国际中文线上一对一教学:STP市场分析与政策规划建议  

One-on-One Online Teaching for International Chinese Language Learners:STP Market Analysis and Policy Recommendations

作　　者：王祖嫘[1] 李雅竹 WANG Zulei;LI Yazhu

机构地区：[1]北京外国语大学中国语言文学学院

出　　处：《语言政策与规划研究》2024年第2期182-194,210,211,共15页Journal of Language Policy and Language Planning

基　　金：教育部中外语言交流合作中心2021年度国际中文教育研究课题重大项目“国际中文在线教育模式研究”(项目编号:21YH08A)的阶段性研究成果。

摘　　要：STP理论作为市场营销学的重要理论,包括市场细分、目标市场选择和市场定位三要素。根据该理论框架,本文从近三年国际中文教育硕士的毕业论文中穷尽性统计出70个线上一对一教学案例,在数据提取和整合的基础上,对国际中文线上一对一教学进行了深入的STP市场分析。研究发现了线上一对一教学在成年人和未成年人中的市场细分,并归纳了五项市场特征。线上一对一教学的目标市场应锁定海外华裔青少年、社会精英及高校中文精英项目,市场定位突出精英型、个性化特点。未来政策规划应立足市场发展需求,重点解决准入制度和平台服务、人才培养模式创新,跨界合作机制构建和领域语言治理等问题。STP theory,an important theory in marketing,consists of three key elements:Segmentation,Targeting and Positioning.By adopting this theoretical framework,this study conducts a comprehensive STP market analysis of one-on-one online teaching in international Chinese language education.The analysis is based on an exhaustive review of 70 case studies of one-on-one online teaching extracted from master's theses on international Chinese language education over the past three years.The study identifies market segmentation between adult and minor learners and summarizes five key market characteristics.The target market for one-on-one online Chinese teaching should focus on overseas Chinese youth,social elites,and participants in elite university Chinese programs,with a market positioning that emphasizes elite and personalized features.Future policy planning should align with market development needs,addressing issues such as entry regulations and platform services,innovation in talent cultivation models,the establishment of cross-sector cooperation mechanisms,and language governance in specific domains.

关 键 词：一对一教学 线上教学 STP市场分析 国际中文教育 政策规划 

分 类 号：G434[文化科学—教育学] H195.3[文化科学—教育技术学]