Research On Marketing Management Patterns Of Nonprofit University In Our Country

With the development of people's living standard in this new era, Nonprofit Organization (NPO) has played a more important role in the community service field. With the enhancement of nonprofit organization's position and the increase of social demand, competition in the nonprofit field is becoming severer as more and more nonprofit organizations are emerging and some commercial organizations also enter this field. So how to develop the competence of nonprofit organization while sustaining survival and growth in this changing market environment is becoming one of the most important problems that every nonprofit organization has to think about carefully and deal with it. At the beginning of the emergence and development of the nonprofit organizations, some management and control methods have been put into use, but marketing concept was not promoted, because top management of nonprofit organizations regard marketing as only adaptable to profit organizations. Since the reason of any organization's existence and growth is based on the need of society and demand of market, only those organizations that satisfy market demand can realize their organizational goals and hence stand out from competitors. So nonprofit organizations should accept the marketing concept and put marketing management into practice.Universities are typical nonprofit organizations due to their specific organizational mission. Along with China's joining WTO and rapid change of the social environment, competition among universities is becoming severer. In order to face the competition for education resources from international society, universities must make management innovation and satisfy society demand of knowledge innovation and talent cultivation through effective marketing management while reaching the strategic objective of growth.The aim of this paper is to make a study of how to satisfy society and market demand by implementing superior service management of university education in China's knowledge economy era. This paper makes an analysis of the theory of nonprofit organization marketing and analyzes the experience of foreign universities'marketing management based on this theoretical foundation, and then brings forward some strategic patterns of university marketing using the method of case analysis in our country's education environment, and then comes up with marketing tactic mix of how to provide superior university education service, hoping to cultivate universities'competitive advantage while realizing universities'brand value and healthy development.