【作者】 田渊；

【导师】 邱斌；

【作者基本信息】 东南大学 ， 国际商务， 2015， 硕士

【摘要】 近年来,我国经济硬实力发展迅速,经济总量和贸易额总量增长明显,但在国家软实力建设上存在着不足,我国急需加强国家软实力建设,使之与我国日趋强大的经济实力相匹配,提升在全球范围的综合影响力。我国渐渐意识到发展来华留学教育的重要性,留学教育的发展有助于软实力提升,来华留学教育得到越来越高的重视。本文基于大量的数据资料,综合运用统计分析、SWOT分析、比较分析等研究方法,对来华留学教育发展进行研究。首先从对近十年来华留学教育发展现状的分析入手,对来华教育发展中存在的问题进行了分析,得到来华留学生规模较小、层次偏低、学习专业分布和留学生来源不均衡等结论,通过对贸易竞争力指数和显示性比较优势指数的测算,得出与美国、英国、澳大利亚等教育强国相比我国高等教育国际竞争力较弱的结论,说明进行来华留学教育品牌推广的必要性。本文进一步对世界上一些综合国力较强的国家的留学教育发展情况进行了综述,考虑到我国来华留学教育的未来发展,提出了着眼于进行来华留学教育品牌推广的观点。通过运用SWOT分析法对影响来华留学教育品牌推广的内外部因素进行了综合分析,对优势、劣势、机遇、威胁等因素交叉分析得到SO、WO、ST、WT四种组合。最后,根据来华留学教育品牌推广SWOT分析得到的类型组合,借鉴美国、英国、澳大利亚等教育强国留学教育发展经验,提出来华留学教育品牌推广可选择的策略,最终达到形成来华留学教育品牌效应的目标。更多还原

【Abstract】 Since the foundation of People Republic of China, international education in China has gone through 60 years. From the foundation of our country to the reform and opening, international education in China for foreign students was in the initial stage. The systems and infrastructures of education were not perfect because of the limitation of China’s overall economic strength. After the reform and opening, international education in China had experienced its first rapid development.In the wave of internationalization of education, China has gradually realized the importance of the international education in China. The international education in China gets more and more attention from the central government. Based on a large number of first-hand information and using the methods of statistical analysis and SWOT analysis and international comparison, the current situation of past 10 years’ international education in China is analyzed. The findings include the level of international students is low, the distribution of majors which international students in China study in is unreasonable, and the source of international students in China is centralized. The Trade Competitive Power Index and the Revealed Competitiveness Advantage Index of China higher education service are calculated, and the conclusion that the brand promotion of international education in China is necessary is made. The development of international education in America and Britain and Australia were described. Learning from the advanced experience of the developed countries in the field of international education, the viewpoint of enhancing brand promotion in the coming development of China’s international education is put forward. Brand promotion strategies were put forward by using SWOT analysis. Through brand promotion, China ultimately will achieve the target of the formation of international education brand effect.更多还原