Research On The Positioning Of "985 Project" Universities

"985 Project"universities are play the important role on the education system, and the backbone of higher education. Since the establishment of New China, the development of"985 Project"universities get the governmental support in policy and finance, positioning is granded by the government. In this case, the"985 Project"universities are positioning for government. After years of development, especially after enlarged enrollment in 1999, the number of universities is increasing, while the number of students relative reduced, while people spending on education is more rational. In this case, the positioning of"985 Project"universities needs to be changed from"Facing the government's demand"to"facing the consumer's demand".This paper mainly analyses the positioning theory, point out the positioning promble of"985 Project"universities, the case of foreign top universities, and proposing solutions. It includes five chapters: The first chapter is the introduction, including research background, research status, the article structure,the significance of research methods and research significance; The second chapter firstly introduces the concept of positioning and the universities positioning, elaborates the mainly view of positioning of AL Ries and Jack Trout, positioning princeples, successful positioning steps, and then gives the reason for the positioning theory to the"985 Project"universities; In the third chapter, analyze internal and external environment changes of"985 Project"universities, point out the positioning promble of"985 Project"universities and then construct the SWOT model for changing from"Facing the government's demand"to"facing the Consumer's demand"; The fourth chapter, the Massachusetts institute of technology and the university of Wisconsin-Madison are chosen as the examples, analyses the apocalypse to the positioning of our"985 Project"universities. The fifth chapter proposes measuresment to achieve target of"985 Project"universities positioning: emphasis tactics, comparative tactics, only position tactics, looking for a gap tactics, brand tactics, re-positioning tactics.