Based on the higher education reform experience in Taiwan, this research elucidates the conditions for the marketization of universities. It draws on critical discourse analysis to explore power relations between higher education, society, and the government and suggests that the university has always been considered a valuable resource for state development. By analyzing the heterogeneity of discourses used in official documents and the academic literature, this research identifies the social contradictions that triggered the education reform movement in the 1990s, including humanistic resistance against economic utility, educational inequality, and demand for academic autonomy. Neoliberalization in higher education is shown as a contemporary model for mobilizing academic resources in indirect but effective ways, with the aim of mapping both neoliberal practices in Taiwan and their connections with the global trend of marketizing higher education.