Colleges And Universities A Competitive Advantage And Its Formation Mechanism Study

In the context of new resource competition , universities that lack of competitiveness and competitive advantage are destined to be difficult to survive and develop. As a result, seeking for competitive advantage is increasingly becoming the key goal of the strategic decision- making for modern universities. Deficiency in competitive has long been used to be the major reason why universities are hard to develop. In the setting of the more acute competition, the development of the universities has been the major concern in the circle of higher education. This Paper explores university competitive advantage and its mechanism of formation, choosing the discussion of university competitive advantage as the cut-in point. We argue that the creation of university competitive advantage is the break-through of the new development of universities in the new'century, as well as the establishment of the first-class university in the world.Discussion on the problem of the university competitive advantage appears to be related only to the future development of universities; however, it is actually a social concern. Its real solution not only depends on the educational theory, but also has to draw from the theory of other disciplines. This is the only way out. This paper examines university competitive advantage and its formation mechanism, drawing on the theory of Marketing Subdivision and using the Stakeholders Approach. The general points of view presented in this paper is: university competitive advantage is the advantage that a university enjoys in its products market. It is based on the maximum satisfaction of the needs of the market so as to form the advantage that excels other competitors.In the first part of the paper, we examine the history of the development of higher education and the formation of university competition. From the examination, we identify the characteristics and the essence of the competition among universities. Then, we analyze the conditions of the competition among modern universities. We argue that it is essential for modern universities to strive to create their unique advantage.Competition takes place in the specific resources market and the formation of competitive advantage is built on the maximum satisfaction of the needs of the market as well as the consumers. In the second part, using the theory of market competition,we analyze university competitive advantage. Furthermore, based on the characteristics of the production of the university and its needs in the market, we subdivide the university production market, and establish the target market of the development of university competitive advantages.In the third part, we trace the track of university competition in foreign counties in order to find out some useful experience and implications. Then, based on the theory of target market, we discuss the market mechanism through which university competitive advantage is formed.In the fourth part, we analyze the causes for the deficiency in university competition and the characteristics of the university competition in our country. Finally, we put forward several strategic measures to create university competitive advantage. It is hold that we can give some feasible advice on the formation of university competitive advantage.In the last part, we point out that the establishing of competitive advantage should be the major focus of the future development of the university.