摘要：当前，我国高等教育大众化进程明显加快，经费短缺已成为高等教育扩大和发展的主要“瓶颈”。在世界各国政府对高等教育经费投入的比率普遍呈下降趋势下，我国政府对高等教育的投入更为不足。在这样的背景下，高等教育资金来源的多元化已越来越强烈地被提到各高等院校的议程上来，其中募捐已成为各高等院校关注的重要途径。但从各高校的募捐实践看，效果不够理想，有的甚至很差，因此，学校明了各类捐赠人的捐赠行为影响因素，并规划建立有效的行销策略，募取必要的基金，对解决江苏高等教育经费不足，推动江苏高教产业的不断发展具有重要的现实意义。
本文采用文献研究与问卷调查相结合的方法，对江苏省高等教育募捐行为进行分析研究，并在此基础上进行江苏高等教育募捐策略设计。
关键词: 高校募捐 江苏募捐 募捐策略
Abstract:At present, with the significantly quicker process of higher education popularization and fund shortage being the main “bottleneck” of its expansion and development, it becomes a trend that the ratio of the investment of higher education popularization of the governments worldwide goes downward, and the investment of our government in it is more deficient in particular. Under this circumstance, diversification of sources of funding higher education has been mentioned increasingly strongly onto the agenda of all institutions of higher education, including fund-raising becoming an important way to which colleges and universities attach importance. However, as the fund-raising practice of all institutions of higher education turns out to be imperfect, with some even rather poor, institutions should recognize the impact of various donors’ donation, draw an effective marketing strategy, and raise the necessary funds, exerting important practical significance on overcoming the higher education fund shortage and stimulating the continuous development of the industry of higher education in Jiangsu province.
This paper adopts the research method of studying literature and questionnaire survey, analyzes and studies the higher education fund-raising in Jiangsu province, and designs the fund-raising strategy of Jiangsu higher education on this basis.
Key Words: higher education fund-raising, fund-raising in Jiangsu province, fund-raising strategy
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