1.0 Introduction
John (2004) statesthat “internationalisation is one of the most powerful forces for change incontemporary higher education”. In recent years, a growing number ofChinese universities have implemented international strategies. Theimplementation of Chinese government’s “Belt and Road” Initiative and the“Double First-Class Universities” Initiative, universities in China havebrought them more unprecedented opportunities of internationalisation. Againstthis background, Chinese universities should understand cultural and put itinto practice so as to create welcoming international communities locally andestablish new international presence globally.
2.0 Problems Chinese universities have in global communication
The main problem themany Chinese universities have in global communication is that culturaldiversities are not given due consideration. Blindness to cultural differencesalways happen in Chinese universities.
Case I: When senior officers
in university leadership attend formal or informal meetings with their
counterparts from other countries, they often use to make the conversation lighter,
or use slangs to illustrate their ideas. However, both of them are culturally
different, even if they are translated into a foreign language accurately by
interpreters, they may not accurately understood by foreign guests, simply because
foreign guests do not share the background with Chinese speakers.
Case II: Many Chinese universities are not good atmarketing to attract international students and staff. The main reason is thatthey have not realised the importance of marketing communication ininternational markets. Therefore, the marketing communication tools they useare limited to brochures, websites and exhibitions. Social media, one of themost influential tools nowadays in the world, is not used. Moreover,even if they have created English websites and printed English brochureswhich seem beautifully designed, but the messages they contain are limited tolocal people, some of which are boring and irrelevant in global marketing.
3.0 Measures can be taken
To be able to havesuccessful international communication with in the global market, a series of measurecan be taken by Chinese universities.
To begin with, awarenessof cultural diversities in Chinese universities should be increased. Key people in global communication for auniversity, including staff working with International Office, university seniorofficers (such as Vice Chancellor and Pro-Vice Chancellor in charge ofinternational collaboration), deans and directors should be clear about theimportance of cultural diversities. Their verbal, non-verbal and written formsof communication plays a vital role in a university’s global communication whenimplementing international strategies. Following by this, they should betrained by experts in in cultural to be effectively engaged in globalcommunication.
Secondly, marketing
communication should be strengthened. As a matter of fact, cost is not problem
for Chinese universities to launch marketing campaigns. The priority is that
they need to change the marketing communication tools and use slogan and
storytelling. Even if WeChat (a Chinese social media similar with WhatsApp and
Instagram) and Weibo (a Chinese social media similar with Twitter) are the most
popular tools in marketing used by Chinese universities, however they are very
limited to Chinese markets. To reach a larger number of people globally,
Chinese universities have to adopt Facebook and Instagram, the globally used
social media. Meanwhile, they should change the messages they convey in every
tool they adopt. In recent years, many universities in China designed English
websites as one of important aspect of implementing international strategies,
however, it is clearly noticed that there a lot of coverage of university, which is common in China but seems weird in many other countries. This
fails to allow the people from other countries get the highlights of Chinese
universities. Instead of focusing on messages familiar to Chinese,they should be transformed to convey the messages that can attract foreigners’attention and curiosity. In addition, slogans will make the university beeasily remembered. For instance, Duke Kunshan University in China and Xi'anJiaotong-Liverpool University describe themselves as “A truly internationalUniversity in China” and “research-led, global outlook” respectively, whichappear when the university names are typed in the search engine. Both of themare Sino-foreign joint ventures, so they are born to have internationalistvision, setting a good example for other universities. Southwest JiaotongUniversity is a leading institution in transportation. It once used such aslogan as “where there is China high-speed train, there is Southwest JiaotongUniversity”, which is a good example of being a catchy and memorable. Finally,storytelling is an effective way of marketing, instead of boring description.In 2014, micro-filmJournal to the Stars produced by Peking University,one of the top universities in China, was a successful marketing ofstorytelling.
4.0 Summary
In 2017 there were 442, 773international students in China with an increase of 11.4% comparing to 2016(Institute of International Education of the USA, 2017). In 2020 this number will reach 500, 000 asthe Ministry of Education planned (Chen, 2010). There is no doubt there moreinternational communication will happen between Chinese universities and theworld when they implement international strategies. Understanding culturaldiversities are applied to both Chinese and western universities. It should bea common sense that without awareness and practice of cultural diversity, therewould be no successful internationalisation.
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