【作者】 周玉容；

【导师】 刘献君；

【作者基本信息】 华中科技大学 ， 教育经济与管理， 2011， 博士

【摘要】 中国大学处于一个竞争和发展的时代,这一时代机遇与挑战并存。对于我国教学型大学而言,高等教育大众化为其带来了良好的发展机遇,但同时也面临着严重的质量危机及严峻的市场竞争,其可持续发展面临巨大的挑战。如何加强高等教育质量管理,保证并提升高等教育质量,化解质量危机,赢得外部公众的信任与支持、赢得长期竞争优势,是教学型大学发展的首要问题。为此,必须向企业学习和借鉴先进的质量管理理念。质量经营作为企业最前沿的质量管理理念,正符合了高等教育质量与大学经营相结合的内在需求。教学型大学要实现可持续发展,必须引入质量经营理念。质量经营是高等教育市场发展的必然选择。大学质量经营与大学经营紧密结合,是一种开拓性的质量战略,将质量管理提升到一个新的阶段。本研究在质量管理专家朱兰博士“质量管理三部曲”的基础上,建构了大学质量经营结构模型。将质量三部曲中的质量策划、质量控制和质量改进提升和拓展为质量战略规划、质量管理以及质量创新；并根据质量经营重视市场竞争的外向型特征,将质量竞争作为质量经营必不可少的组成部分,它是质量经营在质量管理基础上的功能延伸。从而大学质量经营分为质量战略规划、质量管理、质量创新和质量竞争四个结构模块。大学质量经营的四个结构模块中,质量战略规划是起点。质量战略规划可以使大学管理者站在更高的层次上看待学校的质量,突破大学的保守性,向开拓型大学转换。质量战略规划由五个要素构成,即质量方针、质量目标、质量战略分析、质量战略重点、质量战略措施。教学型大学质量战略规划要结合自身的办学定位科学制定质量战略目标；加强教育质量信息的收集与分析；注重创新性与竞争性同时兼顾战略弹性。质量管理是质量经营的基础,实施质量经营必须以良好的内部质量管理作为基础。质量管理与质量标准不可分离,质量管理的目的是促成符合标准的质量的生成。教学型大学质量标准的制定,应当根据自身培养应用型人才的质量目标,适应市场规律和学生的需求。教学型大学的质量管理,要以顾客满意为关注焦点,以教育过程为中心,注重质量成本管理,加强质量文化建设,并借鉴企业的各种质量管理的工具、方法,结合大学自身的特点,加以运用、发展和创新。此外还要加强学校的质量管理体系建设,设计整合型质量管理体系。质量创新是质量经营的核心,是质量经营区别于质量管理的根本点。只有不断地进行质量创新,大学才能创造出卓越的质量,实现可持续发展。大学质量创新的动力来自于利益追求、竞争压力等,资源、组织和制度是大学质量创新的三大要素,同时大学质量创新也是一个搜寻、试错、学习以及市场选择的过程。教学型大学的质量创新是一个由教育产品/教育服务创新与教育质量管理创新组成的相互关联相互促进的创新体系,课程创新在这个创新体系中居于核心地位。教学型大学进行质量创新,首先,从资源角度而言,要做好关键资源的管理,主要是质量创新资金的投入、分配以及创新型人才的激励。其次,从组织角度而言,教学型大学需要将自己改变成为一个创新型组织,才能为质量创新提供组织上的支撑,有效促进质量创新的产生；第三,从市场角度而言,要依托市场进行开放式创新；第四,从体系角度而言,要构建以课程创新为核心的教学型大学质量创新体系。质量竞争是大学实现可持续发展、追求卓越的路径,大学只有以质量作为竞争的主要手段,才能获得持久的竞争优势。大学质量竞争的模式主要有质量成本模式和质量效用模式两种,大学质量竞争能带来标准效应和品牌效应两种溢出效应。教学型大学进行质量竞争,需要培养质量竞争力,质量竞争力是大学核心竞争力的重要组成部分。培养质量竞争力要从质量竞争力的孕育、形成和发挥三个方面着手进行。教学型大学还应利用质量竞争带来的品牌效应,实施品牌战略,力争成为教学型大学中的品牌大学。更多还原

【Abstract】 Chinese University is in a competition and development era that full of opportunities and challenges. For the purposes of Teaching University in China,it has the good development opportunities that Mass Higher Education has brought to it, but it is facing the serious quality crisis and the severe market competition at the sametime, and its sustainable development is aslo faced with enormous challenges. How to strengthen quality management of higher education to ensure and enhance the quality of higher education, resolve the quality crisis, win the trust and support of external public and gain long-term competitive advantage, is the primary issue for the development of Teaching University. Therefore,Teaching University must learn the advanced quality management idea from enterprise. Quality Marketing,as the forefront idea of corporate quality management, is in line with the internal demands of Higher Education Quality and University Management. To achieve sustainable development, Teaching university must introduce Quality Marketing idea.Quality Marketing is the inevitable choice for the development of higher education market. Quality Marketing,closely integrated with University Management, is a kind of pioneering quality strategy,and it brings Higher Education Quality Management up to a new stage. In this paper, the structure model of Quality Marketing of Teaching University is built based on the "Quality Management Trilogy" of Quality management expert Dr Juran. Quality Planning, Quality Control and Quality Improvement in the "Quality Management Trilogy" are enhanced and expanded to Quality Strategic Planning, Quality Management and Quality Innovation. According to the export-oriented characteristics of Quality Marketing, Quality Competition is considered as an essential part of Quality Marketing. It is an extension function of Quality Marketing on the basis of Quality Management.So Quality Marketing of Teaching University is divided into four structure modules, Quality Strategic Planning, Quality Management, Quality Innovation and Quality Competition.In the four structure module of University Quality Marketing, Quality Strategic Planning is the starting point. The Quality Strategic Planning can make the university administrators stand on a higher level view of the eduction quality, breakthrough the conservative of the university and cause the university to transform to the pioneering university. Quality strategic planning consists of five elements, namely, quality policy, quality objectives, quality strategic analysis, quality strategic focus, quality strategic measures. When Teching University make its Quality Strategic Planning,it is necessary to set its quality strategic objectives scientifically combining with its positioning, strengthen the education quality information’s collection and analysis, focus on innovative and competitive of the planning, and take into account the strategic flexibility.Quality Management is the basis of Quality Marketing, the implementation of quality management must be based on good internal quality management. Quality management and quality standards cannot be separated, the purpose of quality management is to facilitate the generation of the quality that accord with the quality standards. Teaching University’s quality standards should be applied according to their quality of talent training objectives, adapt to market rules and the needs of students. Quality Management of Teaching University should focus on the customer’s satisfaction and the education process, pay attention to the management of quality cost, strengthen the cultural construction of quality, and draw on a variety of enterprise quality management tools, methods, to the use, development and innovation, combined with the University’s own characteristics. In addition, it is also necessary to design an integrated quality management system.Quality Innovation is the core of quality management, it is the fundamental point that Quality Marketing different from Quality Management. Only by continuously carrying out quality innovation, the University can create excellent quality and achieve sustainable development. The motive force of University Quality Innovation comes from interests pursuing, competition pressure,etc., the resource, organization and system are three major key elements of University Quality Innovation, at the same time University Quality Innovation is also a search, trial and error, learning and market selection process. Quality Innovation of Teaching University is a correlation innovative system consisting of education product/service innovation and education quality management innovation, curriculum innovation is in the core position of the innovation system. Teaching university’s quality innovation, first of all, from the resource perspective, is to do a good management of key resources, mainly the quality innovation inputs, allocation of funds and the encouragement of creative talent. Second, from the organizational perspective,Teaching University need to change itself into an innovative organization, in order to provide organizational support for quality innovation and promote quality innovation effectively. Third, from the market perspective, Teaching University must depend on the market to carry on open innovation.Fourth, from the system perspective, Teaching University should build the quality innovation system of which the curriculum innovation is the core.Quality Competition is a path for university to achieving sustainable development and pursuiting excellence. Only if Quality Competition was regarded as the main competition means, could the Teaching University obtain the lasting competition advantage. University Quality Competition mainly has two patterns, cost of quality pattern and utility of quality pattern,and University Quality Competition can bring two kinds of spillover effects, standard effect and brand effect. Teaching University carries on Quality Competition needs to develop quality competence which is one of the important part of core competence of University. Training the quality competitence should take steps from breeding, forming and displaying.Moreover, Teaching University should utilize the brand effect that the quality competition brings to implement brand strategy and strive to become the brand university of all Teaching University.更多还原