竞争性营销:教学服务型大学建设的应然理念转向  

Competitive Marketing: the Necessary Change of Conception in Construction of Teaching Service Oriented University

作　　者：赵智兴[1] 朱代琼[1] ZHAO Zhixing ZHU Daiqiong(Management College, China West Normal University, Nanchong, Sichuan 637009, Chin)

机构地区：[1]西华师范大学管理学院,四川南充637009

出　　处：《宜宾学院学报》2017年第8期31-38,共8页Journal of Yibin University

基　　金：2015年国家级大学生创新创业训练计划项目"高校智库服务当地经济发展研究--以南充市为例"(201510638020)

摘　　要：从经济学的角度看,我国大学服务社会发展的市场导向型理念经历了从模糊到明晰的发展历程,大学发展理念日益与社会主义市场经济相适应。由大学的特征和发展规律决定,教学服务型大学未来的发展理念将从市场导向型向竞争性营销转变。教学服务型大学只有通过创建体现竞争精神的校园文化,重塑制度化的规则、信念和角色,充分发挥组织行动者的作用,才能推动大学竞争性营销管理理念的形成和发展。From the perspective of economy, the ＂market oriented＂ concept of the development of universities＇ serving the society in China has experienced a course from vague to clear. The development concept of universities is gradually adjusted to the socialist market economy. Due to the characteristics and development law of universities, the future development concept of teaching service oriented university will change from ＂market oriented＂ to ＂ competitive marketing＂. The teaching service oriented universities should create campus culture embodying spirit of competition, remodel institutionalized rules, beliefs and roles, as well as play the roles of organizational actors adequately, so as to promote the formation and development of the competitive marketing concept in universities.

关 键 词：竞争性营销 市场导向型 教学服务型大学 

分 类 号：G521[文化科学—教育学]