A Status Quo Of International Education In China And Its Brand Promotion Strategies

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.