Research On Expanding Market - Oriented Training Business In Chinese Universities

Being an important section of the National Educational System, Colleges andUniversities have some advantages of training resources in terms of teachers, teachingvenues, experiment facilities and library material. Colleges and universities play a vitalrole in establishing the lifelong education system, which should become the majorforce in continuing education training, shouldering the responsibility in serving thesociety. However in the current situation, most colleges and universities have a slightrecognition on this point, falling to become the mainstream in the present boomingeducational training market. Facing the responsibilities and obligations in serving thesociety, and the society’s demand in quality educational training, leaders in collegesand universities are gradually pay attention to these urgent issues including exploringthe continuing education training market by taking self-advantages, cultivatingprofessionals for regional various industries through educational activities, providingthe training service to the workers and staff from enterprises, public institutions,government sectors and social organizations, offering re-employment training tolaid-off workers and supplying regional economic development with multi-leveledprofessionals, and establishing the national-wide lifelong educational system.According to the basic knowledge on national educational training market, basedon the running laws, characteristics, development and evolution trends of the trainingmarket, This paper made a classification for the higher continuing educational trainingmarket, pointing out the necessity of colleges and universities in participating theeducational training market. In addition, this paper analyzed the current status of thenational higher continuing educational training, unveiling the problems in theoperation of higher educational training industry. In order to further promote themarketization of higher educational training, this paper discussed the advantages&disadvantages, opportunities&challenges for the higher educational training using theSWOT method.According to the above aspects, it reached a conclusion where detailed strategieson exploring the market of higher educational training were listed:1, Brand Marketing.2,Forging the featured training programs.3,Establishing a integrative service in highereducational training including training, certificate handling and recommendation foremployment.4,Choosing proper admission campaign.5,Adopting chain-store operation mode6,Enrich the training program using remote educational methods7,Internationalization8,Emphasizing the corresponding measures in changing theinternal operation mechanism of higher educational training.