Relationship Marketing for International Student Recruitment in Taiwan’s Higher Education

• Main Authors: Shang-Wen Hsiao, 蕭尚文
• Other Authors: Charles S. Chien
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/16401307318421103331

碩士 === 逢甲大學 === 公共政策所 === 95 === 　　Because of the Population ageing, every university in Taiwan should recruit international students. The traditional marketing would not satisfy with any university. This research use Relationship Marketing theoretics. It is through dividing floor sampling with international students studying in Taiwan. The questionnaires mail to 26 universities which have Chinese language center. And the research gains: ’ intercontinental’ and ‘an overseas Chinese citizen of Chinese origin/or not’; ‘age level’ and ‘key influence of person-“parent”, “company” ''; '' an overseas Chinese citizen of Chinese origin/or not’ and ‘key influence of person-“parent”, “friend”’; ‘age level’ and ‘key influence of person-“relative”, “teacher”, “religion”’ are correlation. The ‘nationality’, ‘studying in the school’, ‘living in the area in own country’, ‘living in the city in Taiwan’ are correlation. ‘Visited Taiwan’ and ‘visited China’ before studying in Taiwan are correlation. 　　Likert scale questions coefficient correlation gain: ‘a sense of belonging to this university’, ‘the image is good’, ‘the reputation is good’, ‘this university is well known’, ‘recommend this university to relatives or friends’, ‘feel of being part of a big family’, ‘to keep up a good relationship with this university’, ‘to join and to become a member of the alumni association’, ‘would like to offer your help when this university visits to your country’ are correlation. 　　URLeP model of relationship marketing (RM) analysis gains: Asian will still be the largest market to Taiwan; and Oceania is a new market to Taiwan. The students who filled in higher legitimacy value will choose the northern area university or the national university to study in. The universities in the middle part of Taiwan or private universities are doing RM better than other areas or national universities. Universities can add utility events of Taiwan in their recruitment advertisement, and the government should budget to construct the multi-language to mend the deficiency of every university.