The Study On The Outstanding Issues & Countermeasures Of Higher Education In China

Higher education marketing is Marketing theory and method been applied in the practice of higher education management.Higher education marketing is such a society and management process that the analysis, plan ,execution ,control of Higher education institute on its meticulously～designed product, so as to promote the value exchanges between higher education organization and its target market. The study on Higher education marketing is of important significance on theory and practice.it will be beneficial to explaining theoretically, rectifying and directing forcefully the new phenomenon and problems in the educational course of enrolling, cultivating, employing. it will be theoretically beneficial to the supplementation, perfection and innovation of higher educational management.It will be beneficial to realizing more successfully the mission of educational institute and raising the public & market satisfaction degree.Currently, the outstanding issues of higher education marketing in china are reflected in three segments: enrolling target market is ambiguous ,enrolling marketing measure is unitary backward; The cultivating pattern is lack of the guide of marketing idea and can't function namely, Curriculum offered can't adapt to the requirement of development of the times; Employing marketing mechanism is faulty, employing education is insufficient and the information isn't systematic.Investigate whose cause ,lie in mainly to that enrolling marketing is short of parents guiding , the cultivating marketing is short of student guiding and employing marketing is short of employing unit guiding.This guading does not mean satisfying the customers' current needs but also the patential.On the basis of probing into the outstanding issues and causes of higher education marketing in china, the thesis attempt to bring forward the following countermeasure. Firstly, parents～oriented enrollment: Setting up correct education enrolling marketing idea, founding the special Marketing Research team, carry out various marketing measures; Secondly, student～oriented cultivation: Optimize the cultivating pattern, perfect curriculum offered; employing～unit～oriented employment: improve employing marketing idea, clear task system, improve operating mechanism, building～up full～time & part～time combined employing team and handle well three segments of enrolling, cultivating and employing.