营销管理:高校运营管理的创新  

Marketing Management: The Management Innovation of Higher Educational Institutions

作　　者：杨瑞兴[1] 黄艺娟[1] 

机构地区：[1]广东金融学院,广东广州510521

出　　处：《广东工业大学学报（社会科学版）》2004年第3期31-34,共4页Journal of Guangdong University of Technology(Social Sciences Edition)

摘　　要：文章从营销的视角研究了高校的运营管理问题。通过对高校运营特征的研究以及对影响高校生存发展的主要因素的分析 ,认为作为非营利性组织的高校很有必要加强营销管理 。This paper studies the operational management of higher educational institutions from the angle of marketing and comes to the conclusion that it is necessary for higher educational institutions, as nonprofit organizations, to strengthen their marketing management. Accordingly, it further proposes methodological guide on how to achieve effective operational management in higher educational institutions.

关 键 词：高等学校 营销管理 运营管理 竞争力 

分 类 号：G64[文化科学—高等教育学]