自费来华留学生教育营销的改进策略探析

Strategies for Improving Self-funded International Students Admission in China

我国自费来华留学事业正在由粗放增长转向内涵式发展,许多以招收自费来华生为主的院校囿于以下因素发展缓慢:缺乏有效的宣传渠道、过度依赖财政补贴与奖学金、缺乏对生源市场和学生需求的关注。文章运用营销组合理论结合自费来华留学教育的现状进行了系统分析,探讨了来华留学政府机构、相关院校在营销行为中扮演的角色。提出通过加大针对自费来华生鼓励性经费补贴、优化招生审批流程、拓展招生渠道、深挖办学特色等手段提高院校的市场化营销能力,以此提高招生效能,保障我国自费来华留学事业的高质量发展。

The statue quo of studying in China is changing from extensive growth mode to productive development,meanwhile Chinese universities which mainly recruit self-funded international students are developing slowly due to the following factors:limited distribution channel,excessive reliance on financial subsidies and scholarships,slight attention of and students source and needs.With the theory of marketing mix,this paper systematically analyzes the current situation of self-funded education in China,and discusses the role of government agencies and related institutions in marketing behavior.Therefore,by increasing the incentive subsidies for universities,optimizing the enrollment approval process,expanding the enrollment channels,and further exploring universities’ competitive advantages to improve their market competitiveness and the admissions efficiency,it ensures the development of self-funded international education in high quality.