英国高等教育对外营销战略的历史演进与基本逻辑

The Historical Evolution and Basic Logic of the UK's Higher Education Overseas Marketing Strategy

高等教育对外营销是招收国际学生、塑造国际形象和提升软实力的重要途径。在国内教育经费紧缺和高等教育服务贸易竞争不断强化的背景下,英国政府在高等教育营销上采取了愈发专业的立场,其高等教育对外营销战略经历了起步探索、品牌塑造和战略发展三个阶段的历史演变。从营销取向、营销依据、政府参与、国际学生角色等要素的变化中,可以发现英国高等教育对外营销战略从创收导向到顾客价值导向、从放任自由到循证科学决策、从无序促销到强势品牌营销的演变逻辑。

Overseas marketing of higher education is an important way to recruit international students,build the international image and improve soft power.Against the background of tight domestic education funds and the increasing competition in the trade in higher educational services,the UK government has taken an increasingly professional stance on higher education marketing.Its foreign strategy for higher education has undergone three stages of historical evolution:initial exploration,brand building and strategic development.From the changes in marketing orientation,marketing basis,government participation,international student roles and other elements,we can find the evolutionary logic of British higher education's overseas marketing strategy from income-generating to customer value orientation,from laissez-faire to evidence-based and scientific decision-making,and from disorderly promotion to strong brand marketing.