市场化运作是企业以市场为导向获取资源、配置资源，遵循市场经济规律， 使企业效益达到最大化的一种运作方式。民办高校是特殊的非盈利组织，为社会 提供教育服务，增加民众接受高等教育的机会。我国民办高校因办学资源不足而 影响其发展，如何借鉴企业市场化运作经验，提升民办高校自身的造血功能，是 值得研究的问题。 论文通过文献查阅，系统梳理了非盈利组织相关理论、教育准公共产品理论、 教育投资收益理论及高等教育市场化的作用，寻得民办高校进行市场化运作的理 论逻辑。以数据为落脚点，通过比较研究，分析了我国民办高等教育发展现状及 发展前景，指出其发展局限。以国有民办高校A学院为例，在采集实证数据的基 础上，对其进行SWOT分析，提出问题、分析问题。 最后结合A学院实际，论文提出以市场需求为导向设置专业结构、构建适应 市场动态变化的人才培养模式、建立一支兼具理论与实践的高素质教师队伍、全 方位拓展办学资源和经费来源、完善学院治理结构、强化内部管理等六方面有针 对性的市场化运作策略，对A学院的发展具有现实指导意义，为我国民办高校市 场化运作提供借鉴。 关 键 词，高等教育市场化，民办高校，市场化运作 论文类型，应用研究浙江工业大学硕士学位论文 A 民办学院市场化运作策略研究 II RESEARCH ON MARKET-ORIENTED OPERATION STRATEGIES OF A PRIVATE COLLEGES ABSTRACT Market-oriented operation is a mode of operation for enterprises to obtain and allocate resources, follow the law of market economy, and maximize the benefits of enterprises. Private colleges and universities are special non-profit organizations, which provide education services for the society and increase the opportunities for people to receive higher education. The development of private colleges and universities in China is affected by the shortage of school-running resources. How to learn from the experience of market-oriented operation of enterprises and improve their own hematopoietic function is a problem worthy of study. Through literature review, this paper systematically combs the relevant theories of non-profit organizations, the theory of quasi-public goods in education, the theory of educational investment income and the research status of market-oriented operation of non-profit organizations at home and abroad, and finds the theoretical logic of market-oriented operation of private colleges and universities. Based on the data, through comparative study, this paper analyzes the current situation and development prospects of private higher education in China, and points out its limitations. Taking A College of state-owned private colleges as an example, SWOT analysis is made on the basis of collecting empirical data, and problems are put forward and analyzed. Finally, combined with the reality of ACollege, put forward targeted market operation strategy, which has practical significance for the development of A College, and provide reference for the market operation of private colleges in China. Finally combining the reality of A college, this paper puts forward that market demand oriented design professional structure, built to adapt to changes in market dynamics of talent training mode, setting up A combination of theory and practice of high quality teachers troop, all-round development education resources and sources of浙江工业大学硕士学位论文 A 民办学院市场化运作策略研究 III funds, that A college's school governance structure, strengthen internal management and so on six aspects targeted marketing strategy, has practical guiding significance to the development of A college, the model for private colleges marketing operation in China. KEY WORDS: Marketization of higher education; A private colleges and universities; Marketization operation TYPE OF THESIS : Application Research浙江工业大学硕士学位论文 A 民办学院市场化运作策略研究 IV 目 录 1 绪论.....................................................................................................1 1.1 研究背景........................................................................................................1 1.2 研究目的与意义............................................................................................2 1.2.1 研究目的................................................................................................2 1.2.2 研究意义................................................................................................3 1.3 研究内容与技术路线....................................................................................4 1.3.1 研究内容与思路....................................................................................4 1.3.2 研究技术路线........................................................................................4 1.4 研究方法........................................................................................................5 2 民办高校市场化运作相关研究综述 ................................................7 2.1 教育市场化的含义与特征............................................................................7 2.1.1 教育市场化的基本含义........................................................................7 2.1.2 教育市场化的主要特征........................................................................8 2.2 高等教育市场化的作用..............................................................................11 2.2.1 高等教育市场化产生的背景..............................................................11 2.2.2 市场化对促进高等教育发展的作用..................................................13 2.3 民办高校市场化运作的理论基础..............................................................17 2.3.1 非盈利组织理论..................................................................................17 2.3.2 教育准公共产品理论..........................................................................18 2.3.3 教育投资收益理论..............................................................................20 2.4 研究现状评述..............................................................................................21 3 民办高校外部环境分析 ..................................................................23 3.1 我国高等教育市场化改革的背景与发展历程..........................................23 3.2 宏观环境分析..............................................................................................24 3.2.1 政策环境..............................................................................................24 3.2.2 经济环境..............................................................................................25 3.2.3 社会环境..............................................................................................26 3.2.4 科技环境..............................................................................................26 3.3 行业环境分析..............................................................................................27 3.3.1 民办高校的办学规模不断扩大..........................................................27 3.3.2 民办高校市场化运作的机遇与挑战..................................................28浙江工业大学硕士学位论文 A 民办学院市场化运作策略研究 V 3.4 竞争环境分析..............................................................................................29 3.4.1 面临越来越激烈的同行业竞争..........................................................29 3.4.2 先发优势明显，竞争壁垒越来越强..................................................29 4 A 学院市场化运作的现状与问题分析 ..........................................31 4.1 A 学院的基本概况......................................................................................31 4.2 A 学院市场化运作的现状与成效评价......................................................32 4.2.1 基于生源的市场化需求设置招生专业..............................................32 4.2.2 初步形成多元化办学经费来源渠道..................................................33 4.2.3 大力推进产学合作，提升市场化办学质量......................................34 4.2.4 强化人才的市场化引进，提升教师队伍素质..................................35 4.2.5 扩大社会服务范围，增强学校的市场影响力..................................37 4.3 A 学院市场化运作发展存在的问题分析..................................................37 4.3