International Educational Market for Chinese Students: Marketing from Perspective of USA High Schools

摘要

Studying in the United States has become very popular among the Chinese. As a result colleges and high schools in the USA have been enrolling record numbers of Chinese. According to the United States studies report more than 30% of the international student population in the US are from China. Through survey and data collection this paper determines why so many Chinese are studying in the USA as early as their high school years. This study can help schools in the USA better prepare themselves for their international student body as well as highlight what the Chinese are seeking in an American education. Schools in the United States that are opening their doors to the Chinese market will need to be well informed about their targeted consumer. Marketing theory and marketing knowledge is becoming more and more vital to schools to attract the international student. Although education has not traditionally been regarded in the marketing sector it is clear that in our ever changing global environment schools will need to compete for the top students from around the world. Schools need to market themselves well to attract the Chinese student. Beyond the basic principles of marketing an in-depth study of the Chinese community is necessary to better attract the growing student body. Good business is always founded on good information. This study explores the top reasons why Chinese are studying in the USA as well as identifying what factors attract them to a particular school. The variety of the Chinese market adds an extra layer of complexity to this study. Differing groups hold strongly to differing values and purposes for choosing their future school. By breaking down the results of those surveyed into differing groups schools can better target those they are most interested in attracting to their school. Chinese international students are coming to the USA to study in record numbers and schools in the USA need to respond with better knowledge and understanding. Marketing techniques will better equip schools to attract, retain, and serve this growing consumer base.