【作者】 邓丽红；

【导师】 李柏洲；

【作者基本信息】 哈尔滨工程大学 ， 管理科学与工程， 2006， 博士

【摘要】 伴随着中国社会经济体制改革的不断深入和社会主义市场经济的迅猛发展，在过去长期的计划经济条件下形成的高等教育运行机制发生了深刻的变化。在经济全球化日趋加深的今天，传统的高校管理观念已经不适应新的条件下社会发展对高等教育的要求，关起门来搞教育已不能适应全球经济一体化发展的要求，高等教育从办学观念到办学模式、运作体系上都面临巨大的变革。 营销思想起源于企业管理领域，但营销并非是企业的专利。近年来在中国，高等院校的教育营销意识也在不断增强。在高校内部建立起时时监测顾客需求变化的教育营销机制，并做出适时的反应，将有助于从根本上提高高校教育资源的有效配置、提升整体竞争实力、促进高校的快速发展。原因在于高校教育营销管理的目的是更好地满足学生及家长、社会的需求，更好地履行高校培养人才的职能，更好的调节高教市场的有序竞争，更好地促进高校可持续发展，树立良好的社会形象，提升高校市场竞争力。但目前营销界及高等教育领域对这方面的研究还是零星的和不系统的，还属于初步探索阶段。 本论文致力于研究适应中国国情的高校教育营销管理模式。首先，论文对选题背景、意义及研究现状进行综述，论证了中国高校创建教育营销管理模式的可能性和必要性，并对论文的相关基本理论进行综述，从而奠定了研究架构及内容的理论基础。 其次，论文在对非营利组织的营销管理价值及与企业营销的异同、国内外高校教育营销管理现状、高校运营机理与企业运营机理营销视角的对比三方面内容分析的基础上，构建了中国高校教育营销管理模式。接下来，论文对高校教育营销管理模式的各子模式进行了深入研究：论文研究了高校目标市场营销战略模式，对高等教育市场细分及高校目标市场的选择问题进行了详细研究，对高校如何做好目标市场的市场定位进行了探讨，在此基础上，更多还原

【Abstract】 With the deepening of economic and social reform and fast development of socialist market economy in China, the higher education operation mechanism grown out of old planned economy has experienced profound changes. In today’s economy of globalization, traditional management concepts can no longer meet the requirement of the social and economic development. Closed-door education is out of harmony with the global economic unification. Thus, higher education is undergoing a dramatic change with its operation concepts, modes and systems.Marketing is originated in the field of enterprise management, but not confined in that field. Recently, the higher education in China is strengthening its sense of marketing, with marketing mechanism of all-time monitoring of students’ demand being set up to make quick response to the changes, which is to better the educational resource distribution, to raise the over-all competitiveness and to speed up the development of higher education. Through the marketing management, the higher education can better satisfy the needs of students, parents and society in order to well perform its function of intellects cultivation to modulate the competition in a more efficient way, to support the sustainable development of higher education, to set up good social image and to improve market competitiveness. But the study in this field is far from being mature. It is on the starting point and the study is yet sporadic and unsystematic.The thesis is focusing its attention on the discussion of the suitable marketing management models of higher education in China. First, the thesis starts with the introduction to background of the selection of the topic, to the significance of the selection and to the current studies done about this. In the meanwhile, the thesis works on the possibilities and necessities in setting up the marketing management models in China. The first part is laying the theoretical foundation for the更多还原