我國大專院校招收外國學生策略之利基因素分析：以越南學生為例

An Analysis of the Niche Factors in the Strategy of Recruiting Foreign Students in Taiwan’s Colleges and Universities: Take Vietnamese Students as a Example

本計畫以「我國大專院校招收外國學生策略之利基因素分析—以越南學生為例」為題，主要將採用文獻分析與問卷調查為方法，並以利基理論為基礎，討論我國在境外消費與商業據點提供中招收越南學生之利基寬度、利基重疊與利基優勢現況。從問卷調查中發現，我國則僅在教育政策、教育機會和教育品質部分，明顯優於中國；另在留學簽證部分，優於美和法，在文化關連部分，優於美國。究其原因，目前我國招收越南學生之策略中，欠缺對越南學子出國留學推力之有效掌握；同時我國還常以一般模式對越南進行招生，忘卻我國原有的優勢條件；再者，我國在規劃招收越南留學時，常以獎學金發放等短視作法為主。基此，未來我國各大學招收越南學生改進策略，應從（1）對越南教育的現況與利基進行即時掌握與分析；（2）各校應該更深入分析自身利基優勢，且尋求學校各自的定位；（3）尋求永續經營制度的建立，應是國內各校最終努力的方向。

"This article is based on the analysis of the niche factors in the strategy of recruiting foreign students in Taiwan's colleges and universities—Take Vietnamese students as an example. It will mainly use literature analysis and questionnaires as a method, and use niche theory as the basis to discuss Taiwan's current status of niche breadth, niche overlap, and niche advantages in recruiting Vietnamese students in overseas consumption and commercial presence provision. It is found from the questionnaire survey that Taiwan is significantly better than the mainland only in terms of education policy, educational opportunities and quality of education; in the part of study visas, it is better than the United States and France, and in the culturally related part, it is better than the United States. The reason is that the current strategy for recruiting Vietnamese students in Taiwan lacks effective grasp of the thrust of Vietnamese students studying abroad; at the same time, Taiwan often enrolls Vietnam in a general model, forgetting our original advantages; further, Taiwan is planning when recruiting students to study in Vietnam, short-sighted approaches such as scholarships are often used. Based on this, in the future, Taiwan’s universities should improve their strategies for recruiting Vietnamese students. (1) Real-time grasp and analysis of the current situation and niche of Vietnam's education; (2) Each school should analyze its niche advantages in depth and seek their own positioning; (3) Seeking the establishment of a sustainable business system should be the ultimate direction of domestic schools."