STRATEGIC HUMAN RESOURCE MANAGEMENT (“IMPLEMENTATION IN SMIU”)
GOETS Introduction
1. Service & Marketing Platform
For International Educators
GOETS’ Approach To Serve
International Educators & Worldwide
Overseas-educated Chinese
2. Global Overseas-Educated
Talent Services (GOETS)
“To be the number one and natural
choice of education professionals to
promote international education,
training, exchange and advancement
of Chinese students and professionals.”
3. GOETS
• Officially launched on
Dec 16, 2008
• Honorary Chairman – Mr.
Han Qide, Vice Chairman
of People’s Congress of
China
• 500K+ registered
members
• A portal to all other
GOETS services and
functions
5. Organization Structure
Honorary Chairman Board of Governors
Administrative Council Advisory Board
Global Overseas-educated Talents Services
Executive Office
LX AID Returnees Jobs Returnees Friends Returnees Home
IEOCN
6. Leadership
• Honorary Chairman: Mr. Qide Han - Vice Chairman of China National People’s Congress (NPC)
• Honorary Vice Chairman: Mr. Xinsheng Zhang - the Director General of Bureau of United Nations
Educational, Scientific and Cultural Organization (UNESCO); the formal Vice Minister for Minister of
Education, China
• Board of Governors:
• Chairman of the Board: Mr. Jieyan Chen - Deputy Secretary General of Western Returned Scholars
Association; the first Secretary General of China Overseas-Educated Scholars Development Foundation
• Executive Chairman: Dr. Robert Zhang, Senior Advisor of China Overseas-Educated Scholars
Development Foundation
• Governor: Mr. Weimin Tang, Director of Shanghai Overseas- Educated Talents Exchange Center
• Governor and Secretary: Ms. Hong Zhu, the Deputy Secretary General of China Overseas-Educated
Scholars Development Foundation; the Deputy Director of Western Returned Scholars Association
• Deputy Secretary: Mr. Kejian He
• Administrative Council:
• Director: Mr. Jieyan Chen
• Executive Director: Dr. Robert Zhang
• Deputy Director: Mr. Weimin Tang
• Deputy Director and Secretary: Ms. Hong Zhu
• Deputy Secretary: He Kejian
• Executive Office:
• President: Dr. Robert Zhang
• Vice President Corporate Relations: Mr. Keith Wootan
• Vice President Operation: Mr. Yue Liu
• Vice President Marketing: Mr. Chibin Lu
7. Advisory Board
• Mr. Steven Milovich, Senior Vice President, Disney
• Mr. Henry Low, COO, Amazon China
• Dr. Zhijian Fan, CEO & President, Nokia Siemens Network (Shanghai)
• Mr. Joe Zhou, CEO & President, Eaton China
• Mr. Charles Mah, Senior Vice President, UT Starcom
• Mr. Mike Liu, Vice President, Alcatel-Lucent China
• Ms. Moon Xia; Vice President, Teleplan
• Mr. George Wu, General Manager, Meon China
• Mr. Leo Lu, General Manager, Office Depot China
• Ms. Mary Han, Formal HRD, GE China
• Ms. Nina Liu, Managing Director, SPX Asia Pacific
• Dr. L. Hyatt, Associate Professor, College of Education and
Organizational Leadership, University of La Verne
• Ms. Eliza Kwok, Country Managing Director (China Region), SOS
International
8. History
• December 2007, Two special funds
established with China Overseas-
educated Scholars Development
Foundation (COSDF)
• GOETS officially launched in Dec 16, 2008
• Returnees Social Network launched in
February 2009
• Charitable E-shopping launched in March
2009
9. History (Cont.)
• Returnees Friends launched in May 2009
• International Exchange of China (IEOCN)
launched in June 2009
• Returnees online Job launched in
December 2009
• LX AID (LX stands for study abroad)
launched in March 2010
• GOETS on campus
10. Targeted Customers
• International education institutes and
educators
• Chinese Students who are going to study
abroad
• Chinese Students who are currently studying
abroad
• Returned Chinese who had overseas
education/working experience
• Foreigners who are currently working,
studying, and living in China
11. Many Solutions, One Partner
• Prepare, recruit, manage, and advance
Chinese students to study abroad
• Serve, support, and help Chinese students
study, work, and live abroad
• Design, develop, and implement international
exchange programs for Chinese students
• Re-localize returned Chinese in China
• Develop and implement marketing strategy,
promotion, and government & customer
relationship for international education
institutes
13. LX AID
• LX AID (LX stands for
study abroad) launched in
March 2010
• The first Non-profit and
DIY service in industry
• Sophisticated technology
and data applied
• Integration of information,
tool, and knowledge
14. Our Approach
• Enable our students to be prepared
• Recruit based on matching students with
international education institutes
• Manage the application and pre-departure
processes
• Retain and advance students by working
closely with international education
institutes
15. Hear What US Higher Education
Colleagues Say About LXAID
Today more than ever public universities need additional revenue to offset state budget
reductions. In light of China’s booming economy many Chinese families have sufficient
amounts of discretionary money to support a child’s higher education in America, Australia,
or Great Britain. LX Aid can assist your institution tap this market through their unique
access to the secondary school system in China.
If you are skeptical about an invitation to explore student recruiting in China you are wise.
During the many years I was the Director of the International Center at Utah Valley
University (formerly UVSC) in Orem, Utah, I was bombarded with solicitations from agents
in China, many of whom were of questionable integrity. LX Aid is very different. As a non-
profit organization sponsored by the Chinese Central Party the LX Aid has extraordinary
access to the Chinese student market. As one who has been a student of Chinese history
and politics for over forty years (and a university faculty member both in the U.S. and in
China) I assure you that the CCP “pulls significant strings” in both secondary and higher
education in China. “Or as a People’s University professor recently told Richard McGregor,
author of The Party, and a long time China correspondent for the Financial Times: ‘The
Party is like God. He is everywhere. You just can’t see him.’”(Foreign Policy,
September/October 2010, p. 146.
….Boyd H. Bauer, Ph.D.
School of International Service, American University, Washington, D.C.
LX Aid Director of University Relations
17. A Natural Service Platform
• Services offered by 3rd party providers via
our network, i.e., insurance, SOS, housing,
travel, etc.
• Direct connection to work with over 1000
Chinese Students and Scholars
Associations abroad
• Job placement via Returneesjobs.org
• A special social network and dating
services
18. Design, Develop, and
Implement
International Exchange
Program for Chinese
Students
20. • A functional site to host
international exchange
programs
– Summer Camp
– Travel and work
– Summer credited class
– Internships
• It is a platform to bridge
service providers and
potential Chinese
students
• Integration of
technology and MGMT
22. • Help returned Chinese to
– Find a job, start business, make
friends, live happily
23. Develop and Implement
Marketing Strategy, Promotion,
and Government and
Customer Relationship for
International Education
Institutes
24. • A unique strategy to integrate marketing
promotion and CSR
• Effective China market penetration and
promotion by utilizing the resources from
government, NPO, education institutes and
corporations
• Exclusive on-campus media resources to
access to millions of Chinese students
efficiently
• Integrate MGMT and advanced technology
to ensure the success of the project
implementation
26. Summary
• A high school direct sales channel to cover
all middle and high schools in China
• On-campus Bill Board in more than 200
major universities in over 15 major cities
• On-line BBS advertisement controls for
over 220 major universities in China
• GOETS on Campus Work Station in each
major universities and high schools in
China
27. Established Mid- and High-School
Direct Sales Channel
• More than 1000 direct sales
• Sales live all over different places in China
• Cover schools in county level and above
• Proven track record of recruiting and
product/service promotion
• Established relationships with principles of
almost all of the mid- and high-schools in
China
28. Number of Campus and Students Covered in
Each Major City --- On Campus Bill Boards
Number of Universities Number of University Number of High Schools Number of High School
City
Covered Students Covered Covered Students Covered
Beijing 45 500,000 105 472,500
Tianjing 11 100,000 52 234,000
Shanghai 30 400,000 110 495,000
Nanjing 17 200,000 83 373,500
Hangzhou 20 300,000 98 441,000
Guangzhou 25 300,000 97 436,500
Shenzhen 2 40,000 56 252,000
Zhuhai 1 10,000 25 112,500
Chengdu 20 250,000 83 373,500
Chongqing 15 200,000 87 391,500
Shenyang 15 170,000 84 378,000
Wuhan 15 160,000 89 400,500
Xian 18 160,000 78 351,000
Total 234 2,790,000 1,047 4,711,500
Cover more than 7 million students in China
29. University BBS information
Users from
Number 211 school
of 211 registered
Schools total Users from
(5,338,675)
(76) number other
of Schools
Schools registered
(227)
(10,729,990
)
Cover More than 12 million current college
students in China
30. BBS in BJ, SH and GZ
Number of
Number of
Number of registered
registered
211 users from
Total users from
Schools 211 schools
number of other
(32) (2,345,476)
schools schools,
( 64) (3,914,919)
Morn than 4 million college students
covered in BJ, SH and GZ cities
32. Some Examples (Online BBS)
• More than 220 University
online BBS
• Cover more than 12
million students
• 30K daily average view
pages/site
33. GOETS on Campus Work Station
• Nationwide on-campus student
organization
• Support student activities on campus
• Support GOETS overall business and
strategies
• Carry out and support GOETS on-
campus events
40. Integrated Promotion Strategy
• Meaningful contents – NPO, charity
events/stories, etc.
• Creditable government support, i.e.,
www.donation.gov.cn
• Strategically partnered with many well-
known media resources
– Titan24.com
– Sohu.com
– Music Radio China
– Etc.
41. Successful Integration
• For Chinese students as our customers
– In three different stages
– Most of our services can share our customers in
different stages
• Guide service providers to develop relevant
products/services
• Integration of business with chartable
events/services
• Integration of government resources
42. Integration Benefits
• One brand to all customers
• Reaching out to students faster, and more
efficiently
• Reduces the level of effort, while increasing
communication flow for all parties
• Higher value for all of our customers
• Better Customer retention
• New types of customers generation, i.e.,
parents, relatives, and friends, etc.
• Shared marketing and promotion expenses
43. Questions
• Visit our Web site at www.returnees.org
for more information on all of our services
• Email Robert Zhang, Executive Director of
GOETS at robert@cosdf.org
