Chinese Universities Marketing Research

With the development of the socialist market economy and the acceleration of higher education marketization, the circumstance of existence of colleges and universities is becoming more and more complex and uncertainly. Colleges and universities are competing against each other. Many famous universities are attacked more by education internationalization, and general colleges, however, have to receive competition pressure from others and famous universities. So it is necessary for colleges to introduce marketing management. Although some researchers in our country have made some study on the application of marketing in the universities, it is not further.On the theoretical basis of strategy of marketing, this paper provided a set of marketing scheme suited for development of our universities against the background of development status of col leges.The first chapter is the epitome of the whole paper, which includes the meaning, background, content and method of the research. In the second chapter, it is analyzed that the development status of universities in our country and the universities marketing research made by theory circle is recapitulated. The theory and method of the universities marketing strategy is studied in the third chapter, which is as the theory base of the following analysis. In the fourth chapter, the marketing strategy is studied. The marketing tactics of universities is involved in the fifth chapter, in which the 7-ps tactics of service marketing is utilized for research. The sixth chapter includes the example research. The Peking university, Which is reformed successfully, is a example for discussing thedirection universities should go. Sum is made in the seventh chapter which includes the invitation and lack of the paper, and striving direction in the future.Making a general survey of the full text, the novelty of the paper is to make the ways of service marketing, non-profit organization marketing and internal marketing applying in the management of Chinese higher schools, and to provide a set of rationalized marketing strategy and tactics. Hoping Chinese higher schools can apply marketing manage according to themselves' actual conditions.