英国大学招生的市场营销策略分析-TheUKadmissionsmarketingst.doc

The UK admissions marketing strategy and the enlightenmentSince the 1980 s, British in order to solve a lot of problems facing countries and improve the international competitiveness, the conservative set out to reform the public sector, it is called the new public management movement. Along with the management socialist tendency in the UK higher education increased, many business or enterprise management theory and method is introduced to the university. This paper discusses the theme is one of those. Market marketing from enterprise language, it is to show enterprise in the changing market environment, in order to meet consumers needs and realize the goal of enterprise, comprehensive use of various marketing means, the goods and services to consumers in a series of sales market business activities. 1 in university matriculate increasingly fierce competition, many English university in order to attract more excellent students choose local schools, in use of some enrolment market marketing strategy. This paper first to British university matriculate competition produces probe into the cause of the, again to explore what the market by university usually marketing strategy, and analysis of these strategies effect and function.A, the students competition leads to market marketing strategy productionStudents are the lifeblood of the university, students quality level of the development of the university plays a vital role. Higher education stage in the elite, British university is not a lack of outstanding students, but since the elite education to mass education after transformation, plus other factors work together, British student more and more competition.(a) the university admissions from the seller to the buyers market marketThe sellers market is to point to by the sellers market trading around, its basic performance for the market goods shortages, and demand exceeds supply, commodities trading conditions conducive to the seller and against the buyer. The buyers market is to point to by the buyers market trading around, its basic performance for the market goods enough, commodities trading conditions conducive to the buyer and the seller against. According to the above definition, in higher education under the condition of the elite, the university provides places is very limited, but want to enter the university, that is, there is an admission requirements of those young very much, the university now belongs to the sellers market, they never to recruit excellent students and not to worry about. However, since the 1960 s, the UK higher education entered the great development period, higher education also from elite type to popular type. Britain by increasing the number of university and to expand the recruit students number, there is an admission requirements for the students more chance of admission. Thus, /mtk/1867.html for students choose university greatly increase, the university also by sellers market turned to a buyers market, and started to attract good students and intense competition. The UK higher education with the expansion of the scale of recruit students, many schools began to appear provoke malcontent student phenomenon. According to the guardian, a British newspaper, surveys show that by the end of September 2003, universities still have a lot of places, failed to recruit students full. The years have as high as 75% of the school said they still have places, and at this time last year only 54%, and more compelling is, not only of the so-called new university provoke malcontent student, many elite college also admit that there are thousands of vacant places. 2(2) change the way of the university grantGareth Williams will each countrys higher education funding allocation model is divided into three kinds: bureaucratic control mode, college control mode and market mode. 3 before the mid 1970 s, British university college of the allocation of funds belongs to control mode. The government through the university the appropriations committee (UGC), every five years to a total of the funds to university funding way, the university independent control, the government no longer intervention, use of funds with the law of the university of autonomy completely. Since the mid 70 s, British society faces a lot of social and economic problems, in order to make higher education work better for British social and economic development services, the government changed the management mode, the grants, over 5 years of a total funding a way. Since 1986, university funding organizations to start in the for appropriate teaching and scientific research fund allocation of separate ways. Generally speaking, the teaching of the standard of the main basis for school recruit students number, scientific research funding is the main basis of the standard number of faculty. Thus, will recruit students and school funding quota established a link between funding. On this basis, the British university foundation committee in 1990 1991 years of recruit students into the bidding system, will recruit students number distribution of university, through the various universities for tender way to decide, by the use of the base and development and core plus limit funding methods, in order to strengthen the competition between colleges and universities in enrollment.(3) university fees in implementation of the systemCollege students should pay about certain expenses, Britain have been discussed, but due to various reasons cant get the official implemented until the 1998 higher education act, the issuance of the Labour government just announced the abolition education at public expense. From 1998-1999, the government began asking each student to every school year 1000 paid tuition fee, the level of tuition fees for countries about the actual explores the education spending 1/4. 2003 issued by the higher education of the future of higher education reform, the white paper says that, since 2006, England college studen/mtk/1867.html ts read in the department each year will pay 3000 pounds highest tuition fees. 4 this is the financial difficulties for British university is concerned, the education of the students share certain cost it is kill two birds with one stone, university in expanding the recruit students number at the same time, they got a considerable funds income. The reform of the implementation of the British university student competition to further intensify.Second, the use of marketing strategies and its effectDiscrimination of the above factors, the British university matriculate growing competition. Universities in order to attract good students enter oneself for an examination the school, and to get more money to support, it went the whole nine yards. They used various kinds of strategies to promote his university, in order to attract as consumers of the attention of students. British university introduces below the usual several marketing strategy, and its effect is discussed.(a) the use of marketing strategy1. The image management and university profileUniversity students in enter oneself for an examination, if want to choose in the same university, the image of the university plays a vital/mtk/1867.html role. Therefore, since higher education internal prosp