国际中文教育品牌传播力提升的实践进路  

International Chinese Language Education Branding in a Cross-cultural Perspective:Definition,Development and Practice Approach

作　　者：乐琦[1] 陈晨[1] YUE Qi;CHEN Chen(Institute of Communication Studies/Center of Teaching Chinese to Speakers of Other Languages,Communication University of China,Beijing 100024)

机构地区：[1]中国传媒大学汉语国际教育中心,北京100024

出　　处：《陕西师范大学学报（哲学社会科学版）》2024年第6期145-154,共10页Journal of Shaanxi Normal University(Philosophy and Social Sciences Edition)

基　　金：教育部中外语言交流合作中心重点项目“国际中文教育系列品牌创新与传播力研究”(21YH068);中国外文局国际传播人才研究课题“国际中文传播的现状与发展前景研究”(24GCRCYJ-02)。

摘　　要：国际中文教育在从“走出去”到“走进去”的进程中,在高质量发展与跨文化传播的联合驱动下,进入创新发展新阶段,国际中文教育品牌为此提供了发展的视角与实践进路。国际中文教育品牌致力于向世界讲述中国故事,是切实加强中文国际传播能力建设的有益路径,相关品牌的发展取得显著成效,但存在着国内外传播效果不一、跨文化差异等问题。跨文化视域下国际中文教育品牌的发展,应立足现实、面向未来,以智慧化发展赋能品牌成长,实现从中文国际传播者到全球中文触达者的连接;从跨文化主体到情感共同体的凝聚;从国际中文教育品牌到国际中文教育品牌化的建构,进而促进国际中文教育品牌价值的持续增长,开启国际中文教育品牌发展的新阶段,进而实现国际中文教育的跨越式发展。In the process of‘going out’to‘going in’,international Chinese language education has entered a new stage of innovative development driven by high-quality development and cross-cultural communication,and international Chinese language education brands provide theoretical perspectives and practical approaches.International Chinese language education brands are committed to telling Chinese stories to the world,which is a useful way to strengthen the international communication capacity of the Chinese language,and the development of related brands has achieved remarkable results.Still,there are problems such as inconsistent communication effects at home and abroad and issues of cross-cultural differences,etc.The development of international Chinese education brands from a cross-cultural perspective should be based on reality and future-oriented,empowering brand growth with intelligent development,realizing the connection from international Chinese communicators to global Chinese reachers,the cohesion from cross-cultural subjects to emotional communities,and the construction from international Chinese education brands to international Chinese education branding,promoting the sustained growth of the value of international Chinese education brands,and opening up a new stage of the development of international Chinese education brands,and thus achieving the leapfrog development of international Chinese education.It will promote the continuous growth of the brand value of international Chinese language education,open a new stage in developing the international Chinese language education brand,and then realize the leap-forward development of international Chinese language education.

关 键 词：国际中文教育 教育品牌 跨文化传播 

分 类 号：H195[语言文字—汉语]