高等教育服務購買風險的分析與思考

Analysis on the Risk of Buying Higher Education Services

高等院校隨著外部環境的變化，應對高教服務購買中的高風險進行分析。文章運用服務營銷管理論，論述了高等院校應採取的營銷策略，以降低學生的購買風險，提高學生的購買與消費熱情，從而提高高等院校服務質量。

With the change of the social and economic environment， higher education institutions should analyze the risk of buying higher education service. Using the theory of service marketing， this article argued that higher education institutions must adopt modern marketing strategies in order to reduce the risk of buying higher education services for students， and to raise student’s passion students to choose certain higher education institution. Finally， it will be beneficial to improve the quality of higher education service.