Get Involved In The Market And Step Out To The World

As a key component of service trade, China's higher education is undertaking fundamental and systematic reforms at present. In an age of "market talks", it is crucial for universities-in-transition to meet the chances as well as challenges presented by globalization in a market-oriented sense. The idea that strategic marketing and internationalization of universities have become more and more important in China gives the impetus to the composition of this dissertation, which comprises three major chapters.The first chapter of this paper focuses on a brief introduction of higher education reforms in China: reforms in overall operational mechanism, in structure, in curriculum and instruction, and reforms in finance. Figures are quoted and facts are illustrated so as to give readers an intensified and specified impression about what's going on in China's higher education. At the end of this part, four prominent characteristics of China's higher education are listed: enlargement of recruit scale, mass education diffusion, informationalisation, and internationalization.A keen perception on applying entrepreneurship and strategic marketing for university development comes after a general acquaintance with current circumstances of higher education in China. The second part is a case study to some degree. Beginning with the statements of the methodology adopted as well as data collection and case selection considerations, the author illuminates theoretical frameworks related to entrepreneurship and strategic marketing, such as institutional entrepreneurship and M.A.P. (Management According to Positioning), taking practices of four Hong Kong universities as examples. Operations of universities-in-transition in PRC take much of the space in this part. Five famous universities are selected here: Peking University, Nanjing University, ZhongshanUniversity, Xiamen University, and Wuhan University.Based on the depiction of their performances, specific recommendations are made to universities in China in the last chapter of this paper from the perspective of international service trade for them to go internationally, develop international cooperation, import resources, and to improve their competitiveness in the world market.This paper is just a facial exploration into the application of strategic marketing, conventionally a business term, in the special service field of higher education. Reasonable suggestions for enhancing international communications are also available. It is the author's sincere hope that it can be taken for reference by administrators of universities in China and can provoke deeper thoughts and discussion by throwing a minnow to catch a whale.