教育市场分析及其营销策略探究
摘要
伴随中国社会主义市场经济的建立和逐渐完善特别是WTO的加入，中国的教育市场和教育环境也在发生重大的变革。
面对教育改革的深化，国外教育机构对中国教育市场的冲击，以及被教育对象选择教育机构的多元化，在日趋激烈的教育市场的竞争中，如何吸引优秀生源、培养出受社会欢迎的学生，建设一批有特设的、有竞争力的学校已成为中国教育市场发展的重要课题。
市场营销，作为一种“识别顾客的需要和欲望，确定组织所能提供最佳服务的目标市场，并且设计适当的产品、服务和项目以满足这些市场的需求”组织职能，成为现代组织经营中一个重要的管理手段。自20世纪90年代初以来，西方一些国家就开始对教育市场营销进行了较为全面、系统的理论研究。而在我国，教育市场营销观念的落后和市场营销手段的缺乏是当前教育特别突出的问题。
本论文借鉴企业市场营销管理理论和西方国家教育市场营销管理经验，把市场营销的观念和手段引入教育市场，首先综述了市场营销理念和教育市场营销理念及其核心概念，如教育需求、教育供给、教育产品和教育市场等。然后，提出了规划教育市场营销战略的四个主要步骤，即分析教育市场、教育市场的细分和选择、教育市场的定位和教育市场营销策略制定。最后，在此基础上，结合中国教育的现状和特点，提出现时较为能够在中国学校中使用的两种主要的教育市场营销策略：产品策略和沟通策略，并分别详细分析和探讨了这两种营销策略的种类、制定步骤和实施方法。以求为学校在激烈的市场竞争中谋求生存和发展，提供理论指导和实践操作方法。
With the establishment and gradual improvement of China's socialistic market economy, especially being a member of WTO, the educational market and environment in China are taking great place.
In the more and more competitive educational market, an important issue is how to establish a set of schools which have their own characteristics and competition by attracting excellent students and educating them according to the social needs while facing the deepening of the educational innovation, the impact of the foreign educational institutions on Chinese educational market and the diversity of the way which the educated choose the educational institutions.
As an organizational function, marketing is an important management tool which defines the customers' needs and wants and the best target market which institution can service, and develops appropriate products, service and program to meet the needs of these markets. Since 1990s, some western countries have been wholly and systematically studying the educational market. However, in our country, the lag of the educational marketing ideas and the wants of the marketing tools are the salient issues facing to the present education.
In order to provide theoretical guide and practical methods for the schools to help them survive and develop in the violent educational market competition, this discourse draws lessons from the enterprise marketing theories and the experience of the educational marketing in the western countries, and applies the marketing ideas and tools to the educational market. It includes these contents as following. First, to introduce the concept of the marketing and the educational marketing, and some key concepts relevant to the educational marketing such as educational needs, educational offerings, educational products and educational market. Second, to present four main steps of planning educational marketing strategies, that is, to analyze, segment, position educational market and develop the educational marketmg strategies. Finally, on the base of the expatiation above, to suggest two important educational marketing tools which confirm to the reality and character of Chinese education and can be applied in the sc
hools at present: designing educational programs and communicating with markets, and to respectively and fully analyze and study the kinds, developing steps and implementing methods of these two marketing tools.
面对教育改革的深化，国外教育机构对中国教育市场的冲击，以及被教育对象选择教育机构的多元化，在日趋激烈的教育市场的竞争中，如何吸引优秀生源、培养出受社会欢迎的学生，建设一批有特设的、有竞争力的学校已成为中国教育市场发展的重要课题。
市场营销，作为一种“识别顾客的需要和欲望，确定组织所能提供最佳服务的目标市场，并且设计适当的产品、服务和项目以满足这些市场的需求”组织职能，成为现代组织经营中一个重要的管理手段。自20世纪90年代初以来，西方一些国家就开始对教育市场营销进行了较为全面、系统的理论研究。而在我国，教育市场营销观念的落后和市场营销手段的缺乏是当前教育特别突出的问题。
本论文借鉴企业市场营销管理理论和西方国家教育市场营销管理经验，把市场营销的观念和手段引入教育市场，首先综述了市场营销理念和教育市场营销理念及其核心概念，如教育需求、教育供给、教育产品和教育市场等。然后，提出了规划教育市场营销战略的四个主要步骤，即分析教育市场、教育市场的细分和选择、教育市场的定位和教育市场营销策略制定。最后，在此基础上，结合中国教育的现状和特点，提出现时较为能够在中国学校中使用的两种主要的教育市场营销策略：产品策略和沟通策略，并分别详细分析和探讨了这两种营销策略的种类、制定步骤和实施方法。以求为学校在激烈的市场竞争中谋求生存和发展，提供理论指导和实践操作方法。
With the establishment and gradual improvement of China's socialistic market economy, especially being a member of WTO, the educational market and environment in China are taking great place.
In the more and more competitive educational market, an important issue is how to establish a set of schools which have their own characteristics and competition by attracting excellent students and educating them according to the social needs while facing the deepening of the educational innovation, the impact of the foreign educational institutions on Chinese educational market and the diversity of the way which the educated choose the educational institutions.
As an organizational function, marketing is an important management tool which defines the customers' needs and wants and the best target market which institution can service, and develops appropriate products, service and program to meet the needs of these markets. Since 1990s, some western countries have been wholly and systematically studying the educational market. However, in our country, the lag of the educational marketing ideas and the wants of the marketing tools are the salient issues facing to the present education.
In order to provide theoretical guide and practical methods for the schools to help them survive and develop in the violent educational market competition, this discourse draws lessons from the enterprise marketing theories and the experience of the educational marketing in the western countries, and applies the marketing ideas and tools to the educational market. It includes these contents as following. First, to introduce the concept of the marketing and the educational marketing, and some key concepts relevant to the educational marketing such as educational needs, educational offerings, educational products and educational market. Second, to present four main steps of planning educational marketing strategies, that is, to analyze, segment, position educational market and develop the educational marketmg strategies. Finally, on the base of the expatiation above, to suggest two important educational marketing tools which confirm to the reality and character of Chinese education and can be applied in the sc
hools at present: designing educational programs and communicating with markets, and to respectively and fully analyze and study the kinds, developing steps and implementing methods of these two marketing tools.
引文
1．[美]菲利普·科特勒、加里·阿姆斯特朗[著]，俞利军[译]：《市场营销》，华夏出版社，2003年1月第1版。
2．[英]杰夫·惠迪、萨莉·鲍尔、大卫·哈尔平[著]，马忠虎[译]：《教育中的放权与择校：学校、政府和市场》，教育科学出版社，2003年1月第1版。
3．[英]Gerry Johnson，Kevan Scholes：《公司战略教程》，华夏出版社，1998年4月第1版
4．劳凯声：《变革社会中的教育权与受教育权：教育法学基本问题研究》，教育科学出版社，2003年1月第1版。
5．罗锐韧：《哈佛管理全集》，企业管理出版社，1999年12月第1版。
6．唐海滨：《企业生命论》，中国财政经济出版社，1993年8月第1版。
7．[美]威廉·G·坎宁安，保尔·A·科尔代罗[著]，赵中建[主译]：《教育管理：基于问题的方法》，江苏教育出版社，2002年12月第1版。
8．杨保军：《影响世界的100个营销寓言》，广东经济出版社，2003年9月第1版。
9．[美]约翰·E·丘伯、泰力·M·默[著] 蒋蘅等[译]：《政治、市场和学校》，教育科学出版社，2003年1月第1版。
10．张铁明：《教育产业论》，广东高等教育出版社，1998年9月第1版。
11．郑燕祥[著] 陈国萍[译]：《学校效能与校本管理：一种发展的机制》，上海教育出版社，2002年12月第1版。
12．范军：《营造高等职业院校的市场营销理念》，《辽宁高职学报》，2001年第6期。
13．何慕、蒋云飞：《营销技巧——决胜终端》，http://manage. org.cn。
14．何仲坚：《高等教育产业市场营销组合战略分析与选择》，《华东交通大学学报》，2002年第2期。
15．胡瑞文：《教育市场的利用与规范》，http://www. qsjournal. com. cn。
16．季昌寿、陈坚：《树立市场营销观念促进职教发展——中专生就业难原因分析及对策》，《教育导刊》，2002年第9期。
17．蒋国华：《西方教育市场化：理论、政策与实践》，http://www. edu. cn。
18．厉以宁：《关于教育产品的性质和对教育的经营》，《全球教育展望》，2001年第9期。
19．余泰魁、赖正能：《e世纪非营利组织网络行销策略》，http://www. itis. org. tw。
20．许云昭：《中国开放教育市场面临的挑战和对策》，http://www. edu. cn。
21．张明辉：《知识经济与学校经营》，http://www. nioerar. edu. tw: 82。
22．张明辉：《知识经济时代的学校经营理念》，http://www. cycu. edu. tw。
23．赵霖平、范克危：《试论继续教育的市场营销》，《继续教育》，2001年第3期。
24．郑广华、徐德力：《论我过高校的市场营销管理》，《焦作工学院学报》(社会科学版)，2001年第1期。
25．邹强进：《中国高等教育市场营销战略初探》，http://www.nesdu.net。
1. Barnes, B. (1993) Practical Marketing for School. Oxford: Blackwell.
2. Davies, B and Ellison, L. (1991) Marketing the Secondary School. Harlow: Longman.
3. Marland, M. and Rogers, R. (1991) Marketing the Schools. Oxford: Heinemann Educational.
4. Gerstner, Louis V., Semerad, Rojer D., Doyle, Denis P. and Johnston, William B. (1997) Reinventing Education: Enterpreneurship In America's Public School. Penguin Books Ltd, Registered Offices: Harmond-Sworth, Middlesex, England.
5. George C. Dehne. The Future of Promotional Marketing in Higher Education. http://www.dehne.com/news research/research future marketing.html.
6. Holcomb, John H. (1993) Educational Marketing: A Business Approach To School-Community Relation. Lanham, MD: University Press Of America.
7. Kotler, P. and Fox, Karen F. A. (1995) Strategic Marketing For Educational Institution. PRENTICE-HALL, Inc., Englewood Cliffs, New Jersey 07632.
8. Kotler, P, & Andreasen, A. R. (1997) Strategic marketing for non-profit organization. Englewood Cilffs, N J : Prentice-Hall.
9. Michael E. Cafferky. Let Your Customer Do Talking: Making Word-of-Mouth Advertising Work for Your School. Adventist Education, March. 2000.
10. Oscar T. McKnight, Ronald Paugh .The Unification of Marketing and Assessment in Higher Education: A Model. http://www.sbaer.uca.edu/Research/1998/MMA/98mma080.html.
11. Peter Oettli. The Marketing of Higher Education in New Zealand and Australia. http://www.auc.dk/iaup/Schap2.htm.
12. Preedy, M., Glatter, Ron and Levacic, R. (1997) Educational Management: Strategy Quality And Resources. Buckingham, Philadelphia: Open University Press.
13. Stott, K. and Parr, H. (1991) Marketing your School. Sevenoaks: Hodder and Stoughton.
14. Quelch, John A., Dolan, Robert J. and Kosnik, Thomas J. (1993) Marketing Management: Text and Cases. RICHARD D. IRWIN, INC.
15. W. Michael Hendricks. Centralized Marketing Functions in Higher Education: An Examination of Two Models. http://www.newfoundations.com/OrgTheory/Hendricks721.html.
16. Marketing: Responsing to Chang in Changing Environment. Adventist Education, March. 2000.
17. Twelve Schools of Marketing and their Application to Adult and Higher Education. http://www.oltraining.com/aaace/aaaceTalkingPaper.doc.
2．[英]杰夫·惠迪、萨莉·鲍尔、大卫·哈尔平[著]，马忠虎[译]：《教育中的放权与择校：学校、政府和市场》，教育科学出版社，2003年1月第1版。
3．[英]Gerry Johnson，Kevan Scholes：《公司战略教程》，华夏出版社，1998年4月第1版
4．劳凯声：《变革社会中的教育权与受教育权：教育法学基本问题研究》，教育科学出版社，2003年1月第1版。
5．罗锐韧：《哈佛管理全集》，企业管理出版社，1999年12月第1版。
6．唐海滨：《企业生命论》，中国财政经济出版社，1993年8月第1版。
7．[美]威廉·G·坎宁安，保尔·A·科尔代罗[著]，赵中建[主译]：《教育管理：基于问题的方法》，江苏教育出版社，2002年12月第1版。
8．杨保军：《影响世界的100个营销寓言》，广东经济出版社，2003年9月第1版。
9．[美]约翰·E·丘伯、泰力·M·默[著] 蒋蘅等[译]：《政治、市场和学校》，教育科学出版社，2003年1月第1版。
10．张铁明：《教育产业论》，广东高等教育出版社，1998年9月第1版。
11．郑燕祥[著] 陈国萍[译]：《学校效能与校本管理：一种发展的机制》，上海教育出版社，2002年12月第1版。
12．范军：《营造高等职业院校的市场营销理念》，《辽宁高职学报》，2001年第6期。
13．何慕、蒋云飞：《营销技巧——决胜终端》，http://manage. org.cn。
14．何仲坚：《高等教育产业市场营销组合战略分析与选择》，《华东交通大学学报》，2002年第2期。
15．胡瑞文：《教育市场的利用与规范》，http://www. qsjournal. com. cn。
16．季昌寿、陈坚：《树立市场营销观念促进职教发展——中专生就业难原因分析及对策》，《教育导刊》，2002年第9期。
17．蒋国华：《西方教育市场化：理论、政策与实践》，http://www. edu. cn。
18．厉以宁：《关于教育产品的性质和对教育的经营》，《全球教育展望》，2001年第9期。
19．余泰魁、赖正能：《e世纪非营利组织网络行销策略》，http://www. itis. org. tw。
20．许云昭：《中国开放教育市场面临的挑战和对策》，http://www. edu. cn。
21．张明辉：《知识经济与学校经营》，http://www. nioerar. edu. tw: 82。
22．张明辉：《知识经济时代的学校经营理念》，http://www. cycu. edu. tw。
23．赵霖平、范克危：《试论继续教育的市场营销》，《继续教育》，2001年第3期。
24．郑广华、徐德力：《论我过高校的市场营销管理》，《焦作工学院学报》(社会科学版)，2001年第1期。
25．邹强进：《中国高等教育市场营销战略初探》，http://www.nesdu.net。
1. Barnes, B. (1993) Practical Marketing for School. Oxford: Blackwell.
2. Davies, B and Ellison, L. (1991) Marketing the Secondary School. Harlow: Longman.
3. Marland, M. and Rogers, R. (1991) Marketing the Schools. Oxford: Heinemann Educational.
4. Gerstner, Louis V., Semerad, Rojer D., Doyle, Denis P. and Johnston, William B. (1997) Reinventing Education: Enterpreneurship In America's Public School. Penguin Books Ltd, Registered Offices: Harmond-Sworth, Middlesex, England.
5. George C. Dehne. The Future of Promotional Marketing in Higher Education. http://www.dehne.com/news research/research future marketing.html.
6. Holcomb, John H. (1993) Educational Marketing: A Business Approach To School-Community Relation. Lanham, MD: University Press Of America.
7. Kotler, P. and Fox, Karen F. A. (1995) Strategic Marketing For Educational Institution. PRENTICE-HALL, Inc., Englewood Cliffs, New Jersey 07632.
8. Kotler, P, & Andreasen, A. R. (1997) Strategic marketing for non-profit organization. Englewood Cilffs, N J : Prentice-Hall.
9. Michael E. Cafferky. Let Your Customer Do Talking: Making Word-of-Mouth Advertising Work for Your School. Adventist Education, March. 2000.
10. Oscar T. McKnight, Ronald Paugh .The Unification of Marketing and Assessment in Higher Education: A Model. http://www.sbaer.uca.edu/Research/1998/MMA/98mma080.html.
11. Peter Oettli. The Marketing of Higher Education in New Zealand and Australia. http://www.auc.dk/iaup/Schap2.htm.
12. Preedy, M., Glatter, Ron and Levacic, R. (1997) Educational Management: Strategy Quality And Resources. Buckingham, Philadelphia: Open University Press.
13. Stott, K. and Parr, H. (1991) Marketing your School. Sevenoaks: Hodder and Stoughton.
14. Quelch, John A., Dolan, Robert J. and Kosnik, Thomas J. (1993) Marketing Management: Text and Cases. RICHARD D. IRWIN, INC.
15. W. Michael Hendricks. Centralized Marketing Functions in Higher Education: An Examination of Two Models. http://www.newfoundations.com/OrgTheory/Hendricks721.html.
16. Marketing: Responsing to Chang in Changing Environment. Adventist Education, March. 2000.
17. Twelve Schools of Marketing and their Application to Adult and Higher Education. http://www.oltraining.com/aaace/aaaceTalkingPaper.doc.
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