중국인 유학 고등교육시장 소비자 현황연구: 마케팅 관점

This paper presents the current status of higher education demand in China from a marketing perspective. The concept of marketing has been recently introduced in the education market, and therefore there are not many studies on the current status of the education market from a marketing perspective. In particular, in the case of Korea, universities, which are higher education institutions, are facing difficulties in recruiting due to a decrease in the number of students, and in order to overcome these difficulties, they are approaching all activities related to student recruitment through the concept of marketing. Therefore, methods to overcome difficulties in the education market with marketing thinking are being applied well in the education market. Accordingly, this study shows the current status of how marketing strategies are established and implemented in the Chinese higher education market based on this reality. The results of this study are as follows. First, in the higher education market of China study, abroad education agents support Chinese people to study abroad in many countries depending on their marketing capabilities. In particular, abroad education agents play a significant role for Chinese students who want to study abroad in Korea. Second, higher education institutions in China are efficient in recruiting students by using marketing concepts. This conclusion ultimately has important implications in establishing and implementing a strategy for the higher education market based on a marketing perspective.