Exploring the Dynamics of Brand Communication for 'Study in China' from Demand View

As a localized brand of international study in China, the development and dissemination of 'Study in China' has strongly promotes the improvement of the training quality of international students, as well as the level of educational internationalization. From demand view, the diversified development needs of international students have created a unique education field. The internal driving force mechanism formed on the basis of the three dimensions of learning motivation, experience motivation and employment motivation deeply affects dissemination of the brand. Based on the questionnaire data of international students from more than 20 universities in China, the study conducted an in-depth research on the dynamic mechanism of brand communication for 'Study in China' through multiple regression analysis, explaining how the behavioral motivation of international students influences the brand communication. 'Study in China' needs to enhance its core competitiveness according to students' actual demands, improve the communication of Chinese national image and promote the construction of international discourse system by optimizing education services, enriching content and improving education quality.