Analyzing the Implementation Marketing Strategies of “Policy of Mainland China Students Allowed to Study in Taiwan” and Surveying the Perception of Mainland China Students in Taiwan
|Keywords:||陸生來台政策;陸生;三限六不;行銷組合;招生策略;policy of Mainland China students allowed to study in Taiwan;Chinese student;three restrictions and six noes;Marketing Mix;the strategy of recruitment|
This research aims to discuss the strategies (a Marketing Mix of 4P and 4C) used by the various institutes of higher education in Taiwan in enrolling students from Mainland China, and the perception of Chinese students at the higher education institutes in Taiwan. In order to achieve this purpose, an unstructured interview was deployed for select people in charge of recruiting Chinese students at seven different universities, and also for a total of 19 Chinese students at these universities. These interviews will compile the strategies and methods that universities use to promote the policy of Mainland China students allowed to study in Taiwan, and the feeling that Chinese students have toward institutes of higher education in Taiwan. In arranging and summarizing the information of the interview, the structure of Marketing Mix, 4P and 4C, will be applied to it. Accordingly, further understanding can be enhanced, including the differences and similarities between the ways of recruiting Chinese students by universities and the real needs of Chinese students, and also on the level the strategy of the school meets the student’s needs; this could serve as a reference for the recruitment of Chinese students and act as a guide for universities in Taiwan. The main results of this research paper are as follows: 1. The standards to enroll Chinese students in Taiwan are implemented in incremental stages, coupled with complementary measures, and guided by the principle of three restrictions and six noes. The Ministry of Education was responsible for constructing the Act and the manual of student counseling as the norm to recruit Chinese students. 2. Most universities in Taiwan do not have special teaching resources, courses and strategies about recruiting Chinese students. Instead, they recruit Chinese students with the current high-quality teaching resources, courses and resources, which most of the Chinese students are satisfied with. 3. Though most Chinese students can accept the tuition payments in Taiwan, they still have dissatisfaction toward the Tuition Standard set by universities under the standard of The Ministry of Education, and to the limitations prescribed by the government on scholarship and part-time payment. 4. At present, Chinese students’ recruitment in Taiwan is under the Joint University Programs Admissions System; however, it actually belongs to the universities themselves. This contradiction responds to the publication restrictions across Taiwan Strait, making the recruitment by universities limited and further influencing the Chinese students’ availability of information to Taiwan and the convenience of admission. 5. In view of the fact that the policy of Mainland China students allowed to study in Taiwan is at its infancy and that publication restrictions across Taiwan Strait are limited, the publicity of the recruitment among universities is neither complete nor intense. Chinese students collect information on studying in Taiwan through informal methods such as online forums and BBS. 6. Most of the students from Mainland China in Taiwan do not have problems of adaption. Therefore, the institutes of higher education in Taiwan do not actively counsel Chinese students. Only when Chinese students ask for help does the university offer assistance. 7. The successful recruitment of Chinese students in universities in Taiwan relies on the established reputation of universities, which is also the most valued key point for Chinese students in choosing the school to apply for. 8. The principle of three restrictions and six noes, and the lack of knowledge and understanding of Taiwan universities are the two main concerns for Chinese students. These concerns are the difficulties and the challenges for the institutes of higher education in Taiwan to recruit Chinese students as well.
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