| 借鉴企业营销优化高校管理 |
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| 引用本文： | 林咏红,王伟.借鉴企业营销优化高校管理[J].湖南第一师范学报,2007,7(1):53-54,57. |
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| 作者姓名： | 林咏红 王伟 |
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| 作者单位： | 1. 湖南师范大学,湖南,长沙,410081
2. 广西玉林师范学院,广西,玉林,537000 |
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| 摘 要： | 在市场经济体制下,高等教育面对外部激烈竞争和内部问题,应借鉴现代企业营销管理变革传统封闭的管理方式。高校营销在产品属性、营销目标、服务对象、受公众监督程度等方面呈现出与企业营销不同的特征。高校管理者应做到:(1)重构与营销管理相适应的大学组织体系和运行机制;(2)建立高质量的营销信息体系;(3)建立科学的市场定位战略;(4)在教育内容上求变求新求差异,营造自己的品牌特色。同时有效运用营销组合的“7P”策略。
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| 关 键 词： | 高校管理 借鉴 企业营销 学校营销 |
| 文章编号： | 1671-4369（2007）01-0053-03 |
| 收稿时间： | 2006-12-13 |
| 修稿时间： | 2006年12月13 |
Optimizing the Management in Colleges and Universities by Learning Marketing in Enterprises |
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| LIN Yong-hong,WANG Wei.Optimizing the Management in Colleges and Universities by Learning Marketing in Enterprises[J].Journal of First Teachers College of Hunan,2007,7(1):53-54,57. |
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| Authors: | LIN Yong-hong WANG Wei |
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| Abstract: | In the market economy system,higher education,which is faced with external severe competition as well as internal problems,should reform its close management style by learning the marketing from enterprises.Marketing in colleges and universities is quite different from that in enterprises in nature of products,marketing objects,service objects and supervising procedure.The supervisor in colleges should be able to do as follows: First college organizational system should be reconstructed.Secondly high-quality marketing information system should be established.Thirdly market orientation strategy should be set up.Finally we should ask for something changing,new and different in content to build our own brand and characteristics.Simultaneously,we should effectively use combined marketing strategies. |
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| Keywords: | management in colleges and universities learning marketing in enterprises marketing in colleges |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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