Study On The Marketing Strategy Of Expanding Overseas Students For JN University

The environment for China's higher educational institutions is undergoing many significant changes.This is due to the emerging era of the so-called knowledge economy and/or information age combined with the ever increasing presence of a fully integrated global economy.The market structure within China's system for higher education is progressing from one characterized as a sellers' market to one that is characterized as a buyers' market.The community colleges and universities of our country are also confronting deep-seated and multi-angle competition on an international scale.This has come about by the gradual opening of the Chinese higher education market to foreign institutions.As "the number one university for overseas Chinese students," Jinan University(JNU) has always adhered to the policy of educating students from abroad;primarily Hong Kong,Macau and Taiwan.To be both an overseas Chinese school and a famous school is the main topic in JNU's development strategies.However,in order to achieve and maintain the goal of being the best,among both domestic and international universities that are dedicated to top research projects,JNU must face continuing fierce competition from universities within China and abroad. The key to this long-term competition is recruitment and retention of excellent students in large numbers from abroad.This escalating competition for excellent foreign students is the focus of this paper.It discusses the ecological environments of JNU's targeted overseas students and detailed ways to expand their successful recruitment.In addition,the application of underlying theories for non-profit organizations and the marketing of their services are highlighted.As a consequence,this research is dedicated to the improvement of JNU's competitive efforts in the field of recruiting top foreign students.To this end,JNU can further exploit the market for superior foreign students and it can attract more foreign students which will contribute to a better and broader dissemination of Chinese traditional cultures.Through research and analysis,this paper draws the following important conclusions:For the goal of recruiting more excellent students from abroad,JNU must establish a student-oriented marketing concept.JNU must positively explore and exploit recruitment markets of foreign students.JNU must unequivocally communicate its distinctive features and it must develop serial marketing tactics for overseas education.JNU must take an active part in its internal marketing and in its enlisting of excellent human resources from various fields in science and education.Finally,sustainable and effective intemal marketing is the prerequisite for the success of external marketing in the hope of expanding the recruitment of more excellent foreign students to JN University.