我國大學招收外國學生政策與策略之研究─以教育行銷策略理論分析

Recruitment Policies and Strategies of Foreign Students in Higher Education of Taiwan via the Analysis of Educational Marketing Theories

陳靜嬋(CHING-CHAN CHEN)

指導教授 ： 楊思偉教授

國立臺灣師範大學/教育學院/教育學系/博士(2009年)

摘要

本研究旨在整合策略性行銷規劃理論、服務業行銷理論、行銷4P（產品、價格、通路、推廣）與行銷4C（顧客、成本、溝通、便利）的觀點，以建構探討公私立大學招收外國學生策略之研究架構─各校招生之環境分析、招生策略規劃及擬定行銷組合策略三階段。其中包括探究22所大學校院是否因不同學校類別及外國學生人數的多寡，而使其在招收外國學生策略上有明顯的差異。同時，針對5所大學，個案研究該校文獻資料、學校行政主管與外國學生訪談資料之符應程度，提供各校未來招收外國學生策略方針之參考。

本研究方法以文獻分析22所大學校院，並訪談北部地區5所公私立大學國際事務單位行政主管，及其各5位外國學生(包括大學生、研究生、交換生和華語生四類學生)。同時，問卷調查也應用於訪談25位外國學生。
本研究所獲致之主要結果如下：

一、世界主要國家的教育、學費、簽證、移民等政策產生互相推拉的力量，
影響全球外國學生的流動。
二、我國政府調整量化績效目標政策，未來朝質量兼具政策發展。
三、公立大學以碩士學位生，私立大學以大學學位生為目標市場。
四、各大學校院以外國學生類別和能力為市場區隔變數。
五、各校行銷通路以網路下載表格後郵寄申請、姊妹校交流、招生教育展為
主，並達便利需求。
六、各校行銷推廣策略以學術交流、體驗與口碑為主，媒體為輔。
七、優良師資、教學品質、獎學金、學習環境符合外國學生需求。
八、英語授課、華語課程、課業輔導、英語介面選課資訊，未達外國學生需
求。
九、來台就學成本效益高，但學校工讀機會未達外國學生需求。
十、網路招生資訊達外國學生溝通需求，國外宣傳、校園英語介面即時資訊
則未達其溝通需求。
十一、親師友的建議與親身體驗，最能影響外國學生就學意願。
十二、五所個案學校外國學生滿意度與忠誠度高。

根據上述結果，提出相關建議，俾供政府與各大學校院之參考。

關鍵字

高等教育 ； 國際化 ； 教育行銷 ； 外國學生 ； 國際學生 ； 招生策略

並列摘要

The main purpose of this study was an attempt to integrate the theories of strategic marketing for educational institutions, services marketing, marketing 4P and 4C to construct a research model of recruitment strategies of foreign students in universities of Taiwan. It was the way to explore government’s policies and universities’ recruitment strategies in the steps of environmental scanning, marketing strategy, and marketing mix.

The research was based on document analysis of 22 universities, personal interviews with 5 universities’ deans of offices of international affairs and in each of the universities 5 foreign students of undergraduate, graduate, exchange and mandarin. Besides, the questionnaire survey was applied in interviewing the foreign students. The conclusions has been reached as follows:

1. The policies of education, tuition, visa and immigration
in the major countries have the phenomena of push and
pull. In consequence, it influenced the flow of
international students.
2. The government’s recruitment policy was adjusted from
the goal with the quantification effect to be the goal
with both of the quality and the quantification effects.
3. The target market of public universities is foreign
graduate students, while that of private universities is
foreign undergraduate students.
4. Each universities treats foreign students’ categories
and abilities as the variables of marketing segmentation.
5. The main recruitment marketing places in universities are
through the websites of universities, international
cooperation and interchange, and education fairs which
meet foreign students’ need of convenience.
6. The main promotion strategies in universities are via
academic exchange, providing students good experience and
public praise, while media advertisement is secondary.
7. High quality in instruction and teachers, scholarship,
and learning environment meet the needs of foreign
students.
8. Teaching in English, mandarin courses, assistance in
academic work, and courses election online system in
Englisn do not meet the needs of foreign students.
9. The cost benefit of studying in Taiwan is considered
high, but part-time employment opportunities do not meet
the needs of foreign students.
10. The recruitment information in the websites of
universities meets the need of foreign students, but
the overseas promotion and the internet service of
campus information in English do not meet the needs of
foreign students.
11. The suggestions of relatives, teachers and friends, and
personal experiences have made the most influences in
foreign students’ studying willingness.
12. The customer satisfaction and brand loyalty are very
high for foreign students in 5 case universities.

Based on the aforementioned results, suggestions for Taiwan government, universities and future studies have been proposed.

並列關鍵字

higher education ； internationalization ； educational marketing ； foreign students ； international students ； recruitment strategies

參考文獻

techniques in higher education: A case study

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羅婉綺（2006）。臺灣地區大學生選擇校系因素之分析。暨南國際大學教育

尤忠民（2006）。真理大學麻豆校區教育行銷策略之研究。長榮大學/經營

教育部（2004，10月）。擴大招收外國學生計畫。教育部電子報，77。