On The Market Of Campus Culture In Higher Education Institutes

With the further reform and opening to outside world, the socialist marketing economy is becoming more and more perfect and consummate. Now markets, big or small, here or there, are playing an important role in and are closely related with our daily life. The cultural and educational circles are no exception. Nowadays many professional departments and units have been transformed into enterprise ones. And therefore culture has broken away from the restriction of planned system to realize the market of culture, which leads to the prosperity of marketing culture. The market of Education, especially higher education, has already showed its preliminary clues. Educational Administrative Department has made repeated warning that education can not be treated as the industry, nor can it be led to the road of marketing. But marketing influence has penetrated into the educational fields and some marketing phenomena have been agreed without protest. In such a case, campus culture in college and university is an indispensable part of higher education and a componential element of the whole entity of social culture. And thus it is impossible for campus culture to have nothing to do with marketing. Campus culture is a relatively open system, which is the best field for marketing mechanism to be introduced into and bring it into full play.On the basis of the above argumentation and the definition of marketing campus culture in higher education institutes, the analysis is made of its essential elements, functions and system; the discussion is made on its working mechanism and the elaboration is made on its contradiction and efficiency principles; the demonstration is made of the method and ways of its construction. All the efforts above-mentioned are made to marketing concepts into the construction of campus culture and to start a new road for theoretical study and practical activities of campus culture in higher education institutes.