National Academy for Educational Research

　　本研究以「我國高等教育招生策略」為主題，透過文件及文獻分析、問卷普查及焦點座談的方式，了解我國高等教育因應少子化與國際化所使用的招生策略現況與成效、境外學生就讀我國高等教育的經驗與建議以及英國、德國、日本及紐西蘭等主要國家高等教育招收境外學生的政策與策略，最後為我國高等教育因應少子化與國際化的招生策略提出變革建議。本研究發現包括：（1）為因應少子化與國際化衝擊，我國高等教育採用多元向度的招生策略，且各向度策略已發展出具體有效者，而其使用度及有效度在不同學校類型別及所在地區中呈現相異或共同的傾向；（2）目前我國高等教育在招生方面遭遇經費、政策限制、學校競爭力、人員及行銷方面的困難；（3）境外學生因臺灣在文化、語言、地理、教育品質、學費等優勢及兩岸脈絡的吸引力而來臺就讀，但因相關政策限制過多及環境尚未完備而形成受限的經驗；（4）主要國家的境外學生招收策略，其在分工體系與專責單位的建立、政策規劃具連貫性、設置境外學生招生重點、從境外學生的角度考量其需求、重視高等教育品管機制、招收成人繼續教育的境外學生、重視海外語文教育體系的規劃、擴大參與國際教育合作事務、設定簡短深刻的宣傳口號與行銷重點、透過多元媒介與多元管道進行行銷等方面，值得我國借鑑。本研究並根據研究發現，針對政府及大專校院提出建議：
一、政府方面：
（一）適度擴大推動多元政策引導性經費補助方案。
（二）放寬相關政策法規限制。
（三）研議學制改革。
（四）擴大推動成人繼續教育。
（五）確立境外學生招收原則與重點。
（六）招收境外學生的政策及配套措施，應以境外學生的立場考量其需求。
（七）建立跨部會、跨機構的境外學生招生分工體系，並設置專責單位。
（八）招收境外學生相關政策的規劃，應具連貫性及延續性。
（九）積極參與國際教育合作事務，發展國際教育合作模式。
（十）發展海外華語文教育體系，並重視其對我國招收境外學生的促進作用。
（十一） 加強境外學生相關事務人員的英語能力，以提供良好的服務品質。
（十二） 開展境外招生多元宣傳行銷管道，讓行銷內容更為深刻。
二、大專校院方面：
（一）增加英語授課課程或學程。
（二）加強境外學生課業輔導機制。
（三）研議放寬境外學生學費繳交規定。
（四）加強承辦境外學生事務人員的英語能力。
（五）積極更新學校及系所英文網站。
（六）建立志願學伴制度。
（七）我國大專校院間應建立合作的夥伴關係，共同拓展境外學生市場。

　　The purpose of this thesis is to understand the status of the higher education enrollment strategies in Taiwan. In addition, the study also aims to the higher education enrollment strategies for overseas student in Britain, Germany, Japan and New Zealand in order to provide references for policy makers and Institutions of higher education in Taiwan. The thesis conducts its research through census, focus group and written materials. The research results are the following. First, in response to the trend of the low birth rate and internationalization, the higher education in Taiwan developed multidimensional enrollment strategies. Besides, in different institutions of higher education, there are difference in the degree of the utilization and effectiveness of enrollment strategies. Second, the enrollment of the higher education in Taiwan is insufficient in funding, marketing, executive and competitiveness. Moreover, there are also difficulties because of the policy limits. Third, the culture, language, geographical proximity, high quality of education and reasonable tuition fee had the attraction for overseas student. However, overseas student felt that policy limits had caused inconvenience. Finally, the enrollment strategies for overseas students in many countries such as Britain, Germany, Japan and New Zealand are worth consideration. Such strategies include the division of labor on specialization and the establishment of the responsible unit, consistence in policy making, setting key point for enrollment of overseas students, concerning their needs from the perspective of overseas students, emphasizing on quality control mechanisms for higher education, enrolling oversea students in adult and continuing education, stressing on planning language education system aboard, expanding participation in international cooperation in education matters, setting up simple slogans and marketing focus, and conducting marketing via multi-media and various channels. Based on the results, this research provides suggestions for policy makers and Institutions of higher education.