CAJ | 학술논문

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“品牌一错位营销”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。
성속고수평대학인성이립，시구역고등교육적선행자화지방고교적룡두;단시유우기처우국가고등교육적변연，여국가교육부직속고교잉유소차거，저류대학이구역특색화전국일류위핵심화본질，이대지방경제사회발전작출중대공헌위책임화사명。성속고수평대학적발전화규화필수요결합성속특성，학립성속고수평대학전유적표준。시장경제적산품공구관계변화추동기영소이념유생산주도형향시장영소형전변，여차상대응지，영소관리적전변사유야가응용우성속고수평대학인재산품공구관계지중。성속고수평대학적외연식발전적“적중”화선천적“의부성”;사회“각판”인동;대학발전개치취향적측중성저삼대인소경사성속고수평대학적영소관리성위필연。미국일류대학적“품패일착위영소”관리이념;아국내륙지방원교적“차이화영소”관리이념;아국향항지구연구생교육관리적“시장수구도향”이념도위아국내륙성속고수평대학적시장영소관리제공성공경험。아국내륙성속고수평대학응발휘인력자원적중심작용，규화교육발전;응발휘정부재고교“사회시장영소”중적도향화뉴대작용;전변구유관념，수립“종합영소”신이념，이기조도괄합성속고수평대학적발전도로。
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.