基于OLI范式理论的高等教育跨境分校竞争策略探析

Analysis of the Competitive Strategies of Branch Campuses in Higher Education Based on OLI Paradigm Theory

跨境分校作为一种离岸办学机构,由于可以方便跨境高等教育的消费者在不出国门的情况下,就能够享有高品质且价格相对低廉的教育服务并获取国外大学的学位,因而在世界范围内拥有广阔的市场。输出国和输入国"推拉"作用和高等教育机构自身规模扩张和国际化发展的需要,也促使越来越多的高等教育机构开始拓展海外市场,在境外开设分校。然而,在激烈的国际市场竞争中,跨境分校应该具备怎样的竞争优势,应该采取何种竞争策略才能够在海外市场立足并实现成功发展,这是建立跨境分校须考虑的关键问题。笔者通过对经济领域OLI范式理论的借鉴,对于跨境分校的竞争优势的构成要素和跨境分校的竞争策略进行全方位的分析,进而对我国高校建立海外分校并实现其成功发展提出建议。

As offshore cross-border higher educational institutions,branch campuses can facilitate the consumers in the target market to enjoy high quality and relatively inexpensive educational services and obtain degrees of foreign universities without going abroad,and thus has won a worldwide welcome.＂Push-pull＂effect of both the exporting and the importing countries and the need to expand the scale as well as to reach an international reputation of the cross-border higher educational institutions both have driven an increasing number of higher educational institutions to begin to expand overseas markets,opening campuses abroad.However,in the fierce competition of the international market,what competitive advantages should the branch campuses have and what competitive strategy should they take to stand firmly and develop successively in overseas markets,these are the key issues to be considered when establishing a new branch campus.Based on OLI paradigm theory in the economic field,the constituent elements of the competitive advantages of the branch campuses and the competitive strategies are analyzed,and proposed suggests are raised for our colleges and universities to establish campuses overseas and to achieve successful development.