대학서비스마케팅의 전략적 전개에 관한 실증적 연구: 국립 "H" 대학을 중심으로

Abstract

In this study, I have considered the strategy of Service Marketing for the survival of University in the Higher Education Service Market of Korea which is sharply changing.

In particular, our higher education institutions meet the situations which can not help changing the marketing strategy for the demander from the service strategy as the supplier. It is not easy for the higher education institution to acquire the new student of University differently from the past days. That is to say, the entrance of Foreign University into the domestic market is scheduled to be legislated, together with the natural reduction of University candidates. Also, the new education center is newly set up and the wage difference from the University Graduate become reduced, and thus the age in which it is good for us not to go to the University usually has been introduced to us.

In case of the American Universities which confronted to these environments from the early times, they overcame these crises under the concept of University Marketing. That is to say, the University introduces the marketing concept and creates the new education market and then makes the new demand.

Accordingly, in this study, I recognize which University Marketing is the quick way of accomplishing the development of University, and then confirm the theory of University Marketing of the preceding study and then positively analyse the marketing method which focused on the National "H" University.

In the object of National "H" University Students, first, we examined the difference of recognition degree per each college and grade on the factors of University Marketing Mix Strategy. Secondly, the importance in the recognition of University Preference Factors was confirmed through the factory analysis. Thirdly, I positively analysed the degree which these factors have the effect upon the University Service Quality and Pride.

And, as the sufficient interchange value is given to the target market through the differential strategy, the National "H" University will be able to be out of the crisis of Higher Education Institution of Korea. Moreover, this marketing positioning will be concrete through the marketing audit and will be able to be accomplished effectively by the minute marketing strategy.

So, in this study, I would like to suggest the essential necessity of introducing the University Marketing and its application method on the premise that the University must be changed to the thoughts toward the marketing and the system for the customers in the survival competition of University Market which the University can meet soon.

Also, in this study, I have researched into the applicable possibility of University Organization based on the theoretical consideration of Non-Profit Organization Marketing as a part of Non-Profit Marketing among the marketing area. In the part of University Marketing, I suggested the introduction of University Marketing as the situation analysis around the University and as the alternative of the first problems of university, in consideration with the speciality owned by the university.

And then, in this study, I suggested the management course of University Marketing as the setting-up of marketing organization, marketing audit, market setting-up, analysis of interchange relationship and plan & control method, establishing the concrete marketing management directions and evaluating the necessity after the marketing committee is established.