论我国高校管理中关系营销策略研究  

Research on Relationship Marketing Tactics in the Management of Colleges in China

作　　者：许成文[1] 张明勇[2] 牟志平[1] 

机构地区：[1]石家庄铁路职业技术学院,河北石家庄050041 [2]武汉职业技术学院国际学院,湖北武汉430074

出　　处：《石家庄铁路职业技术学院学报》2009年第1期93-96,共4页Journal of Shijiazhuang Institute of Railway Technology

摘　　要：近年来,高校教育环境发生很大的变化,高校间的竞争变得越来越激烈,同时学生对高等教育的要求也越来越苛刻,但是我国高校管理现状却不容乐观,存在管理理念不完善,相关利益者的关系不畅,与学生、教师的关系不畅等许多问题,这极大的阻碍了高校的发展。要改变我国高校目前的困境,提高竞争力,就必须转变观念,树立以学生为导向的关系营销理念,重视公共关系,和积极推行内部营销等。In recent years, great changes have taken place in colleges＇ education environment; the competition become fiercer, and students have hard requirements for higher education. However, the situation of management in colleges is unsatisfactory. The management concept isn＇t perfect and colleges don＇t form good relationships with the related interest group, etc, which hamper the colleges＇ development. In order to find a way out of a dilemma and sharpen the competitive edge, colleges should establish the student-oriented relationship marketing concept, put emphasis on public relationship, and pursue internal marketing actively.

关 键 词：关系营销 高校管理 竞争力 

分 类 号：C931.2[经济管理—管理学]