Higher Education Products And Marketing Research

From 8^th decade of the twentieth century, higher education in China has to face to the fully new situations .For example, economy is turning to another direction, and the style of society is changing. Either observing from system of running a school or the direction of learner, the relation between universities and students changes to be the relation between the suppliers and consumers of service. So, higher education marketing becomes an society and management activity which the higher education organizations provide the higher education service in the goal of satisfying the need and desire of customers, then reach their goals by using the marketing strategy. In this situation, firstly the essential characteristic of marketing is one kind of manner and idea, secondly it is a social reform. It is necessary to broad the application of marketing in the higher education, and strength the usability of marketing theory and the feasibility of marketing technology.The key to higher education marketing, is examining the function and movement way of universities carefully, providing or forming an ideal pattern of university management in theory, proposing a pointed strategy that meets to the universities marketing need. Therefore, firstly, this article begins from the form higher education product, taking the connotation and the characteristic of higher education marketing as the spot, looking over the evolution and the development of higher education marketing idea, then analyses the function of marketing in the higher education management. Secondly, this article has induced the higher education marketing theory in the economics, the sociology, the histology, the pedagogy, the marketing and so on, providing the theory basis for the feasibility of higher education marketing. In this foundation, using the utilization case analysis, the real diagnosis analysis, the comparative analysis, analyzes the domestic and foreign higher education marketing practice, in order to obtain the enlightenment and the model. Finally, this article constructs the higher education marketing plan from the product decision-making, the price decision-making, he place decision-making and the promotion decision-making, through the analysis to synthesis, the induction g to deduction, the abstract to summary, and adjusts the higher education marketing from the relation between "the university, the government, and the market".It can be said that the research of the higher education product and the higher education marketing is a more complete system of how to adapt the change to higher education situation in the idea, how to adjust the policy of higher education on macroscopic, and how to create the condition to meet the need on microscopic.