Taiwan's birth rate has dropped to the lowest point in recent years. This phenomenon affects not only the social structure but also the school enrollment. On the other hand, trend toward globalization makes parents and students have more opportunities to understand the world¡¦s school information from a variety of diverse media and channels. This makes the school enrollment more competitive. Under this extremely unfavorable situation, many universities take the school market to the social media and daily life strategically. They change the traditional school enrollment strategy to a more creative and integrated one by emphasizing more on the school characteristics. This research discusses the present university¡¦s enrolled strategy by studying the recent university¡¦s enrolled practice. We use the theory of service triangle developed by Gronroos. In the case of Fooyin University, from the past development of actual practice, we analyze the present university enrolled goal, location, and the marketing approach. We also check that the university enrollment strategy is correct and effective or not referring to the recent performance. This research not only demonstrates the characteristics of school, proposes a nice enrollment strategy, but also helps achieve the goals of sustainable development for a university.

近來，臺灣教育部為招收更多國際學生而實行新政策。本研究分析政策實行的效果、學生來臺原因及在臺學生的滿意度。研究一以時間序列分析1954至2008年的國際學生人數，ARIMA模式的預測效果良好(RER=0.83%)，未來三年內國際學生人數將突破二萬人。研究二以問卷調查分析學生選擇留學國家及學校的選擇因素，同時分析學生來臺動機、所遇困難及在臺滿意度間的關係 (N=210)。結果顯示容易的簽證程序及臺灣的學術聲望影響學生來臺讀書；此外，財務、後勤及生活條件影響學生選擇留學學校。學生因臺學術聲望來臺且無食物適應困難者，願意再次來臺念書；學生因具吸引力課程及方便生活環境來臺且無硬體設備及學習適應方面困難者，願意建議他人來臺留學。根據研究結果，政府應加強國內教學品質，並協助提升學校學術聲望；增加赴海外任教教師，以教學專業提升我國國際形象。有興趣吸引國際學生的學校應可從健全學校行政體制著手，並聚焦於完善學生招生、入學諮詢輔導工作及協助生活適應。 / Recently, the Taiwanese Ministry of Education has implemented a new policy to recruit more international students. This study analyzes the policy’s effects and the reasons motivating students to study in Taiwan. The number of international students in Taiwan from 1954 to 2008 was used to generate a time series model to estimate the number of international students before and after the policy implementation. This ARIMA model (RER=0.83%) demonstrated a dramatic increase in the number of international students over the years. Using a questionnaire designed to examine determinants that affect international students’ decisions for choosing Taiwan and their respective schools (N=210), this study then study the relationship between the students’ motivations, the challenges they faced, and their degree of satisfaction with their experiences. Results demonstrated that an easy visa application process and Taiwan’s acclaimed academic reputation attracted students. Furthermore, financial, logistical, and living reasons affected the students’ choices in schools. Students who found living and educational conditions favorable and who felt intellectually stimulated would choose again to study in Taiwan and would recommend others to do so. Based on these results, the government should strengthen the quality of instruction and further promote Taiwan’s universities abroad. Schools interested in attracting international students should develop structured administrative systems focused on recruiting students and helping them transition into a new environment.

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