國際行銷與國際學生招收策略：德國經驗之探究   免費試閱

International Marketing and International Student Recruiting Strategy: A Study of Germany

從知識經濟和國家競爭力的觀點而言，高等教育國際化是許多國家的重要議題，多數國家均以招收國際學生為首要策略，因為不論是出於獲取收益或招募人才的理由，高等教育國際化均對國家的永續發展有重大影響。因此，各國不得不借用國際行銷的理論以吸引國際人才或資源。挾其科技強國的優勢，德國向來是國際學生主要的選擇國家之一，多年來，德國以非英語系國家之姿，名列全球吸引最多國際學生的前五大地主國，但是，面對愈來愈競爭的國際學生市場，德國對於國際學生的吸引力卻有下滑的趨勢。為了強化德國在國際學生市場上的競爭力，德國相關單位與政策靈活地運用國際行銷理念與組合，輔以審慎規劃的配套措施，成功地扭轉了下滑的趨勢。本研究藉由國際行銷的策略工具（STP和7P），逐項分析德國之國際招生策略與結果。結論則從「政策擬定與執行」及「國際行銷策略工具」兩方面提供我國相關政策參考。

Due to knowledge economy and national competitiveness， internationalization of higher education is a critical issue to many countries. Of all the internationalization approaches， recruiting international students is the most significant one. It is because either revenue-generating or talent-attracting could have a deep impact on the sustainable development of a country. Thus， each country can not but borrow instrument from international marketing to survive in the globally and competitively academic arena. Germany is taken as an example to demonstrate the trend. As a country famous for its science and technology， Germany has been very successful in recruiting international students. However， with the intensification of competition for international students， Germany has been faced with the trend of decline. To compensate for its disadvantage as a non-English speaking country， Germany has to rely on higher education reform and international marketing to strengthen its attraction for foreign students. This article argues that the strategic tools of international marketing， including STP and 7Ps， adopted by Germany are quite effective and could serve as a reference for Taiwan’s relevant policy.