Marketing View Of The Private University Core Competence Cultivating

There are lots of opportunities and challenges facing private higher education,It is concerned that they are short of adequate strengths and sustainable momentums.This thesis points out the necessity and feasibility for private universities to develop core competence according to the environments and competitive situations.It attempts to apply business management theories,especially marketing theories to researches on private higher education,along with the higher education theories and new public management movement theories abroad,studying how to cultivate the core competence.Firstly,the thesis traces back the core competence theory,which is the result of the amalgamation and evolution from economics and management,Initially,it applied to profit-making businesses.Diverting it to the operating of private universities not only upgrade the competitiveness,but also enrich and deepen the core competence theory.After all,private universities do not equate to typical business.This thesis discusses the categories,natures,development modes of private universities,the connotations,characteristics of their core competence and the driving forces.It also expatiates the Marketing theories,including target marketing,products,brand and communication etc.,in the process of cultivating core competences.Good talents nurturing mode is the key.This thesis studies the way to optimize the mode in the perspective of target marketing.The universities should follow three steps:segmenting,targeting,positioning.We can use multitudinous variables such as age,preferences,interests and so on to segment education market.Afterwards,the opportunities show up.Then we employ indifference marketing,differentiated marketing or focus marketing to choose the suitable target market on the basis of own strengths and weaknesses.And then,offer the tailored talents nurturing plans.Private universities should position themselves properly,it will directly result in school-running ideas,funding,curriculum development,types of talents etc.The nurturing objective is core of nurturing mode,also the cornerstone and guidance of other elements.The curriculum system gives support to achieving nurturing goals,it affects the coordinated development of students'knowledges,abilities,quality structure.The thesis uses product theory to inquire into curriculum orientation,curriculum modes and teaching methods.It also expounds the structuring of practical teaching system.School image intensively embodies the core competence,image-building is a process of brand shaping and communicating.The thesis uses brand equity model to concretely analyze the accumulation of private universities'brand equity in respects of presence,relevance,performance,advantage,bonding.It also offers some specific marketing measures to attain the goal.The measures include internal branding and other three strategies:brand image speaker,affections,cultural charm.As a more effective way,integrated marketing communications(IMC)play a major role in school image building.It discusses how to formulate and implement IMC.At last,the thesis makes an empirical research taking the Zhejing yuexiu university of foreign laungues as example.After informal survey and questionnaire survey,it employs factor analysis,regression analysis etc.to discuss elements of private universities' core competences,major dimensions of talents nurturing plan and marketing behavior types.It turns out that the elements of nurturing plan and the marketing measures of school have significantly correlation with cultivating core competitive advantages.