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引用次数: 0
摘要
每个公司都必须在两条道路之间做出选择:要么在现有行业中不断成长并成为领导者，要么面临挑战并在现有市场中消失。成功的公司更注重他们的营销策略和活动。对于大学来说，分析和确定目标市场、目标群体、目标群体的要求以及与他们沟通的最佳方式是非常重要的(Omboi和Mutali, 2011, p. 176)。他们必须考虑自己的品牌资产，以及如何在当地和国际市场上加强品牌资产(Royo-Vela和h nermund, 2016年，第160页)。本文有两个目的:探索高等教育营销的文献综述，并确定传统营销和数字营销在高等教育领域的作用。文章最后提出了建议和结论。
MARKETING IN HIGHER EDUCATION INSTITUTIONS: TRADITIONAL AND DIGITAL MARKETING
Every company has to choose between two paths: continuously growing and being a leader in the existing industry, or facing challenges and disappearing in the existing market. Successful companies pay more attention to their marketing strategies and activities. It is very important for universities to analyze and determine the target market, the group of aims, the requirements of the target group, and the best way to communicate with them (Omboi and Mutali, 2011, p. 176). They have to think about their brand equity and how to strengthen it in the local and international markets (Royo-Vela and Hünermund, 2016, p. 160). This paper has two objectives: to explore a literature review on Higher Education Marketing and to identify the roles of traditional and digital marketing in the area of Higher Education. The paper ends with recommendations and a conclusion.
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