民办高校招生何以困？——知识市场视角的审视与纾解之道

Why Do Private Universities Struggle with Enrollment?—A Diagnosis and Pathways from the Knowledge Market Perspective

摘要: 在知识经济时代，高等教育作为知识生产与传播的核心载体，其市场竞争日益激烈。民办高校作为我国高等教育体系的重要组成部分，近年来面临严峻的招生困境，主要表现为生源数量不断缩减、生源质量持续下滑、报到率低等问题。本文基于知识市场理论，将民办高校的招生过程视为知识产品的供需匹配过程，分析民办高校招生困境的成因，包括知识产品供需失衡、信息不对称、竞争策略失效等，并从完善专业结构、提升知识产品质量、优化信息传递机制、强化市场细分策略、构建协同创新生态等维度提出对策，以期为破解民办高校招生困境提供理论参考与实践路径，实现民办高校的可持续发展。

Abstract: In the era of knowledge economy, higher education, as the core carrier of knowledge production and dissemination, is facing increasingly fierce market competition. Private colleges and universities, as an important part of China’s higher education system, have encountered severe enrollment difficulties in recent years, mainly manifested in the continuous reduction of the number of students, the continuous decline in the quality of students, and the low enrollment rate. Based on the theory of knowledge market, this paper regards the enrollment process of private colleges and universities as the matching process of supply and demand of knowledge products, analyzes the causes of the enrollment difficulties of private colleges and universities, including the imbalance of supply and demand of knowledge products, information asymmetry, and the failure of competitive strategies, and proposes countermeasures from the dimensions of improving the professional structure, enhancing the quality of knowledge products, optimizing the information transmission mechanism, strengthening market segmentation strategies, and building a collaborative innovation ecosystem, in order to provide theoretical references and practical paths for solving the enrollment difficulties of private colleges and universities and achieving their sustainable development.