Study On Chinese International Promotion And Strategies Of Domestic Higher Educational Institutions

The international promotion of Chinese is of great strategic significance.It is not only to teach the language and spread the culture,but also to serve the long-term development of the country,to announce the friendly message of China’s peaceful rise to the world,and to build a bridge of friendly communication through the influence of language and culture,so that people of the world can better understand China’s institutional choice,traditional values,and the concept of "harmony but difference,beauty and common",and thus to enhance the country’s soft power.Having the common points and complementarity with the Chinese international promotion,domestic higher educational institutions undertake the mission to promote Chinese to the world and play irreplaceable important roles.Under the background of "Chinese boom" and the construction of the Belt and road,how should higher educational institutions understand their internal relationship with the Chinese international promotion from their own perspective;how should higher educational institutions make full use of their unique advantages to participate in the Chinese international promotion,and take up their mission and responsibility of cultural inheritance and innovation;how to make a long-term plan and overall arrangement from a strategic perspective,and take positive and effective measures;are urgent problems to be solved,This paper lays a solid foundation with theoretical research,and based on historical dimension,practical dimension and comparative dimension,it uses SWOT situation analysis,case analysis,interview,questionnaire survey and other research methods to carry out the research.This paper begins with the theoretical level and focuses on three aspects.First,clarifying four groups of important relationships in the Chinese international promotion in higher educational institutions,namely,the relationship between language and culture,the relationship between Chinese international promotion and social economy,politics and culture,the relationship between Chinese international promotion and Chinese education,and the relationship between domestic higher educational institutions and Chinese international promotion,in order to explain from the external environment,internal key elements and other levels,so as to clarify the positioning of the Chinese international promotion in the national strategy,the important role of higher educational institutions in the Chinese international promotion,and the internal relationship between language,culture,Chinese education and the Chinese international promotion.Second,using the research idea of strategic management,proceeding from the analysis of the key steps in the process of strategic management,building an analytical framework to study the Chinese international promotion in higher educational institutions,so as to provide theoretical support for the subsequent analysis of the Chinese international promotion in higher educational institutions by using SWOT method.Third,summarizing and putting forward the theory of Chinese international promotion circle.According to different groups,countries and usage of Chinese promotion,different circles are divided to provide a theoretical basis for the subsequent targeted layered and accurate promotion strategy.On the basis of theoretical research,this paper studies the Chinese international promotion in higher educational institutions from historical dimension,practical dimension and comparative dimension.The historical dimension focuses on ordering the history of Chinese international promotion and the development process of Chinese international promotion in higher educational institutions.The purpose is to lay a solid foundation for follow-up research,because only by understanding the past can we better study the present and look forward to the future.The practical dimension focuses on the in-depth analysis of the current situation,problems and specific practice of the Chinese international promotion of in higher educational institutions.This paper takes four higher educational institutions with prominent characteristics in Fujian as the object of case studies,namely,the co-construction of Confucius Institutes mode in Xiamen University,the training local Chinese teachers mode in Fujian Normal University,the Chinese education mode of Huaqiao University and the mode of sending teachers and volunteers in Quanzhou Normal University.This paper systematically summarizes the working mode,specific role,working characteristics and development ideas of the four higher educational institutions in the cause of Chinese international promotion.The comparative dimension focuses on the analysis of the experience of international promotion of English and French.Through the study of language promotion policies and institutions in Britain,the United States and France,it summarizes and abstracts the useful experience and enlightenment that can be used for reference in the Chinese international promotion.Based on the research of theory and practice,this paper takes the strategic management theory as its foundation.This paper uses the SWOT method to analyze the development environment of the Chinese international promotion in higher educational institutions from the internal development environment and the external development environment.This paper puts forward the strategic objectives,strategic regions,strategic tasks and strategic implementation measures of the Chinese international promotion in higher educational institutions.The strategic objectives of Chinese international promotion in higher educational institutions are divided into short-term goals and long-term goals.The short-term goal is to serve the "going global" strategy of language and culture,make good use of the carrier of language teaching,establish platforms for elucidating Chinese excellent culture,and enhance the communication with the educational and cultural circles of other countries.It is also to promote connotation and build the brand of Confucius Institute,transport compound talents for international promotion of Chinese,carry out language and culture exchange activities in various forms,provide strong intellectual support and guarantee of teaching and research for Chinese international promotion,and actively practice the functions of higher educational institutions’ culture inheritance.The long-term goal is to make use of the positive practice of Chinese international promotion in higher educational institutions to continuously serve the national strategy and national diplomacy of language and culture.It is also to dilute the governmental involvement of Chinese international promotion and construct a good development environment,so as to shape the national image in silence,upgrade the international reputation of Chinese language in communication and cooperation,promote the national soft power in enhancing friendship,so as to play an irreplaceable role of higher educational institutions in national development and rejuvenation.The strategic task of the Chinese international promotion in higher educational institutions is to take the strategic objective as its point and carry out layered promotion strategy.It should focus on constructing Confucius Institutes,cultivating excellent teacher teams of Chinese international education,improving security system,integrating historical advantages of Chinese education,innovating promotion forms,and formulate specific strategic implementation measures,so as to promote the sustainable development of Chinese international promotion in higher educational institutions and serve the "going global" strategy of language and culture.There are six strategic measures that domestic higher educational institutions need to take:first,focusing on "Chinese+" to build a practical cooperation supporting platform through Confucius Institute;second,relying on majors to develop excellent teaching teams of Chinese international education;third,integrating resources and improving the solid guarantee system for Chinese international promotion;fourth,integrating development and bring into play the advantages of historical accumulation of overseas Chinese education;fifth,providing accurate services and implementing hierarchical promotion strategies for different countries;six,being innovative to make good use of the "Internet+"so that Chinese can be used all over the world.There are five realistic paths for Fujian higher educational institutions to carry forward the Chinese international promotion basing on culture.First,strengthening cultural confidence and dedicating to Chinese international promotion during the 14th Five-Year Plan.Second,building a solid cultural foundation and cultivating outstanding Chinese international education teachers.Third,making the most of cultural advantages and building a sound system of"Chinese+culture".Fourth,turning to cultural promotion and optimizing the communication mode of"Internet+Chinese".Fifth,maintaining cultural links and focusing on serving Chinese education in neighboring countries.Encountering the unexpected epidemic of COVID-19,Chinese international promotion is facing new situations,such as organizational reform,ideological transformation and promotion form changes etc..This study proposes that in the post-epidemic era,domestic higher educational institutions should also make quick response.First,the online teaching during the epidemic period should be transformed into the new normal in post-epidemic period;second,teachers should be strengthened online teaching ability by means of online training;third,the multi-level education service function of "Chinese+" should be fully used;fourth,more efforts should be taken toward Chinese international promotion in specific cooperation regions;and fifth,more measures should be taken to improve the quality and efficiency of Chinese education for international students.