A Study On The Fund-raising Marketing Mechanism Of Public Universities

With the acceleration of the popularization progress of the higher education, the contradiction between supply and demand of higher education is increasingly intensified and the education financial gap become increasingly wider and wider, the people focus more and more on the education funding-raising issues accordingly. Studying on the fund-raising marketing mechanism of public universities is trying to provide some references on how to make out the proper fund-raising strategies and look for the new fund-raising methods, then build a proper fund-raising marketing mechanism for public universities.By starting from analyzing of the characteristic of public universities and pointing out that all the researches and explorations on public universities' fund-raising mechanism should be based on its non-profitable nature, this thesis elaborates the necessity of introducing the marketing mechanism into the fund-raising process of public universities theoretically and practically on the basis of analysis on the theories of public goods, human capital and education costs sharing. This thesis discusses mainly the reform characteristics of the fund-raising mechanism in public universities by using history logic analysis method, it is concluded that the evolution of public universities' fund-raising mechanism was affected deeply by the transition of higher education operational mechanism and reformed gradually. Meanwhile, this thesis not only puts forward the problems existed currently in the public universities' fund-raising mechanism, but also explores on why these problems exist.Nowadays, it becomes the trend to raise higher education funds via multi-channels, especially marketing in most countries. So this thesis chooses American public universities' fund-raising mechanism as the model and summarizes some implications concluded from the fund-raising mechanism of American public universities by studying on the investing subject of American public universities and its marketing fund-raising methods. Based on the experience learned from the fund-raising mechanism of American public universities, this thesis puts forward some feasible countermeasures on how to perfect the fund-raising mechanism of public universities in our country such as enlarging the autonomy in public universities running, strengthening the market adjustment, introducing the...