臺灣高等教育正面臨少子化、老年化社會及人才外流所照成的學生人數減
少，學校資源分配不均等困境。為改善臺灣高等教育存在的狀況，大專校院開
始專注於國際化發展如招募外籍學生前來臺灣就讀。此研究目的為探討來自越
南、印尼及泰國之外籍學生選擇來臺灣就讀動機及原因。
此研究採用「SurveyCake」問卷為主要調查及收集相關數據之方式，同時 採用訪談做為輔助資料。最後，透過研究結果及使用 SWOT 分析得出臺灣高等 教育的優劣勢及臺灣大專校院未來可用於東南亞東南亞市場發展的行銷策略。

In recent years, many international students choose to pursue higher education in Taiwan especially students from Vietnam, Indonesia and Thailand. Increase in number of international students improve the common problem of low enrollment rate which happens in many Taiwanese universities and colleges. Each international student has his or her own reason and motivation to pursue higher education in Taiwan.
The purpose of this study is to learn about international students’ motivation and reason to study in Taiwan by using quantitative method and interview method as supporting reference. Furthermore, use research result conducted in this study to learn about effective marketing strategies that higher education institutes can use in the future development of Southeast Asian market.
The results shown that quality, financial support, facilities, environment and culture are factors that international student will consider before they make their choice to Taiwan for their higher education study. In addition, many students come to Taiwan because of friends and families’ recommendation, information on websites and social media platform. Therefore, it is important for Taiwan’s higher education institutes to use effective marketing strategies such as branding strategy, social media and internet strategy to further its development in Southeast Asian market.

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