Research On The Demand Of Private Higher Education In Zhejiang Province

Since1999, facing in higher education that demand exceeds supply and education funds are short, Zhejiang Province has been developing Private Higher Education as an important measure of the higher education reform, thus giving birth to a huge demand market for Private Higher Education. However, since2008, the scale of the higher education right-age population in Zhejiang Province decreases year by year. It causes a great impact on students’ sources of Private Higher Education, and the demand issue of Private Higher Education in Zhejiang Province has gradually attracted people’s attention.Based on this background, in reference to Chinese and foreign scholars research on the demand for Private Higher Education, this study takes2012high school graduates in Zhejiang Province as the research sample, and collects relevant data by questionnaires, and then by using the SPSS16.0, analyses the basic demand and the influencing factors of Zhejiang Province Private Higher Education. The empirical outcomes show that:(1) Compared with the demand of Public Higher Education, in the sample of high school students in Zhejiang Province, the demand of Private Higher Education is relatively low, and the initiative needs of most students is not strong, so Private Colleges in Zhejiang Province now is in the development stage that it meets the students excess demand.(2) There are several factors to influence the student demand for Private Higher Education in Zhejiang Province, including personal natural ability, expected return of Higher Education, family annual income, the education background and profession of student’s father, tuition, the fairness of the government’s policy, identity of Private Higher Education from society, the awareness of Private Higher Education information, features of residential area.According to the above research status of the demand of Private Higher Education in Zhejiang province, in order to promote demand of Private Higher Education in Zhejiang Province, this study proposed the following suggestions from Private Colleges and government. Private Colleges should (a) renew education idea, clear the direction of running colleges;(b) increase the quality of supply, pay attention to the connotation construction;(c) widen financing channels, alleviate the shortage of funds;(d) formulate marketing strategy, expand the market demand. The government should (a) improves the education system, supports Private Colleges;(b) emancipate minds, improve the social identity of Private Colleges;(c) transforms government functions, improve the management and service mechanism.