领先服务——西安欧亚学院案例研究  

Head Start Service——A Case Study of Xi'an Euroasia University

作　　者：王保华[1] 

机构地区：[1]中国传媒大学高等教育研究所,北京100024

出　　处：《清华大学教育研究》2007年第5期76-83,共8页Tsinghua Journal of Education

基　　金：美国福特基金会资助项目"中国创新型高校与公共政策调整"(1035-0568)

摘　　要：民办高校如何在强手如林的公立大学之间求得生存,如何在众多的民办高等学校之间求得发展,是社会各界关注的热点话题。西安欧亚学院是民办高等学校"西安模式"的代表之一,是民办高等学校自主创新的一个典型。其成功之处在于,它有效地运用了营销理论,提供了一种优于一般公立高等学校的"领先服务"。为此,他们实施了一系列战术,克服了不利的制度和政策环境,并及时地实现了战略转移。民办高等学校的发展决定于政府、高校领导和高校自身。How can a non-government higher education institution(HEI)survive the competition with a forest of strong public HEIs and with a large number of other non-government HEIs? This is an important topic worthy of reflection.This article is a case study of Xi'an Euroasia University,a key representative of the 'Xi'an Model' of non-government HEI.Xi'an Euroasia is a successful story of indigenous innovation.By effective employment of marketing theories,it distinguishes itself with 'head start' services that are better than general public HEIs.Its success lies in a progress against unfavourable policy environment by using a series of tactics and timely strategic transfer.The development of non-government HEI is determined by government,institutional leadership and the institution itself.

关 键 词：民办高校 营销理论 领先服务 竞争策略 案例研究 

分 类 号：G649.28[文化科学—高等教育学]