Candidates Choose The Value Of Elements Of The University Constitute Research

Nowadays, students competition between the colleges is getting much more fierce, As companies have to try their best to attract customers, Colleges are beginning to face the problem: how to attract outstanding students. Scholars in the West scholars had done a lot of research about the complex process of students choosing universities from consumer behaviour perspectives, sociology, and economics. Getting use of their perspective and the competitive advantage from the perspective of customer value, this paper discusses the students' college choice problem by the customer value theory.Marketing's premise is understanding what the customers want. The paper's chiefly task is to probes customer value component of "college product" from the students' point of view. Basis on the literature research and interviews, this paper constructed a Customer Value Component Model of college product, trying to makes a practical application of the indexes system. The specific contents are as followings:1. This paper make a review of the literatures for students colledge choice, based on summarizing valuable research resuts, this paper chiefly use the consumer behaviour perspective and the conception of "college product" to study the problem of student college choices.2. Applying the Customer Component—Hierarchical model to organize the colleges product elements, and then get the Customer Value Component Model of colleges product by basic value, expand value and potential value.3. Using probing factor analysis technique to classify the customer component of college product, and proves the scientific nature of the model4. ANOVA was used to analyze eight control variables including gender, family income, educational level of parents, enrolment level, starting time of collecting information, attitude towards college entrance, type of examinee, all of which were summarized from literature research. Particularly, this paper integrated three variables according to the results of discrepancy analysis, that is family income, educational level of parents, and then explained the two causes to the discrepancies based on a discrepancy analysis of the integrated variable.5. By using a method of protracting a value curve, demands for value elements of college products were contrasted between boys and girls students before and after college entrance, and the results of that were deeply discussed in the paper.Finally, costumer value composing system for college products was put into practice. This paper takes the advantage of clustering analysis technology to segment the target examinees, getting four benefit-segmenting markets including economic examinees, ideal examinees, immature examinees. In light of the four segmenting markets, four strategies was suggested to manage the target customers respectively, that is, attracting with benefits, exploring unique features, future strategy and education first.