营销视角下的高等教育消费行为及其特点分析

从营销学意义上看,选择和接受教育是一种消费行为。作为供给者的高等教育机构需要充分研究高等教育消费者的行为,据此设计相应的教育项目和服务产品,并采用有效的营销手段来吸引和服务高等教育消费者。研究高等教育消费行为的特点,不仅有利于学校与社会建立和发展长期的互动关系,并可期望学校的教育消费者能为学校吸引更多的预期“客户”。

Analysis of Higher Education Consumption and Its Characteristics from Marketing Perspective

From perspective of marketing,choosing and accepting education is a kind of consumption.Higher education institutions that act as suppliers need to study activities of higher education consumers,according to which they should design corresponding education programs and service products to attract and serve higher education consumers with effective marketing tactics.Study of the characteristics of higher education consumption is critical to develop effective higher education activities not only benefiting the long-term interactive relationship between universities and the society,but also expecting that the education consumers at school can attract more potential customers for the universities.