Marketing Of Higher Education Analysis

The 21st century is the era of knowledge-based economy. Enhancing the quality of the entire nation is the key to establishing the harmonious society of highly efficient and legal system. And the strategic role education is self-evident. It has been twenty years since China pursued the educational reform. And it has become a significant and strategic research subject that how to improve the Chinese education so as to adapt to the sharply changing times.The equality of education is the extension and representation of social equality in the educational area, the fundamental value of educational modernization, and the fundamental starting-point of national educational policies. Our country has been devoted to the educational development for many years. However, it is an undisputable fact that the educational sources of our country are quite limited, unfairly distributed, and inefficiently employed, due to the large population and weak national economic strength.Aiming at the existing problems of the faint market concept, low efficiency, fierce competition between colleges and universities, based on the non-profit marketing theory and inner marketing theory, this thesis provides some meaningful thoughts and strategies of establishing the competition mechanism which corresponds to the educational rules inside and adapts to the social development outside, and of how to make marketing-oriented developing strategy and inner working strategy.The thesis begins with the theory of non-profit organizational marketing, to direct the reform of higher education. First, it provides an overview of the idea of educational marketing and its vital concepts. Then, it makes a deep analysis of the marketing environment of higher education. Next, it provides some suggestions aiming at how the colleges and universities make the market-oriented developing strategy and establish the energetic and efficient working mechanism, and especially argues about the problem of establishing the higher education brand. Finally, it makes analysis of how colleges and universities could practice the marketing combination strategy in order to provide theoretical guidance and practical methods for colleges and universities to survive and develop in the fierce competition.