试论孔子学院的品牌塑造

Simple Analysis on Brand Building of Confucius Institute

作为汉语国际推广主要载体的孔子学院,从孵化阶段步入成长阶段,在世界各地的基本布局已初步形成。准确地定位,从而提升品牌形象和品牌价值,是孔子学院在海外站稳脚跟、实现可持续发展的关键。从英国文化协会、法国的法语联盟、德国的歌德学院等世界各主要语言推广机构的成功经验来看,品牌效应对语言传播具有积极影响。塑造孔子学院的品牌效应,必须从自身发展、外部环境和品牌价值三个方面入手,并注重质量、个性化、创新的品牌战略组合。

Developing from the state of being incubated,the basic layout of Confucius Institute has been formed around the world.Accurating position so as to enhance brand image and value which is the key for Confucius Institute to holding a firm foothold overseas and achieving sustainable development.From the successful experience of the most famous language institutes in the world（British Council,Alliance Francaise,Goethe Institute,etc）,we can see that the brand effect promotes language spreading greatly.The brand building of Confucius Institute need to be proceeded from three aspects including self development,external environment and brand value.Meanwhile,the strategy portfolio of quality,creativity and individuality is emphasized.