A Study Of Marketing Strategy In Chinese Higher Schools Service

Service marketing, the concept of which generated from 1950s, has been an absolute branch of marketing science since 1980s. The core of service marketing is relationship marketing, which focuses on long-term interacting relationships and values between service offers and customers, and considers that either customers or salesmen should be treated as equal partner each other as well as the searching of the relationship reward, as it is win-win.The supplying of servicing marketing abroad developed rapidly at the present time, including health care, nonprofit organizations, manufacturing and enterprises, and also its supplying begins form the traditional individual corporation to supplying-chain and vocation confraternity and so on. However, the introducing of concept of service marketing had a little late, especially the service marketing of college is on the origin exploring stage, and has some disadvantages such as the confusion between immaterial educational service and material product, making similar manners from the product sale to educational industry, making copies of experience of developed countries and ignoring the fact of Chinese college education, all of which were mainly attributed to the immature of the concept of college educational service.This paper reveals the problem of our college's service marketing and analysis its environment on the background of development status of colleges as well as through the analysis of the statue of colleges'service marketing. Also, the paper illustrates the essence of college educational service, clarifies the strategy of college educational service, analysis the characters of college educational service and offers a set of marketing scheme suited for the development of our colleges, which is strategies of aimed marketing, brand marketing, interacting marketing and interior marketing, according to the newest theory of service marketing and the characteristic of college education.