The Research On M University’s International School Channel Recruitment Strategy Optimization

M University is an overseas comprehensive research university and one of the top 100 universities in the world.M University China Centre is responsible for student recruitment management in Chinese mainland,among which the international school channel is one of its key recruitment channels in recent years.With the rapid development of international schools in Chinese mainland and the deployment of many other overseas universities in the Chinese market,it is a very important task for M university to optimize its recruitment strategies in international school channels to raise both the application rate and conversion rate..This paper studies the optimization of M University’s recruitment strategies at international school channel.Through the analysis of the enrolment status of M university in Chinese mainland,especially the enrolment status from international school channels,based on the push-pull theory,the factors that affect international school students’ college choice are selected through literature research and in-depth interviews.The sample data collected through questionnaire are analysed by using Structural Equation Modelling.The Model is further verified to find the push and pull factors that significantly affect students’ willingness of college choice.The study found that the content and activity promotion that meet the needs of students is an important pulling factor for students to choose a college.The opinions of international school counsellors,employment opportunities and welfares in China after graduation,and Western cultural taste and experience are important driving factors for students to choose a college.The study also found that most international school students did not have the opportunity to communicate or interview with university admissions officers,and students believed that the opinions of college admissions officers were also an important factor driving them to choose the university.This study further provides measures and suggestions for the optimization of recruitment strategies based on these pull factors and push factors.This research has certain reference significance for overseas colleges and universities,especially those with similar market positioning as M university,how to deploy international school recruitment channels in the highly competitive Chinese market,optimize recruitment strategies,and improve all aspects from application volume to conversion rate..