Study On The Consumption Of Education Product In High Colleges

In recent years, education consumption, especially higher education consumption not only has been the public’s focus,but also has been the scholars’ hot research spot in education and economics field. Because of the deference of comprehension on education consumption, most scholars only bases on macroscopic higher education consumption environment,studies its influence on social development and its drawing function on country economy from sociological and economic angle. They also studies the influence of excessive consumption expenditure on inhabitants’ daily life consumption in level of the present income. But this paper bases on the microscopic education environment, that is higher colleges. It consults the study method of consumption economics and regards education product as consumption object, students as the main body of consumers. The whole paper studies the present consumption situation of education product of high colleges and the consumers satisfaction situation. Furthermore, it put forward some relative strategies which can be applied in higher colleges to improve the present consumption situation,face competition threat and eusure the activity of education product consumption carry on.In view of the argument on what is education product, my paper begins from the aspect of education product firstly, and put forward the holistic concept of education product. On the research aspect of main consumers,my paper highlights the need level of student consumers’ and their characteristics which are different from the common consumers. After confirming what is education product and who is consumer, this paper describes the bad situation of education product consumption in our higher colleges through studying consumption level,consumption structure and consumption utility. The fact is that the consumption level is high and increase every year, consumption structure is unreasonable,and that consumption utility is low. this paper adopts questionnaire investigation method, investigate the students’ satisfaction situation of several different high colleges in Wuhan area. The result of Investigation reveals:the students’ satisfaction degree is lower in high colleges. At last, basing on the analysis of competition threat that high college is facing,this paper put forward the strategies to ensure education consumption carry on sustainbly, which are the strategy of consumption object,the strategy of main consumers and the strategy of consumption environment.This paper pay more attention on consumption object,main consumers and consumption situation through integrating value and positive analysis,qualitative and quantitative analysis. Through adopting the analytical tools of the consumption economics,consulting enterprise marketing theories, using statistic dates and investigation dates,this paper analysizes the question of education product consumption in high colleges,and espects that it will help to integrate consumption economics and education economics, provide some strategy references on improving products quality,ensuring education consumption carry on sustainbly and develop in market competition.