Researches Of Promotion Strategies In Promoting Chinese Language In Southeast Asia In The View Of Economics

As economic exchanges between China and Southeast Asia become increasingly frequent, the Chinese language has developed greatly in those areas and promotion strategies of Chinese have drawn more attention than ever before. However, owing to the lack of support and guidance of necessary theories over a long period of time, the promotion strategies that were made are not very scientific and rigorous. Based on this background, the writer utilizes linguistic economics and global marketing theories as the theoretical foundation in a cross-discipline research on promotion strategies. The strategies are based on the idea of the Chinese language being a "cultural product" and target the markets in Southeast Asia. Sampling surveys on the goals and motivations of studying Chinese for Southeast Asian students in Yunnan University was conducted over the course of the research. These surveys serve as the practical support for Chinese promotion strategies.After conducting surveys as well as theoretical researches, the author combines these two aspects and introduces them into the formulation process of Chinese promotion strategies in order to guarantee that the strategies are rational, are based on facts, and are scientifically sound. Basing Chinese promotion strategies on International Marketing theories prove to have immense research value. This is also where the innovation of this paper lies. The paper emphasizes on innovatively formulating Chinese promotion strategies in Southeast Asia by combining theories of language promotion and economics, and locating the convergence of these disciplines.The author hopes that this paper and its researches can provide relevant departments with useful advice while formulating Chinese promotion strategies, as well offer a reference and possibility for further cross-discipline studies.