摘要：高等教育营销是非盈利组织营销的一个重要领域，自20世纪70年代以来逐渐成为美国、澳大利亚等国家营销学者和教育专家研究的热点。与西方国家相比，现代市场营销理论在我国的研究与应用从时间上就晚了大约半个世纪，尤其在高等教育营销理论系统的研究上还处于起步阶段，因此，正式我国的高等教育发展问题迫在眉睫，借鉴国外的成功经验对我国的发展有着重要理论意义和实践意义。23673
本文共分为五章，第一张为绪论，对研究的目的意义、研究内容与方法等进行概括。第二章对本国高等教育营销进行概述，研究本国高等教育的起源与发展。第三章和第四章分别对我国和国外的高等教育营销进行概述，通过不同的特点分析，梳理我国与国外的差距，以及及时借鉴国外的成功经验。第五章是国外高等教育营销对我国的启示，通过对我国高等教育营销开展的必要性和可行性、机遇和挑战的论证，对我国高等教育今后的发展提出借鉴意见。
综合全文，本文采用了文献分析法和比较法梳理国内外高等教育营销特征，力求对我国高等教育营销尽绵薄之力。
毕业论文关键词：高等教育 高等教育营销 启示
Chinese Higher Education Marketing Analysis
Abstract：Higher education marketing is an important field of non-profit organization marketing, since the 1970 s gradually becomes the United States, Australia and other countries marketing scholars and education experts’ research hot spot. Compared with western countries, the research and application of modern marketing theory in our country from the time is late about half a century, especially in the research on higher education marketing theory system is still in its infancy, therefore, the formal problem of our country's higher education development is imminent, draw lessons from foreign successful experience has important significance and practical significance to the development of our country.
This study is to be split into five sections, the first one is introduction, for the purpose of the research significance, research contents and methods are summarized. The second chapter to their higher education marketing overview, research its origin and development of higher education. Chapters 3 and 4, respectively, to our country and foreign higher education marketing overview, by analyzing the characteristics of different, the gap between our country and abroad, and draw lessons from foreign successful experience of in a timely manner. The fifth chapter is the enlightenment to our country higher education abroad marketing, through to our country's higher education marketing to carry out the necessity and feasibility, the opportunities and challenges, higher education of our country reference opinions for future development.
Integrated in full, this article used the literature analysis method and comparative method combing the domestic and foreign higher education marketing characteristics, makes every effort to contribute to our country higher education marketing.
Key words: higher education; marketing of higher education; inspiration
目录
一、绪论 1
（一）研究目的和意义： 1
1、研究目的 1
2、研究意义 1
（二）国内外研究现状 2
1、国内研究现状 2
2、 国外研究现状 3
（三）研究内容与方法 4
1.研究内容 4
2.研究方法 4
二．高等教育营销概述 4
（一）高等教育营销概述 4
1、营销 4
2、高等教育营销 4
（二）高等教育营销起源与发展 4 中国高等教育营销浅析+文献综述:http://www.youerw.com/jingji/lunwen_16854.html