美国高等教育管销行为的形成、发展及其影响

The History and Affection of Marketing Higher Education in U.S.A.

高等教育营销行为随着现代高等教育竞争的加剧而越来越受到相关高校和管理部门的重视。早在上世纪60年代末，美国高等教育就开始策划实施其营销战略。本文试图分析美国高等教育营销行为产生和发展的动因，概括美国高等教育营销行为发展的历程，并进一步阐述美国高等教育营销行为对其管理、招生以及服务和效益所产生的重大影响。

Today， marketing higher education has been paid more and more attention in the world. However， in America， university administrators began to take it into account as early as the end of the 1960s. This paper tries to analyze the factors that promote the marketing of higher education and introduces its development in America. The marketing of higher education in American has made a great effect on recruitment， management， communications， donations and so on.