Develop strategic research based on the marketing perspective of the overseas Chinese education
|Keywords||Overseas Chinese education Marketing Strategy Non-profit Organization|
The increasing economic and cultural exchanges, among others, between China and other countries along with its rapid economic growth and steady improvement in overall national strength since its economic reform, have brought about a global fascination with China. This growing interest in learning Chinese language and culture has prompted overseas Chinese to start a fresh Chinese education boom, which is pro-actively supported by the Chinese government as a contribution to cultural diversity and international harmony. Domestic colleges and universities have also put forth similar efforts and serve as a base for overseas Chinese education, ready to provide any assistance as needed. However, as no plain sailing is guaranteed, the development of overseas Chinese education is faced with various issues such as how to meet community needs, how to win human, financial and other support, as well as how to ensure a sustainable development with a competitive edge.Against this background, this thesis is focused on the solution to expanding the market and promoting sound and rapid development of overseas Chinese education, in an effort to meet rising overseas demand and introduce China to the world of cultural diversity by sharing its vision for a harmonious world.Competition can be found everywhere in a market economy environment, and market development in any field is bound to be guided by relevant marketing concepts, ideas, and approaches. Expansion of overseas Chinese education market should also be approached from a marketing perspective.This thesis is a case study on the training of Chinese education personnel in Chinese education institutions under Overseas Chinese Affairs Office of the State Council, China, and Chinese education schools under some colleges and universities. Based on relevant materials and basic marketing theories, enterprise marketing and the operation of Chinese education were compared and contrasted for identifying particularities in the application of marketing theories to the latter, and a marketing strategy for overseas Chinese education, together with its executive system, was established in light of elaborated objectives and orientation, and within the framework of a flow chart of marketing strategies. The application of marketing theories to overseas Chinese education, on the one hand, enriches the body of research on marketing management theories and encourages the integration of those two disciplines and, on the other, widens the scope of researches on Chinese education and brings insights to its practice, thereby better meeting the overseas needs in this regard and facilitating transmission of Chinese culture abroad.