running of RTV Universities at various levels. A combination of factors contributes to RTV University distance education's dilemma between development and withdrawal in market.This paper attempts to introduce market products and modern management theoretical and practical achievements into the analysis of development problems in Guangxi RTV University distance education through the system analytical model to look for a suitable way to develop. It is necessary to form people-oriented concept of RTV University distance education quality to build the regional brand of Guangxi RTV University distance education and construct an effective marketing and advertising strategy as well as an effective feedback mechanism. The following part will manage to give advice on establishing a good withdrawal mechanism from five aspects for those at a competitive disadvantage. The managers of Guangxi RTV University distance education should put an emphasis on educational institutes'cost operation to make full use of the tangible and intangible resources and achieve the optimization of allocation and the maximization of efficiency in educational resources guided by market awareness, which provides the individual, group, and society with better educational products, enables the RTV Universities to alleviate the financial hardship while offering services to the public to ensure educational institutes obtain sound, stable, and sustainable development.