Head Start Service——A Case Study of Xi'an Euroasia University

How can a non-government higher education institution(HEI)survive the competition with a forest of strong public HEIs and with a large number of other non-government HEIs? This is an important topic worthy of reflection.This article is a case study of Euroasia University,a key representative of the Xi'an Model of non-government HEI.Xi'an Euroasia is a successful story of indigenous innovation.By effective employment of marketing theories,it distinguishes itself with head start services that are better than general public HEIs.Its success lies in a progress against unfavourable policy environment by using a series of tactics and timely strategic transfer.The development of non-government HEI is determined by government,institutional leadership and the institution itself.