一带一路沿线孔子学院有限市场化路径研究:新东方模式的借鉴与启示

On the approaches to limited marketization for Confucius Institutes along the Belt and Road:Implications of the New Oriental Model

一带一路倡议为孔子学院发展带来新的机遇和挑战,在适应外部环境的同时,孔子学院自身的运行模式也应顺势完善,借助市场的手段提升运行效率和效果是其中一项重要内容。教育机构有其自身特征,只能在尊重教育发展规律的前提下进行有限的市场化。通过对新东方模式的案例研究,总结其在经营理念、产品与服务、人力资源管理、外部关系和组织架构等5个方面的市场化策略,提出孔子学院有限市场化的路径:1.整合汉语学习者和沿线投资企业两类目标群体需求;2.根据沿线经济社会现状细分目标市场,提供差异化的产品和项目;3.建设具有区域经验的职业化管理队伍和教学队伍;4.培育和固化无形资产,建设知识管理系统;5.打破沿线地域壁垒,促进区域资源和资本流动;6.优化组织架构,支撑孔子学院系统内部企业化运作。在此基础上,提出办学主体市场化、专业资源市场化和产品服务市场化是孔子学院有限市场化及其研究的主要方向。

The Belt and Road Initiative brings new opportunities and challenges to the Confucius Institute(CI).While adapting to the external environment,the existing CI operation mode should also be improved.To improve operational efficiency and effectiveness based on the market is one of the important contents.Because educational institutions have their own characteristics,they can only carry out limited marketization based on the law of educational development.This case study reveals five market strategies of the New Oriental:business idea,products and services,human resource management, external relations and organizational structure.Then,the paper proposes the following approaches to limited marketization for Confucius Institutes:1.Integrating the needs of Chinese-language learners with those of the companies along the Belt and Road;2.providing differentiated products and projects through a clear division of the markets according to the current socio-economic status along the Belt and Road;3.constructing a professional management team and teaching team with rich regional experience;4.trying to obtain and solidify intangible assets and then build the knowledge management system;5.aiming to break down geographical barriers and promote the flexible flow of regional resources and capital;6.optimizing the organizational structure and supporting the internal corporate operation of the CI.With this,it is proposed that the marketization of the main institutes,the marketization of professional resources and the marketization of products/services are the main approaches to the limited marketization of the CI and its research.