GUIDELINES FOR THE DEVELOPMENT OF STRATEGIC ENROLMENT MANAGEMENT FOR UNDERGRADUATE UNIVERSITIES IN YUNNAN PROVINCE

บทคัดย่อ

In China, higher education is under increasing pressure to meet regional labor market needs while maintaining equity and quality. Recent university enrolment reform has increasingly emphasized diversified, data-informed, and student-centred approaches. As a result, Strategic Enrolment Management (SEM) has become a core governance mechanism. However, existing national enrolment policies provide broad policy direction, but do not fully address the province’s differentiated development conditions. This study aims to examine how SEM is implemented in undergraduate universities of Yunnan and proposes a SEM model for Chinese higher education governance. A mixed-methods approach was employed, collecting quantitative data from 549 administrators and teachers across 28 universities, and qualitative data from 17 key informants through in-depth interviews and a Delphi validation process. Data were analyzed using descriptive statistics, Exploratory Factor Analysis (EFA), and thematic analysis.

The EFA identified six dimensions of the SEM model: (1) optimization of enrolment organisational structure, (2) enrolment publicity strategies, (3) formulation of dynamic enrolment plans, (4) development of an enrolment information platform, (5) diversified enrolment selection criteria, and (6) post-admission engagement activities and follow-up services. The study proposes a SEM model that connects governance with university planning, digital technology, student support, and educational outcomes. It strengthens equity and quality in undergraduate education in Yunnan.