美国高等教育招生市场中的营销行为

The Marketing in Recruiting Students of Colleges and Universities in U.S.A.

生源是高校生存与发展的关键，随着生源市场竞争日趋激烈，招生任务也变得更加繁重。本文分析美国高等教育招生市场的环境，描述美国高等教育营销在招生市场中的表现，并探讨它对美国高校招生所产生的影响。

Recruitment is very important for institutions of higher education. This paper analyzes the present situation of student recruitment in America， and introduces some approaches to recruit students under market mechanism， as well as its affection on American higher education. Based on the examination and analysis of the American recruitment market， it tries to provide some useful references for Chinese institutions in recruiting students.