China's Higher Education Marketing Strategy Research

In China, transition basically from planned economy system to market economy system has been completed. For the reason, nearly every trade is encircled by "market". However, higher education just guards "plan". Some say, higher school is a last field that reforms in China. If reform of higher education can succeed, then reform of other fields will have hope. As a result, exploration for higher education undoubtedly has the import practical significance. Yet, a difficult question is in the face of us to seek a way that fit for the development of the Chinese higher education. I just think to start from marketing, apply some mediums, methods and tactics to higher education and guide the reform of higher education by it's theories. In the course of the study, because hardly nobody had done this hand of work, the ready-made data are so seldom. To solve some problems depend on the analyses for the direct data. Or inquire about persons face to face in higher school; And investigate the university students or graduated students. Especially, I must study the theories about higher education's subject. The paper start from the definition of the higher education, then develop higher education's importance and tendency for the future; I detailed analyse the current situation about higher education market. Then take two conclusions, the first, supply and demand are not balance; The second, marketing sense lag behind, it's mediums and tactics are lacking. So, structure the system of the Chinese higher education's market and marketing strategies. The former do it from the market modek basicly running machine-processed and basic principles of market economy use in the higher education. The later do it from the base of expounding the marketing's basic theories and bringing forth new ideas the environment of the higher education market from the internal and external marketing. Finally, explore the higher education marketing strategies in the condition of innovating the marketing ideas to solve the questions and the challenges in new situation.