A Reaserch Of University Image-building: From Service Marketing Perspective

With the steadily and rapidly developing of China's national economy and the increasingly improving of life, people's wish for accepting higher education has become much more intensive than before. Confronted the new environment, while higher schools acquire new developmental opportunities and spaces, they will also face more complicated new situations, problems and drastic competitions, which all request them to break the antiquated school-running ideas, set up a sense of conjuncture, re-survey themselves from the view of long-term benefit and stratagem, improve the cohesive force by scientific and effective management means, and strengthen the comprehensive power of schools. It is designing and building favorable and characteristic school-image that have been the critical measure that enhances the integrative competition power and realizes sustainable development of colleges and universities.From the middle of 1990's on, enlightened by some cases that the stratagem of corporate image-building was successfully applied into enterprises, cities and governments, a colony of teaching staff have embarked on studying the theory of higher schools image-building by the means of transplanting the stratagem of corporate image-building into higher schools, and then established the relevant theory. However, through the work of literature review, the author of this article argues that due to the particularity of higher education, it must be paid more attentions to such characters of higher education as service and commonweal during the course of introducing the stratagem of corporate image into higher education area. Therefore, it is essential that we should study the higher schools image-building in a Service marketing study. On account of the above, this article comprehensively analyzes the connotation, characters, factors, processes and fundamentals of the higher education image by employing so much knowledge as management, service marketing, advanced education management and such research approaches as literature review and case analysis. Theoretically, it also analyzes the relationship between service marketing, corporate image-building, educational management and higher education image-building. Furthermore, this thesis expatiates four typical image-building cases of colleges and universities in service marketing perspective in order to investigate the fundamental factors and existed mistakes of higher school image-building. On this basis, it also put forward the approach of building up higher school image as the beneficial guide of higher school image-building in service marketing perspective.