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Throughout the period of reform and opening, the Chinese higher education has been experiencing transformation Shi Li Chunbing Xing, 2010.Since the Chinese Education Institution implemented the open-up policy at the beginning of the reform and opening process, which keep increasing the scale of higher education by recruiting much more the college/university students (Shi Li & Chunbing Xing, 2010). This is a widely accepted present situation that higher education is being internationalization like business generally (Healey, 2008). According to the Healey (2008) stated that there are two characteristics to illustrate the conception of internationalization higher education. One is that the higher education should input the different significance resources from the other countries; the second is that higher education output personality characteristics and competitive education resource to the international society (Wilen-Daugenti, Grace & Mckee, 2008). Nowadays, the Chinese higher education is an important output sector. It means not only set students to study in the foreign college/universities but also attract foreign students from the world. At the same time, there are a large number of colleges/universities competing for the worldwide students. This purpose is not only for the new colleges/universities to build but also existing colleges/universities want to expand. Colleges/universities increase financial investment both to attract more foreign students and create opportunities for students to broad (Wilen-Daugenti, Grace & Mckee, 2008).
In the face of the fierce competition environment around the world, colleges/universities have begun a search for a unique definition to characterize themselves differently both in attracting students and academic construction in further. Therefore, the branding used to attract national students will not cut when the overseas recruitment (Wæraas & Solbakk, 2008). If the colleges/universities want to achieve the effective of attracting more foreigners, the university should be pay more attention to the branding. Because the brands are everywhere, and it has importance to make marketing success is undisputable (Caldwell & Freire, 2004). Brand is an idea to make marking in the different kinds of constituents' minds, such as customers, employees, etc.
Nowadays, higher education fields, especially college and university should comprehensive consider the two principles of branding (differentiation and integration) to make sure their positions in the fierce competitive education markets (Herr, 2000).
However, developing university need to have to find the appropriate brand marketing strategy and branding management that would search the challenge from international market for branding university all over the world (Hemsley-Brown & Oplatka, 2006).
Based on these theories, the framework of this study intends to cover the literature concerning about Branding and Chinese higher Education to analysis the educational experience to help universities differentiate and build unique brands so that the recruitment will be having a better consequence.
1.2 Problem discussion
Park et.al (1986) has been researched the brand of university impacts on their brand imageï¼Œwhich he obtains a result that the university brand image is not only provided with the functional attributes but also possess the affective and symbolic attribute. And then, there are two issues to influencing the recruitment rate of foreigner to input for Chinese high education. As followed: The school brands lack of attraction to the foreign students. Compared with developed countries, the overall level of China's higher education is not well-known except a few famous universities like Peking University, Tsinghua University. Most Chinese universities are lack of branding force in the international higher education market, which directly lead to the mainland universities without any attractive for the foreign students in international markets. Students output and input existing the problem of serious "deficit".
At the same time, due to the Chinese universities lack of publicity or even loss, the foreign students are general short of understanding the Chinese universities. When they apply for the university, firstly choose the first-class university they heard like Tsinghua University and Peking University. What is more, the criterion of China recruitment is relatively low for the foreign students in mainland China. Therefore, every student would not to give up the chance to apply for first-class universities in the similar to the recruit foreign students conditions.
The university need to pay more attention to the tangible property (the university function) and intangible property (the university reputation) for shaping the well brand image (Park, Jaworski & Maclnnis, 1986). The definition and protection is what the university branding want to represent and embrace all tangible and intangible elements, let the branding unique and personality (Dooley, R., 2012).
In totally, our thesis focuses on branding to express the significance of the Chinese higher education, it is the lens through which they attract the foreign students to view their high teaching quality, personality courses, and standard management. Many colleges/universities have been competing distinctive by created branding. Actually, branding is itself existing not created and it's just to define and express them (Dooley, R., 2012). Here branding higher education is how our aim to suggest the Chinese general universities to achieve the competence of attracting more and higher quality foreign students.
The study of branding in higher education has the practical significance to help the universities to enhance competitiveness and optimize the use of resources. Bring the marketing strategy as brand to higher education areas make for the good image to the universities. Now days, most universities in China have the demand of branding themselves, so the study of brand in higher education is necessary for them.
Nowadays, environment among the Chinese higher education is competitive, different Chinese universities use the different branding ways to attract foreign students to study in their universities. This thesis is trying to analyze the branding using in the different universities which are the proper ways to attract foreign students and take more market share. In details, the university should try to keep high brand reputation, and make effective brand be known by all over the world, in order to attract more foreign students.
During the study we are trying to find the clear and suitable branding way in Chinese higher education, and put forward the relative suggests for Chinese universities. In details, the university should try to keep high brand reputation, and make effective brand be known by all over the world, in order to attract more foreign students.
1.4 Research Question
With the background and problem discussion given above, our article will focus on the following research question to justify the literature and intend to mention appropriate suggestions:
How can the Chinese college/university use branding to attract more foreign students?
Many other factors than the political parties' foreign policy influence their support in a country, but for the simplicity this paper will mainly concentrate on Taiwan's policy regarding its relations with China. In that way, it will be easier to clearly see how the public opinion influences the cross-strait relation.
Worth to mention is also that the former President Chen Shui-bian has been detained for corruption, which indeed has an effect on the public opinion about him. In order to not let this fact affect people's opinion about his party I will bear this in mind and be careful when asking about him.
Ma Ying-jeou on the other hand is said to be a weak president, making people doubt whether he is suitable as a president or not. This does affect his support in the country. Even if people agree with him and his party when it comes to his Mainland China foreign policy, people will choose to not vote for him. This is also important to keep in mind while interviewing people, since this will affect the results when asking them whether they support former President Chen or current President Ma.
Delimitation would also be that in different parts of Taiwan differentiate in their opinion, and since I am only here in Taipei I have no chance of interviewing people from the Southern part of Taiwan that is said to be strongly against China. In order to make my study as truthful as possible I will also use information gathered from some course literatures and studies provided by among others National Chengchi University in Taiwan.
The limited literature on the branding of universities internationally focuses on surveying international students - gathering their perceptions on a variety of marketing activities conducted in the recruitment of international students, and subsequently determining their effectiveness.Â Â On the demand side, a considerable number of papers focus on the choice factors of the student-consumer (Baldwin and James, 2000,Â Umashankar, 2001,Pugsley and Coffey, 2002Â andÂ Binsardi and Ekwulugo, 2003).
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This gap in the literature is certainly an associated area of research for the future. It was clearly necessary to reach a good working definition of a successful brand for this research but the whole subject area of "success" among brands is an area of academic research in its own right, and certainly in the university context one that is little explored - if a purpose of academic research may be to throw up new areas to question as well as try to answer existing ones, then "what do universities precisely seek to achieve through branding" fulfils the former