Research Of Current Status And Marketing Strategy Of Chinese International Education Market

Nowadays,the trend of World multi-polarization,Economic globalization and Cultural diversity are more and more prominent.The competition of Comprehensive national strength included not only economic,national defense and other hard power competition,but also the Soft power of culture.Under such circumstances,the international communication of culture becomes more and more important.In 2015,a survey to 24,000 people of the world by BBC World Service of UK showed that the integrated image and popularity of China ranked only thirtieth around the world.Therefore,the Go Global strategy of Chinese culture becomes particularly urgent.Language is the Carrier of culture and it's also the core and the most basic part of culture system.The international communication of language has become the magic weapon to enhance the soft power of culture and to compete for the international discourse right.In China's Going Global Strategy,Chinese has become the important tool to the world to understand China.China must strengthen the international communication of Chinese.Let the world know more and accept China.Let China better integrate into the world.This paper,based on the relevant literature both at home and abroad,systematically studied the current status of the Chinese international education markets from domestic and foreign,as well as from three aspects of The World Confucius Institute,domestic universities and domestic training institutions of Teaching Chinese as a Foreign Language.This paper applies the theory of SWOT to analyze the advantage,disadvantage,opportunity and threaten of Chinese international education market.At the same time,it introduces the theory of marketing,and points out the importance of marketing strategy.The paper,combining with the classic "4Ps" marketing theory,illustrates the promotion of product,price,distribution and promotion strategy on the development of Chinese international education market.In addition,the paper points out that there are some problems in Chinese international education market,and indicates the urgency and necessity of implementing the marketing strategy in Chinese international education market.At last,this paper put forward some reasonable comments and suggestions to Chinese international education market from the perspective of marketing and three aspects of The World Confucius Institute,domestic universities and domestic training institutions of Teaching Chinese as a Foreign Language,to promote the healthy and sustainable development of Chinese international education market.