Australia's New Asian Strategy for Developing International Higher Education Market
Based on the consideration of political and economic factors,Australia has constantly adjusted the development strategy of international higher education.Through using Target Marketing Theory,this paper analyzes the new Asian strategy developed by Australian higher education market and finds that:in terms of market segmentation,Australia implements differentiated market strategies from geographical factors,education levels and professional types.In terms of target market selection,Australia regards China as the largest student market,India as the future market with the most development potential,and Southeast Asia as the balance market in the process of market strategic transformation.In terms of market positioning,Australia strives to improve its education brand to maintain the Chinese market;creates an inclusive and highly valued education image to tap the potential of the Indian market;and increases education assistance to enhance the brand influence of higher education to expand the Southeast Asian market.Key variables such as the alignment of interests between the Australian government and universities,the balance between political and economic benefits will determine the ultimate outcome of its new Asia strategy.
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