Study On The Marketing Of China Higher Education

Nowadays, knowledge and information have become the main productive dynamics, and knowledge is a new strategic resource. Higher education plays an important role in developing knowledge-based economy. Since the reform and opening-up of our country, Chinese higher education has got great development and outstanding achievement. It has established a variety of levels, forms and academic subjects of the socialism higher education system, which adapts to the national economic and society development. With entering into WTO, we are necessary to draw up legislations relating to international in higher educational field. It is high demanding that we bring in market system, encourage enterprises and social groups to invest. From the view of national and international situation, Chinese higher education market pattern is gradually being formed and its market characteristic come, so our higher education should get close to the market in the point of teaching system and management.However, there are many problems which Chinese higher education faces at present. On one hand, supply and demand is not in the balance, the limited educational supply can not satisfy the enormous demand. On the other hand, colleges and universities are lack of marketing concept and mediums. The paper aims at these problems and challenges, tries to use theory of marketing, nonprofit organization marketing and service marketing. It is important meaningful to make use of these methods and tactics in higher education. At the same time, it is hoped that these theories be helpful to the reform of Chinese higher education, so that we can find some new ways to the problems.This paper starts with the analysis of the present situation, the environment and the marketing characteristic of Chinese higher education, then brings up its marketing positional strategy, including market segment, target market and market position. After that, the paper deeply studies higher education's marketing tactics from the point of the relevant aspects, which consist of customer satisfaction marketing, internal marketing, competitor marketing and public relations marketing. Finally, it concerns the brand management.The study advances the building of higher education marketing framework and...