本文通过对竞争日益激烈的产业化教育服务市场的分析,指出高校传统管理理念已不适应经济发展的要求,并试图从市场营销角度来谈高校的管理,运用现代营销管理理论指导招生、教育、就业的全过程,以期整合稀缺的高等教育资源,达到优化资源配置、提高我国高等教育服务质量和国际竞争力的目的。 By analyzing the increasingly competitive market of industrialized education services, this paper points out that the traditional management concepts in colleges and universities are not suitable for the requirements of economic development. At the same time, it tries to talk about the management of colleges and universities from the perspective of marketing and the modern marketing management theory to guide the enrollment, education, The whole process of employment, with a view to integrating scarce resources of higher education to achieve the goal of optimizing the allocation of resources and improving the service quality and international competitiveness of China’s higher education.