Entry Modes into the ASEAN Digital Education Services Market: A Case Study of an Online Vocational Education Platform from Yunnan, China 

Yang  Zizhou  Xiang Guangfu^{（corresponding author）}

Qujing Normal University, Qilin District, Qujing City, Yunnan Province China, 655011;

Abstract: Amid the dual context of the Belt and Road Initiative (BRI) and rapid regional digital transformation, the ASEAN digital education services market presents significant strategic opportunities. Yunnan, serving as a gateway between China and the regions of South and Southeast Asia, occupies a pivotal role in this cross-border educational landscape. The internationalization of Yunnan-based online vocational education platforms provides a representative case for examining innovative market entry strategies in educational services trade. This study systematically analyzes the ASEAN market environment and identifies the principal challenges faced by these platforms. It further evaluates the suitability of three primary entry modes—export, contractual, and investment—through a comparative case-based approach, and develops a phased operational strategy tailored to platform-specific resources and capabilities. By bridging international business theory with empirical local practice, the research contributes both theoretically and practically to the discourse on vocational education internationalization, offering actionable insights for policymakers and education providers seeking to expand into ASEAN markets.

Keywords: Digital education; ASEAN; Vocational education internationalization; Cross-border education; Yunnan online education platform

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