Provincial high-level universities, built by different provinces, are forthgoers and leaders of regional higher education and local universities. However, on the brink of the national higher education, these universities are still backward compared with national key universities under the direct administration of the Ministry of Education. They aim to the development of regional characteristics, try to become the first-rate universities and take the responsibility of contributing to the local economy and social development. The development and plan of the provincial high level university must be combined with the feature of the province to establish a special standard for the provincial university. The change of product's supply and demand relationship promotes the marketing idea from production orientation to marketing orientation. Accordingly, the transformation to marketing management can also be applied to talents supply and demand relation of provincial high level university. There are three factors making the marketing management become inevitable: redundancy and innate dependence of extensive development, rigid social identification and particular emphasis on the value orientation of collegiate development. The concept of “brand dislocation marketing”in American top universities,“differentiated marketing”idea in local colleges of inland China and the idea of“market-driven approach”in Hong Kong postgraduate education all provide successful experience in marketing management of inland provincial high level university. Then they are supposed to play a pivotal role of human resources and make a plan for education development. The government should serve for university as a guide and bridge in “social marketing”. Meanwhile, provincial high level university should transform the old idea to the new concept of“integrated marketing”to find an appropriate development model for provincial high level universities.%省属高水平大学因省而立，是区域高等教育的先行者和地方高校的龙头；但是由于其处于国家高等教育的边缘，与国家教育部直属高校仍有所差距，这类大学以区域特色和全国一流为核心和本质，以对地方经济社会发展作出重大贡献为责任和使命。省属高水平大学的发展和规划必须要结合省属特性，确立省属高水平大学专有的标准。市场经济的产品供求关系变化推动其营销理念由生产主导型向市场营销型转变，与此相对应地，营销管理的转变思维也可应用于省属高水平大学人才产品供求关系之中。省属高水平大学的外延式发展的“积重”和先天的“依附性”；社会“刻板”认同；大学发展价值取向的侧重性这三大因素更使省属高水平大学的营销管理成为必然。美国一流大学的“品牌要错位营销”管理理念；我国内陆地方院校的“差异化营销”管理理念；我国香港地区研究生教育管理的“市场需求导向”理念都为我国内陆省属高水平大学的市场营销管理提供成功经验。我国内陆省属高水平大学应发挥人力资源的中心作用，规划教育发展；应发挥政府在高校“社会市场营销”中的导向和纽带作用；转变旧有观念，树立“综合营销”新理念，以期找到适合省属高水平大学的发展道路。
展开▼
