Kinmen University Island– Goal of Recruiting Mainland China Students Studying Cross Border

Education Research Frontier December 2015, Volume 5, Issue 4, PP.74-80

Kinmen University Island– Goal of Recruiting Mainland China Students Studying Cross Border Cheng-Shih Lin Department of Business Administration, National Quemoy University, Kinmen 89244, Taiwan Email: Cyrano@nqu.edu.tw

Abstract With the liberalization and globalization in the education market, driven by cross-border movements of higher education has become a trend. Taiwan is also due to the rapid development of numbers in higher education, and social phenomenon of low birth rate, lack of students facing difficulties that might collapse; Taiwan higher education must actively recruiting students, the main land is the overwhelming majority of the students source. Taiwan higher education must actively recruiting students abroad.

Mainland scholars have conceived multi-table certainly, but also that there is potential for development, but Kinmen higher education needs to be strengthened, such as the introduction of well-known universities to establish campuses in Taiwan, mainland or even internationally renowned universities to Kinmen running towards the internationalization and globalization, before there is more room for development, or apply for exchange students double degrees, industry-university cooperative education and so on, in the short term in order to enhance the competitiveness of higher education in Kinmen. Mainland students know Kinmen higher education is limited, so we must first own brand marketing, by geopolitical nearly gradual start, and then to the whole of China. On one hand to enhance the quality of education, on the other hand the rapid expansion of visibility. In the early enrollment, actively participate in the China's educational development, for parents forum, the use of media advertising, printing of promotional materials to be distributed on campus, build admissions information network, to increase understanding of Kinmen higher education for mainland students, it is likely to continue enrollment sustainably.

Keywords: Kinmen; Higher Education; Mainland Students; studying abroad

1 INTRODUCTION Kinmen is a small island close to Fujian geographically, but it belongs to Taiwan politically, so the political and education system are all extended by Taiwan. However, the history of higher education development in Kinmen is not so long, its appeal has yet to be strengthened; but the rapid expansion of higher education in Taiwan are facing enrollment crisis. Kinmen locates among the Taiwan Strait, near the southern Fujian economically developed regions, with nearly mainland China advantages. Since 2001 the implementation of the mini three links, has become an important transport node between the two sides, and if combined with the advantages of educational resources and specialties of higher education in Taiwan, Kinmen has the opportunity to attract the best students to come to studying here. Kinmen higher education development history has not been so long. The first Kinmen Forum in 2008 "Kinmen Declaration" stated: Kinmen should actively strengthen the educational environment, schools at all levels to enhance the quality of education, and in the overall goal of the island of University, the establishment of higher education distinctiveness and competitiveness. Second Kinmen Forum in 2009 took "create the Kinmen University Island" as the topic, planning the three sub-sessions, including spatial planning of Kinmen Island University, the University of the island leading role in higher education industry, cultural and creative industries and connected, how and concrete implementation plans. This study investigated the vision to develop Kinmen higher education from the history of higher education, "Education and Culture University Island" policy, Kinmen county government administration and - 74 www.erfrontier.org

other aspects of the blueprint, and recalled Kinmen recruit mainland students attended to observe and review the current situation. By the end of 2013, the number of overseas China students is 3.0586 million. There are 413,900 people in 2013 to study abroad. The growth rate of the number of students going abroad in recent years is still about 20% (Chinese online education, 2015; Chinese Ministry of Education, 2014). Many students in mainland China, in 2013 9.12 million candidates, take the exam. Although in recent years to expand the acceptance rate expanded, the school supply is still inadequate, each year about 3 million people unable to squeeze into the university narrow gate (North Online, 2011). In addition, an increasing number of high academic achievement and socioeconomic status were good, because of parent’s expect or academic specialty and other factors, to go abroad to school as an important option. In 2010, Executive Yuan National Development Council of Taiwan finished "Kinmen and Matsu long-term economic development plan," suggesting that the Kinmen towards "Education and Culture University Island" development: "Planning with industry needs additional relevant Department, improving teachers Islands applied to subsidies and welfare, to relax restrictions and enhance enrollment of school, we can meet the future needs of the mainland and Taiwan's economic development, providing mainland students schooling and learning opportunities ".

Since then, "Education and Culture University Island" has become an important policy blueprint of Kinmen. Based on act of "the mainland to Taiwan students studying and staying approach" states: "In Penghu, Kinmen and Matsu area, schools to recruit mainland students quotas without 2% limits of the schools, the establishment of branch campuses in the outlying islands was "project application" amplification enrollment" Kinmen under these conditions, with better enrollment advantages, making Taiwan a number of large school yard scramble to the fund set up campuses, branch, want to fight for land piece of the pie. Kinmen located among the Taiwan Strait, close to the southern region of the continent's economic development since 2001 mini three links, as an important conduit of cross-strait exchanges. In addition, the act gives the Kinmen preferred it to recruit mainland students conditions, National Quemoy University recruit mainland students number also increased year by year from 4 people the first year, to 37 people in 2014, 83 people have accumulated more than 2% of the number of students of the school.

Kinmen county government actively handles supporting measures, and integration into the higher education industry in the development of local governance guidelines, to develop the land in order to attract mainland students to become a University City.

2 ORIGIN AND DEVELOPMENT OF HIGHER EDUCATION IN KINMEN Kinmen has been long under military control, the development of education was not easy, let alone the development of higher education. Prior to the 1990s, because the population was only 40,000, plus the height of martial law, there was no development of higher education, to the battlefield after the government lifted in 1992, in the central portion of the local people to fight and will support only the higher education the initial embryonic development, according to school size Kinmen institutions designated count the number of the following. Focus on the largest and deepest of the resident who is National Quemoy University: The school, formerly in July 1997 to set up a two-year college Kaohsiung Science and Technology Department of Kinmen, Kinmen first institutions of higher education. October 1997 amended the school called " National Kaohsiung Institute of Technology, Kinmen Division."; August 2000 changed its name to "National Kaohsiung University of Applied Science and Technology, Kinmen Division."; August 2003 set up an independent school, renamed "National Kinmen Institute of Technology." August 1, 2010 formally restructured upgraded to "National Quemoy University." National Quemoy University actively developed into small and beautiful essence of university teaching type characteristics, due to the special geographical location, it became the three exchange intermediary role of higher education, for example, National Cheng Kung University, Xiamen University to achieve "Kin-Xia Road to Success (Cheng-Kung)"tripartite cooperation agreement on academic exchange and mutual sharing of resources. And actively and overseas academic universities signed cooperation agreements such as the sister school relations, has a large number of students per semester overseas exchanges or industry practice, in recent years, admissions also with great success, admission steadily increased. In recent years, due to the formal educational system of colleges and universities have been set up at the Kinmen, so empty big transition to the promotion of community-based education. Ming Chuan University has pened since 2000, master classes offered a master's degree in order to cultivate more than one thousand, learning to open up new areas for the master still. October 28, 2008 announcement launched the "Kinmen-Xiamen Education through-train" - 75 www.erfrontier.org

program, the establishment of strategic alliances with Xiamen University of Technology, with the Kinmen as a training base for cooperation with enterprise education Straits. Ming Chuan University campus is located off Kinsha Cultural Park, currently enrolled 300 students per year, is expected to scale expected after five years over 6,000 people, students from Fujian Province, Taiwan and international students mainly to enroll. In addition, the Kaohsiung University has offered EMBA degree since October 2005, provided Kinmen entrepreneurs, high-end civil servants, Taiwan and the mainland coastal provinces training pipeline, in order to recruit the future mainland students targets.

Former Kinmen County Magistrate Li Wo-shiafter taking office in 2009, that is to actively promote the Kinmen University Island policy, in January 2010 at the "Kinmen County Magistrate political practice plans confirm the meeting", the "Promoting Kinmen Institute of Technology was upgraded to Kinmen University, University City construction Kinmen, Kinmen for mainland students to go to university, so that Kinmen has become a blend of cross-strait higher education university hall island "policies into and track assessment and control. In his policy blueprint, will build "cross-strait higher education university hall studded island" included, in order to "set the different characteristics of the universities in the township, the recruitment of good teachers on both sides, extensive collection of three of the students enrolled, and University City and combined living area of the township, through consumption staff, students, visiting their families, led regional economic development "as development goals.

Kinmen under the "percentage of enrollment without restrictions" conditions, with an excellent basic advantages, thus making Taiwan's colleges universities competing to Kinmen branch campuses, branch, expression of the will of those who at present has reached more than twenty colleges and universities, students want to compete in this mainland pie. Kinmen has the advantage of location, as well as to explore the Act and the relevant literature from the scrutiny of the mainland students may choose to produce Kinmen on the advantages and disadvantages of school.

3 LITERATURE REVIEW The study made a comprehensive review on study abroad motives and factors, the first part is the mainland students studying overseas selection factors; the second part is Kinmen environmental factors to attract mainland students.

3.1 Factors Affecting Mainland Students Studying Abroad The study estimated the factors of mainland students studying abroad willingness including: language is the same, living habits similar, life function is convenient, the amount of tuition and living expenses, the degree of internationalization and globalization, the level of after graduation employment prospects of the pros and cons international academic reputation of the school is good or bad, education quality would grant permanent residency, if there is a high probability or high level of scholarship, which places in the mainland is likely to be taken to recognize, the amount of quota restrictions, future development in the mainland.

3.2 Factors Affecting Mainland Students Studying in Kinmen I divide factors into three parts, first, mainland students to go to Kinmen expect what personal benefit, second, Kinmen has incentives attract mainland students to studying, third, after the implementation of “Three Limits and Six Nos� relevant laws and regulations, what extent of the impact will happen to mainland students.

3.3Benefits of Mainland Students Studying in Kinmen From the perspective of Chinese mainland students personal factors, the study estimated Kinmen school has its own meter useful: can expand their horizons and increase competitiveness, employment can increase the ability to create connections, can increase job opportunity experience five education mode.

3.4 Impact of Kinmen Environmental Factors on Mainland Students This part is divided into two projects, from two aspects of Chinese mainland students to explore the attractive channel Kinmen higher education, one social and environmental factors, including the factors the government, society, economy, culture and other aspects, and second, school environmental factors, including factors and internal - 76 www.erfrontier.org

school-related.

1) Social Environment Kinmen in the social environment, the study plan is divided into: culture and language similarities, good study environment, a high degree of internationalization, globalization, lower cost of living than other regions, lower tuition than other regions, many of the welfare benefits, whether in Kinmen friends and relatives, you can communicate via Kinmen to Taiwan, the government invested more resources.

2) School Environment In the school environment, the study is divided into: outstanding teachers, the school's reputation, a good school ethos, building new schools, improve the teaching facilities, access to corporate identity, course characteristics, good teaching quality, free electives curriculum, emphasis on developing a second specialty, pay attention to counselling students homework, there are substantial library resources, there is a beautiful campus landscape, there is an open atmosphere of the campus, there are a variety of community activities, quality level and other aspects of student learning.

3.5 Taiwan's Laws and Regulations Affecting Mainland Students Studying Intentions Taiwan to recruit mainland students to Taiwan's relevant laws, the former will set the so-called "three limits six nos", although in Aug 19, 2010 by the Legislative Yuan amended the Act to include only "One limit and two Nos” comprising: a "limit to the total quota of mainland students", "No extra-points to mainland student"," does not affect the original Taiwanese students enrollment", for mainland students “no scholarships, “is not allowed in school work, "not in Taiwan to obtain licenses”, and " can’t join for the Taiwan government examination. "

4 DISCUSSION AND CONCLUSIONS Because Kinmen is a famous overseas Chinese hometown, we should actively recruit students for Southeast Asia, to expand the international student market. In addition, Pingtan Island (Fujian) is in competition in this regard Island University in Kinmen, which is the Kinmen concern, should be synchronized. An important factor in the hardware equipment, teachers are the future development of higher education with the rapid development of the mainland, Kinmen Island needs rapid development of the University impetus to the Chinese mainland this huge education market the upper hand.

The impression to higher education in Taiwan (Kinmen) to mainland students is much free and open, this atmosphere is very attractive. To develop higher education in Taiwan to "quality" education-oriented elite, another universal education market can target on mainland students.

1) Taiwan's higher education capacity is sufficient, there are certain standards of quality: only few mainland universities have academic prestigious internationally. The development of higher education in Taiwan is more distant in recent years, although the capacity expansion, but the foundation is still very sound.

2) Conditions for effectiveness and technical and vocational education in the country is very good, and the school system can join: college continent due to inferior quality of undergraduate education, so school entrance examination is usually listed in the fourth batch, but it is still the college entrance examination scores there is a certain standard.

In contrast, Taiwan technical and vocational education is very sound, mainland students can enroll in a bachelor's degree or technical college, which attract mainland students to Taiwan is a big incentive.

3) Strait geographic proximity, language and culture without barriers, and to interact with increasingly close: from Japan, Korea and foreign students experience, more than 92% of foreign students come from Asia, of which 60% came from mainland China, and most are from the mainland or coastal areas; on the other hand, mainland students travel abroad must first learn the local language, life, and there are differences in the local eating habits. Taiwan to recruit them geopolitical advantage regardless of culture or language, there is no other country, even after the crossstrait links, it may not be less than in Hong Kong.

4) Comparing with Japan, South Korea, Hong Kong, Singapore, Europe and other countries, life expenditure and - 77 www.erfrontier.org

tuition fee is also relatively low: China public university tuition and fees for a year, bachelor courses about 5,000 CNY; Master Class about 12,000 CNY. Japan, Korea, Hong Kong, Singapore, the United States, tuition and fees are much higher than the mainland; in the contrast, even though the Taiwanese government did not offer scholarships, mainland students studying in Taiwan burden still generally lower than in Japan, Korea, Hong Kong, Singapore, Europe and the United States and other countries.

5) The value of Taiwan's democracy is opening another attraction: Taiwan is a democratic country, the lifting of martial law, the ban on the mainland to visit relatives, and opening up is a mainstream of our thinking.

In Sum, scholars admit academic standards in Taiwan higher education, and Kinmen in geographically near the mainland, language customs are all similar to southern Fujian, living price index compared with Taiwan metropolitan area is low, good natural and cultural environment, which has a certain appeal to mainland students.

Kinmen University and affirmative policy vision of the island, just a short-term competitiveness of higher education is still weak, the need to enhance the attractiveness to improve visibility. From the students from mainland point of view, the main goal is still to study abroad return on investment based on education, competitiveness and employment to achieve optimum advantages, the most important is quality of education, and teaching content. In addition, the economic burden, application procedures, adapting to life, fair treatment, etc. it is also of concern for mainland students studying in Kinmen.

In recent years, the number of mainland students has increased year by year in Kinmen, along with information on the popularity of higher education in Taiwan, and the expansion of exchanges cross strait, and can shorten the information gap of Taiwan (Kinmen) Universities, reduce search costs, increase willingness to study Kinmen.

Kinmen inherited education system from Taiwan, free and open, multi-cultural atmosphere, is the most important soft power which have a certain appeal and mystery. From economic and industrial point of view, the lack of natural resources, and tourist industry primarily surrounding the economy, there is a rich cultural history, the development of education and culture industry is quite appropriate. And the Mini three links of people and logistics policies, and from both sides so that the convenience is improved. In contrast, long-term if the failure to use these advantages, the accumulation of resources and attractiveness of higher education, along with cross-border interact more frequently, direct flights and open policy, it will lose the advantage of Kinmen.

In summary, Kinmen educational environment pure and stable, is relatively less cultural stimulation, lack of competitiveness of students. This study suggests that higher education should be targeted at the Kinmen as a "crossstrait educational exchanges platform," elastic policy on mining policies and practices, the use of abundant local government resources, reducing the cost of student learning. Overall, Kinmen in attracting students advantages are: Most faculty have doctoral degrees, has a wealth of expertise to learn experience; in many disciplines competitive; Upgraded technical and vocational education; fee Compared to other study countries is still low; in teaching, research, equipment, teachers compared to most universities in mainland are relatively high in the international competitions. Moreover, Taiwan's higher education capacity is adequate, there is a certain level of quality, academic prestigious mainland universities still a minority, cross geographic proximity, language and culture without barriers, and close interaction.

Kinmen wants to promote “University Island� policy, the first with the hardware and software building and set enrollment plan, avoid the temerity to a large number of admissions, adverse effects, and the impact of reputation.

With a mini three links route, may be given for students simple round-trip procedures, improve school will, even mainland students families can also enjoy the convenience of the application, there are some opportunities to facilitate their annual visit to children in Kinmen, and even Taiwan (Kinmen) free exercise(without visa), to promote economic active. Without prejudice to the center under the Act, with NGO providing scholarships, or take advantage of in-school portion of tuition credits to attract terrestrial school. Should provide more short-term foreign exchange, student exchange platform or play, research, or the development of double degree attract mainland student use the pedal to Taiwan.

Because of the economic burden of the biggest obstacles to Kinmen, they also have hesitated to Taiwan for safety - 78 www.erfrontier.org

concerns; should establish a friendly attitude, fair and equitable treatment of them, in order to reduce the negative perception of discrimination.

Kinmen dormitory shortage currently, mostly of young children study or work away from home, most families are entering the empty nest period at home in the remaining part of the parents or less children, we can establish homestay system, and accept life boarding station, on the one hand its warm family feeling, it also can make up for the emptiness empty nest families and access to economic subsidies, so that mainland students learning and lives into the Kinmen community culture.

Kinmen should actively negotiate private units or enterprises, set up private scholarship, combined with the operations in high-quality companies, such as the Kinmen Kaoliang Liquor Inc. (KKL), Fox conn, the implementation of industry-university collaboration, or the development of school-run industries, and Enterprise joint planning employment training courses, improvement of market and business needs talent, academia implement one, reduce the financial burden of students to meet the expectations of obtaining employment.

Kinmen higher education reputation is still insufficient, the amount of the initial enrollment should not be the main consideration, the quality should be based on the premise, with the relevant departments grant concessions and advantages gradually expand for. Furthermore, the integration of the school intends to set up at Kinmen, University City, a joint venture of precision equipment or building must be formed in order to reduce investment costs and increase efficiency in the use, to play their own characteristics to meet the needs of students, collaborative planning and academic research projects, to enhance faculty, universities maintained between competition and cooperation relations.

In short, Kinmen local governments should promote the spirit of the central pilot of spirit, and actively open mainland students studying in Kinmen create a more open environment suitable for the development of higher education. Kinmen University is an opportunity to attract mainland students and provide a high-quality environment for the world of higher education.

5 LIMITATION AND FUTURE RESEARCH This study focused on the southern region of Fujidan and intended to study Kinmen and factors for, did not consider adaptation, cultural, ideological and other factors. The language and culture, ideology and other factors is resistance or is power, rendered in different directions in different studies or surveys, this study did not go into them. First, different characteristics or personality variables that may affect study will or choice behaviour, such as the more international or cultural adaptable. Second, Taiwan should have the opportunity to be visa-free home and abroad many opportunities for overseas exchange opportunities. Therefore, the local government should be more active Kinmen advocacy, prompted the central spirit of "pilot" spirit, with moderate tone repair islands construction regulations for the creation of the Kinmen suitable for the development of higher education in a more open attractive environment. Kinmen University Island will not only attract mainland students, but also for the world to provide a high quality educational environment. Today's era of globalization, education is not only a cultural and academic work, but also an economic industry, European and American countries in the education industry benefit is huge, and promote the education industry, stemming not only the tangible benefits of consumer spending, more importantly, the pool of talent effects, and the creation of a knowledge and socio-cultural effects.

With continued expansion of higher education competitiveness, and hoping to explore the mainland market demand and higher education students, but should be combined with other related laws and regulations, such as "the offshore islands building regulations" and other laws, the Kinmen and Taiwan for mainland students to Taiwan separated Act elastic relaxation of legal restrictions, and support in policy, financial, prompting the central government, local governments, public authorities and public opinion have given support affirmative, positive cooperation toward the Taiwan strait exchanges higher gathering place, and even the world higher platform base for the Chinese education industry providing services, laid the cornerstone of the future development, in order Kinmen plan a free and open education environment.

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ACKNOWLEDGMENT The authors would like to thank the editors and the anonymous reviewers who provided insightful and constructive comments on the paper. This work is supported by Kinmen County Government, Taiwan.

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AUTHOR Cheng-Shih Lin, male, (1974- ), Associate professor in the Department of Business Administration at National Quemoy University, Kinmen, Taiwan. He received his PhD in Marketing from National Taiwan University, Taiwan in 2006, his MBA and BA in Business Administration from National Yunlin University of Science and Technology and National Chengchi University in 1998 and 1996. His research interests include cross-border education, statistical methodology, tourism consumer behaviour, and electoral study. He is the chief of Marketing and Advertising research centre in NQU, Taiwan.

Email: cyrano@nqu.edu.tw

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