澳大利亚国际高等教育市场开发的亚洲新战略

Australia's New Asian Strategy for Developing International Higher Education Market

基于政治和经济因素的考量,澳大利亚积极调整国际高等教育战略。从目标市场营销理论来看,澳大利亚高等教育市场开发的亚洲新战略表现为:在市场细分上,澳大利亚从地理因素、教育层次和专业类型的维度出发,实施差异化的市场策略;在目标市场的选择上,澳大利亚将中国作为第一大生源市场,印度作为极具发展潜力的未来主要市场,东南亚作为战略转变过程中的平衡市场。就市场定位而言,澳大利亚努力改善教育品牌形象,以维持中国市场,塑造开放包容、学历含金量高的新形象,以挖掘印度市场潜力;增强教育援助力度,以打开东南亚市场。澳大利亚政府和高校间的利益协调、政治与经济效益间的平衡等关键变量将决定其亚洲战略的最终成效。

Based on the consideration of political and economic factors,Australia has constantly adjusted the development strategy of international higher education.Through using Target Marketing Theory,this paper analyzes the new Asian strategy developed by Australian higher education market and finds that:in terms of market segmentation,Australia implements differentiated market strategies from geographical factors,education levels and professional types.In terms of target market selection,Australia regards China as the largest student market,India as the future market with the most development potential,and Southeast Asia as the balance market in the process of market strategic transformation.In terms of market positioning,Australia strives to improve its education brand to maintain the Chinese market;creates an inclusive and highly valued education image to tap the potential of the Indian market;and increases education assistance to enhance the brand influence of higher education to expand the Southeast Asian market.Key variables such as the alignment of interests between the Australian government and universities,the balance between political and economic benefits will determine the ultimate outcome of its new Asia strategy.