| 篇名 |
澳大利亚海外分校招生策略研究——以莫纳什大学马来西亚分校和卧龙岗大学迪拜分校为例
|
| 並列篇名 |
Research on Student Recruitment Strategy of Australian Overseas Branch Campuses: Taking Monash University Malaysia and University of Wollongong in Dubai as Examples
|
| 作者 |
邹靖(ZOU Jing)
、王璐(WANG Lu)
|
| 中文摘要 |
随着全球海外分校数量的不断上升，竞争也日趋激烈，不少海外分校陆续关闭的主要原因之一就是没有足够的生源。招生问题目前已成为各国高校在开办海外分校过程中遇到的棘手问题。澳大利亚莫纳什大学马来西亚分校和卧龙岗大学迪拜分校的招生状况一直处于较好水平，两所分校招生策略的独到之处在于：注重对输入国的社会环境进行详细分析，在此基础上明确招生目标群体的定位；重视从小型项目入手打造学校品牌，继而扩大规模；强调通过宣传、线上线下互动、利用校友关系等方式促进营销；在招生工作中充分关注学生的用户体验与需求。
|
| 英文摘要 |
With the increasing number of overseas branch campuses in the world, the competition among them is becoming increasingly fierce. One of the main reasons for the closure of many overseas campuses is that there are not enough students. The problem of student recruitment has become a tough issue for universities in various countries in the process of establishing overseas branch campuses. Monash University Malaysia and University of Wollongong in Dubai are two established overseas branch campuses with quite long history. Their enrollment status has been relatively stable and growing steadily. The uniqueness of the enrollment strategies of the two branch campuses are that they both stress to conduct detailed analysis of the macro-social conditions of the destination countries, and on this basis having clear target groups for recruitment; both paying great attention to build their fame stating from small programs and then expanding their scale. The two branch campuses emphasize marketing through visual attraction, online and offline interaction, and alumni relationship utilization. They also pay great attention to potential students’ experience and interests in the enrollment process.
|
| 頁次 |
089-096
|
| 關鍵詞 |
莫纳什大学
、卧龙岗大学
、海外分校
、招生策略
、Australia
、overseas branch campuses
、student recruitment strategy
、CSSCI
|
| 卷期 |
42:1
|
| 日期 |
202001
|
| 刊名 |
比較教育研究
|
| 出版單位 |
北京師範大學/研究所
|
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