Research On Market-oriented Operation Strategies Of A Private Colleges

Market-oriented operation is a mode of operation for enterprises to obtain and allocate resources,follow the law of market economy,and maximize the benefits of enterprises.Private colleges and universities are special non-profit organizations,which provide education services for the society and increase the opportunities for people to receive higher education.The development of private colleges and universities in China is affected by the shortage of school-running resources.How to learn from the experience of market-oriented operation of enterprises and improve their own hematopoietic function is a problem worthy of study.Through literature review,this paper systematically combs the relevant theories of non-profit organizations,the theory of quasi-public goods in education,the theory of educational investment income and the research status of market-oriented operation of non-profit organizations at home and abroad,and finds the theoretical logic of market-oriented operation of private colleges and universities.Based on the data,through comparative study,this paper analyzes the current situation and development prospects of private higher education in China,and points out its limitations.Taking A College of state-owned private colleges as an example,SWOT analysis is made on the basis of collecting empirical data,and problems are put forward and analyzed.Finally,combined with the reality of A College,put forward targeted market operation strategy,which has practical significance for the development of A College,and provide reference for the market operation of private colleges in China.Finally combining the reality of A college,this paper puts forward that market demand oriented design professional structure,built to adapt to changes in market dynamics of talent training mode,setting up A combination of theory and practice of high quality teachers troop,all-round development education resources and sources of funds,that A college’s school governance structure,strengthen internal management and so on six aspects targeted marketing strategy,has practical guiding significance to the development of A college,the model for private colleges marketing operation in China.