孔子学院“市场化”运作战略分析

Analysis of Operation Strategy of “Marketization”of Confucius Institute

如何与市场有机结合是孔子学院发展的重大问题。孔子学院可持续发展的最根本、最基础的路径是符合中国国情和国际需求的市场化发展模式。孔子学院未来的发展趋势以及中华文化传播的国际化程度都取决于市场化的施行与否,而其他相关对策都只是辅助孔子学院可持续发展的工具,包含在市场化的程序之中。所以,只有坚持"市场化"的根本出路,制定切实有效的战略规划,加强国外媒体的媒介形象塑造功能和舆论导向作用,才能最终减轻阻碍因素的影响,实现孔子学院国际战略意义的最大化。

How can market and Confucius Institute be organically integrated with each other is a major issue for the development of Confucius Institute. The fundamental and basic path is to establish a model which is in ac- cordance with China＇s national situation and meet the international market demands in order to achieve the sus- tainable development of Confucius Institute. The future development of Confucius Institute and international spread of Chinese Culture mainly depends on ＂marketization＂, and other relevant countermeasures are just pla- ying auxiliary role in the sustainable development of Confucius Institute during the process of marketization. Therefore, it is essential to adhere to ＂marketization＂ and to formulate effective strategic planning in order to ul- timately reduce the impact of impediments. It is still vital to strengthen the image-building function of foreign media and to give full play to public opinion guidance so as to maximize the international strategic significance of Confucius Institute.