定位理论视角下孔子学院品牌发展策略

The Brand Development Strategy of Confucius Institutes from the Perspective of Positioning Theory

孔子学院历经16年发展,虽然在规模上取得了巨大成就,但依然持续面临着国际舆情的诽谤与攻击。目前在海外发生的孔子学院关闭浪潮,表明其在国际舆情中面临的合法性危机亟待解决。本文通过对孔子学院发展现状的梳理,认为孔子学院功能定位复杂、不清晰,是造成国内外双方对孔子学院功能、目标产生误解的原因之一,也是孔子学院在长期发展过程中效益不明显的主要原因。"缺乏适当定位"已成为孔子学院在海外发展中的"瓶颈"。定位理论阐述了"定位"观念的产生及定位的方法原则,依据这些原则打造品牌形象,从而得到需求方的心理认同。孔子学院想要获得海外团体和民众的心理认同,首先是厘清孔子学院品牌已有的定位现状,其次是明确其想要达到的定位目标,最后是通过定位法则打造孔子学院目标品牌形象。

During the past 16 years of development,the Confucius Institute has made great achievements in scale,but it still faces slanders and attacks in theglobal public opinions.The current closure wave of Confucius Institutes overseas shows that the Confucius Institute is facing a crisis of legitimacy in the global public opinions,which urgently needs to be resolved.Through sorting out the development status of Confucius Institutes,this paper believes that the complex and unclear functional positioning of Confucius Institutes is one of the reasons for the misunderstanding of the functions and goals of Confucius Institutes both at home and abroad,as well as the main reason why the benefits of Confucius Institutes are not obvious in the long-term development process."Lack of proper positioning"has become the bottleneck of Confucius Institutes’overseas development.Positioning theory explains the generation of the concept of"positioning"and the principles of positioning methods,according to which the purpose of a brand image is to get the psychological identification from the demand side.In order to gain psychological recognition from overseas groups and the public,the first step is to clarify the existing positioning status of the brand of Confucius Institutes,and the second step is to define the positioning goal it wants to achieve and then build the target brand image of Confucius Institutes through positioning rules.