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篇名 领先服务 ─ 西安欧亚学院案例研究
並列篇名 Head Start Service ─ A Case Study of Xi’an Euroasia University
作者 王保华
中文摘要 民办高校如何在强手如林的公立大学之间求得生存,如何在众多的民办高等学校之间求得发展,是社会各界关注的热点话题。西安欧亚学院是民办高等学校” 西案模式”的代表之一,是民办高等学校自主创新的一个典型。其成功之处在于,它有效地运用了营销理论,提供了一种优于一般公立高等学校的”领先服务”。为此,他们实施了一系列战术,克服了不利的制度和政策环境,并及时地实现了战略转移。民办高等学校的发展决定于政府、高校领导和高校自身。
英文摘要 How can a non─government higher education institution(HEI)survive the competition with a forest of strong public HEIs and with a large number of other non─government HEIs?This is an important topic worthy of reflection. This article is a case study of Xi’ an Euroasia University, a key representative of the “Xi’an Model” of non─government HEI. Xi’an Euroasia is a successful story of indigenous innovation. By effective employment of marketing theories, it distinguishes itself with “head start” services that are better than general public HEIs. Its success lies in a progress against unfavourable policy environment by using a series of tactics and timely strategic transfer. The development of non─government HEIs is determined by government, institutional leadership and the institution itself.
頁次 76-83
關鍵詞 民办高校 case study competition strategy head start service marketing theory non─government HEI 案例研究 竞争策略 领先服务 营销理论 CSSCI
卷期 28:5
日期 200710
刊名 清華大學教育研究
出版單位 中國清華大學