A Preliminary Study Of The Marketing Of Chinese Higher Education

There exist some issues and challenges, such as the weakness of the concept about marketing and the poor of benefit of running schools and the intensity of the competition between different universities and colleges etc. in the higher educational field of our country. This paper mainly adopts the standardization analysis. It has mostly referred to the theory and analysis method of the marketing of NPO and interior marketing. Through the introducing of the thought of marketing and the thinking-pattern of solving problems of marketing, the paper offers some strategies and new ideas for how higher education of China sets up step by step the competitive mechanism which accords with education's rules and fits to the requirement of development of society, for how higher education of China improves benefit of running schools, for how institutions of higher learning map out marketing-oriented development strategies and operating strategies.This paper starts with thorough analysis for the industry higher education and higher education market, and then overall takes the characters and influencing factors of the demand of higher education apart. Further more, the paper discusses the problems of the subdivision and orientation of higher education market, then brings forward the strategies of running a school with characteristics. After that, it puts forward some explicit suggestion about how institutions of higher learning establish the market-oriented development strategy, and how they build up a vital running-mechanism with high efficiency by the reform of inner management, especially it expatiates the problem of setting up brands of higher education. Lastly, it is discussed how institutions of higher learning advance these projects of recruiting students, teaching and obtaining employment etc. through applying marketing combination strategies.The innovation of this paper consists in the novelty of selection of the subject and the practicality of analysis result. Its major contribution has four aspects mainly. Firstly, it strikes up the preparatory theoretical frame of marketing of higher education, which not only develops the theory of education economics, but also enriches the theory of marketing. Secondly, it has important practical guidance value for how institutions of higher learning reform internal running mechanism, and strengthen livingness of running a school, and enhance benefit of running a school, so as to receive the coming of the era in which higher education is in a popular style. Thirdly, this paper provides feasible guidelines and strategies for how institutions of higher learning find out their own roads of development by proper orientation, and carry out brand- building of higher education. Finally, it puts forward some feasible suggestion about how institutions of higher learning develop these projects of recruiting students, teaching, serving students' employment and promoting etc.