In order to explore the difference in the characteristics of undergraduate education service demand between public and private universities,we analyzed the demand based on the SERVPERF education service quality scale and the Kano model,constructed a structural model of education service demand,and then mined the demand characteristics in depth. The results show thatthe key ele- ments of education service quality of undergraduates in public and private universities are not completely consistent. The latter’s edu- cation service demand are more sensitive,that is,they are more consumer - conscious; Even if the key quality elements of education services are basically the same and similar universities with similar sensitivity have different internal structures; Private universities sur- pass public universities in terms of the relative specificity,relative sensitivity and freedom of charm in the demand for educational serv- ices. Universities can customize education service priority strategies according to their own demand characteristics: consolidate the must - be attributes without reducing the satisfaction of the necessary learning demand; and optimize the one - dimensionalattributes and continue to improve the learning experience; and mine the attractiveattributes to create unexpected surprises; and avoid the reverse at- tributes and indifference attributes waste energy and learning resources.