领先服务 ─ 西安欧亚学院案例研究

Head Start Service ─ A Case Study of Xi’an Euroasia University

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。

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.