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

Abstract

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。

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.