中文教育品牌建設

來自中國、美國、俄羅斯、英國、澳大利亞、加拿大、意大利、德國、波蘭、烏克蘭等國的33 位發言人進行了深入探討，現場觀眾累計超過320 人。

工作坊1. “漢語橋”項目的優化發展

來自美國孔院的兩位外方院長陳祖言和張永齡分享了各自學員培養和推選漢語橋比賽選手的經驗，指出“漢語橋”大、中學生中文比賽有效地促進孔子學院的漢語教學，開拓了選手的國際視野、培養了全球思維、進一步激發了學生的學習興趣，為促進中外各領域交流儲備了新一代人才。

湖南電視臺制片人劉建立認為，“漢語橋”比賽結合電視媒介，實現了寓教于情、寓教于景、寓教于樂，搭建了世界青年友好交流的平臺。2013 年總冠軍澳大利亞的貝樂泰，參賽后在紐約聯合國總部用中文表達了多元文化對世界與個人重要性的主題演講；2014 年總冠軍巴西的施茉莉成為央視當年的巴西世界杯轉播特別解說員。

孔子學院總部駐泰王國事務代表王會昌隨即介紹了首批試點的“漢語橋”俱樂部泰國站的成立背景和即將開展的一系列線上線下活動。

工作坊2.新漢學計劃的拓展與提升

美國內布拉斯加林肯大學前校長Harvey Perlman、佐治亞州立大學孔子學院外方院長Kimberly Griffin Henshaw、蒙古國立大學孔子學院中方院長朱軍利在發言中均提到，新漢學計劃拓寬了青年學者的學術視野，提升了專業人才的實踐能力，加深了他們對全球化環境下的中國的理解，而這些對中國與各國之間的人文交流產生深遠影響。Perlman 教授指出，中美法學對比的專項研修非常注重學術品質，融合中美各自學術傳統，在師資匹配和課程設置上對學生具備很大的吸引力，參與學生不但獲得知識和經驗的提升，還可以獲得法學院學分。這一項目得到了其他一些美國法學教授以及律師協會的認可。

四川大學副校長晏世經提到，新漢學項目的博士生多擁有世界一流大學的研究背景，通過他們帶來的獨特研究方法及視角，與國內導師團隊和青年學者進行交流與碰撞，對提升整個學科的研究水平有很大的促進作用。

德國漢堡大學孔子學院外方院長康易清與中方院長李雙志認為復旦大學與德國漢堡大學在新漢學支持下聯合培養雙學位博士，推動了兩?？蒲薪涣骱蛯W術合作，提供了鼓勵優秀青年學者跨界研究的模式，對培養具有國際化學術思維的人才具有積極作用。

北京外國語大學孔子學院工作處處長金利民談到，青年領袖項目為世界不同領域的專業人才提供了學術與文化兼容的深度學習體驗，且高效地促成了實質性的后續合作。北外承辦的“意大利青年翻譯家”項目已初步與外研社、商務印書館等達成20 部書目的翻譯合作意向。

老撾國立大學孔子學院外方副院長李建民以新漢學博士生身份表示，希望各高校能盡早明確博士生的畢業學術要求，同時對由于研究未完成而延期畢業的博士生給予關懷和指導。對此，金利民處長介紹了北京外國語大學新漢學博士生培養的整套支撐體系，包括開展專門的集體活動，培養學生的歸屬感；開設工作坊，為博士生提供中文論文寫作的學術指導；積極推薦學生開展專業講座和授課，鼓勵他們學用結合、以教促學；加強學生的文化社會考察，深度了解中國。

工作坊3.各國中文教育品牌項目分享

加拿大埃德蒙頓孔子學院李偉主任介紹了埃德蒙頓公立教育局的K-12 中文雙語沉浸式教學項目。英國UCL教育學院孔子學院外方執行院長朱曉茗和澳大利亞墨爾本大學孔院外方院長宮正分別介紹了由英國教育部和澳大利亞維多利亞州教育與培訓部倡導，孔子學院積極參與的英國中文培優項目（MEP）和維州青年領袖項目。韓國的金振武院長介紹了韓國大教集團推出、彩虹孔子課堂采用的“全面式”中文教育模式。美國明德中文暑校白建華教授、約旦外方院長Dima Al-malahmeh、吉林大學張廣翠處長分別介紹了各自所在學校推出的中文教育品牌項目。

經過討論，發言嘉賓一致認為打造國際中文教育品牌項目過程中需要注意以下幾點：

1.品牌意味著專業發展和質量保證

建立品牌項目的關鍵是要找準定位，注重根據受眾需求做好做精項目內容建設；設定嚴格標準把好質量關；通過實踐不斷提高和改進服務專業水平，在發展過程中要堅持核心原則，警惕分散聚焦。

2.品牌項目需要持續創新，培育忠實的品牌受眾群體

要重視與項目參與者的互動，打造歸屬感和榮譽感；了解在品牌項目已提供內容外受眾所需要的服務，不斷豐富和更新服務內容。

3.打造品牌項目需要資源集成

與會代表倡議以更加開放的心態，廣泛建立合作，發揮政府、市場、教育機構、智庫、文化藝術機構、NGO等各方力量，集結中外優勢資源，建立廣泛而多樣的支持基礎，共同打造品牌項目。倡導開展區域合作，充分聯動，很多發言人提出了跨國、跨區域的合作方案，分享了資源共享、優勢互補的經驗方法。

此外，韓國大教彩虹孔子課堂外方院長金振武提出設立“漢字紀念日”倡議，建議在全球孔子學院、孔子課堂率先開展“漢字紀念日”活動，進一步促進中文教育在全世界的推廣與普及。

工作坊4.中外雙向文化交流

美國加州大學洛杉磯分?？鬃訉W院外方院長簡·蘇珊Susan Jain 提到，應結合所在大學的資源和院系需求，積極打造電影和藝術項目。她重點介紹了愿景敦煌系列項目，以敦煌為主題，由敦煌元素擴展到環境保護和生態文明領域，用實踐證明雙向文化交流的無限可能。俄羅斯圣彼得堡大學孔子學院外方院長尤麗婭介紹了戲劇主題的系列項目，為中俄戲劇劇目和藝術家提供了交流演出和創作機會，在雙方戲劇界深受認可。日本北陸大學孔子學院中方院長趙煒宏從青少年體育交流的角度，展現了籃球、乒乓球等孔院策劃的中日青少年體育比賽和夏令營項目。

就“如何打造中外雙向文化交流品牌項目”，尼日利亞納姆迪·阿齊克韋大學校長Charles Okechukwu Esimone表示，可持續性的文化交流一定要是雙向的，并提前策劃，保證高質量的內容；同時強調以孔子學院為依托加強青年師生交流深度和頻次的重要作用。約旦安曼TAG 孔子學院外方院長Mamoun Abu Al Sebaa 從企業的視角，提出需要更加開放地拓展合作伙伴關系，整合資源；同時，聘用專業人士策劃和宣傳項目，專門針對文化活動做傳播和公關，使線上線下推廣相結合，保證項目發展和目標群體驗形成良性循環。

就“如何匯聚各方資源共同促進雙向文化交流”，英國蘭開夏中央大學孔子學院外方院長余斐霞提出，在文化交流品牌項目方面，要發揮孔子學院的平臺作用，整合資源促成合作，而不是都由自身生產項目。同時指出，整合資源要關注共同的興趣點和各自的優勢，形成互補關系促成雙贏結果。

美國瓦爾普萊索大學副校長Rick AmRhein 指出，充分了解孔院所在大學和當地資源是必要和易操作的方法，大學的使命之一含有對學生國際多元文化理解力的培養，這與孔院傳播中國文化的使命是相關聯的，這種契合正能助力雙向文化交流項目的開展。開放包容的態度是各方資源合作的保證。

北京市文化和旅游局對外交流與合作處處長楊連霞介紹了“歡樂春節”“北京之夜”等文旅品牌項目，基于與多所孔子學院的已有合作，從資源方代表的角度充分肯定了孔子學院彰顯的平臺作用，以及彼此聯動影響力倍增的潛力，愿意與孔子學院進一步合作。

33 speakers from 17 countries including the United States,Russia, the United Kingdom, Australia, Canada, Italy, Germany,Poland, etc.conducted an in-depth discussion, with more than 320 audiences.

Workshop 1. Optimized Development of the “Chinese Bridge” Project

Chen Zuyan and Zhang Yongling, two foreign directors of the Confucius Institute in the U.S., shared their experiences in training and selecting Chinese Bridge contestants. They also shared the post-match comments and experiences of outstanding players through videos and cases. They pointed out that the“Chinese Bridge” competition for college and secondary school students has effectively promoted Chinese language teaching in the Confucius Institute, opened up contestants’ international vision, cultivated global thinking, further stimulated their interest in learning, and reserved a new generation of talents for promoting exchanges in various fields between China and other countries.

Liu Jianli, Producer of Hunan TV Station believed that combining the “Chinese Bridge” competition with television media has realized the combination of education and emotion,education and scenery, as well as education and fun, which has set up a platform for friendly exchanges among young people in the world. Through this “bridge”, many foreign youngsters have realized their dreams, stepped onto the international stage,and become ambassadors of mutual exchanges between Chinese and foreign civilizations. In 2013, Australian champion Alistair Bayley expressed the theme speech on the importance of diverse culture to the world and individuals in Chinese at the United Nations Headquarters in New York after participating in the competition. In 2014, the champion of Brazil, Monica Cunha Da Silva,became CCTV’s special commentator for the broadcast of the World Cup in Brazil.

11月，正值鹽山分院開業一周年，醫院啟動“醫療精準扶貧、共建健康鹽山”公益活動，其中包括為鹽山縣50歲以上群眾進行免費體檢，做好疾病早防、早診、早治，提高群眾健康意識；為鹽山縣養老院老人、低保戶、五保戶就醫實行醫保報銷、保險理賠后，個人承擔部分再減免50%的優惠政策，等等。

Wang Huichang, the representative of the Confucius Institute Headquarters in Thailand, then introduced the background of the establishment of the first pilot “Chinese Bridge” club in Thailand and a series of online and offline activities.

Workshop 2. Expansion and Promotion of Confucius China Studies Program (CCSP)

Harvey Perlman, Former President of the University of Nebraska Lincoln in the U.S., Kimberly Griffin Henshaw, Foreign Director of the Confucius Institute at Georgia State University,and Zhu Junli, Chinese Director of the Confucius Institute at Mongolian National University, all mentioned in their speeches that the CCSP has broadened the vision of young scholars,enhanced practical ability of professional talents, and deepened their understanding of China in a globalized environment, which has far-reaching significance for cultural exchanges between China and other countries. Professor Perlman pointed out that special study of China-US legal comparison attaches great importance to academic quality, and integrates academic traditions of China and the US, which has great attraction to students in terms of teachers and curriculum setting. Students can not only gain knowledge and experience, but also obtain law school credits. This project has been approved by other American law professors and bar associations.

Vice President Yan Shijing shared Sichuan University’s experience in strictly screening the CCSP instructors, innovating the “Multi-College Linkage” talent training mode, and encouraging students to conduct interdisciplinary research by virtue of its unique research platform and advantageous subjects. In the future, it will also be used to promote a series of translation and research of ancient Chinese famous poems. Yan Shijing,Vice President of Sichuan University, mentioned that from the perspective of Chinese universities, doctoral students of the CCSP are of high level and standard, and most scholars have the research background of world-class universities. Through their unique research methods and perspectives, exchanges and collisions with domestic tutor teams and young scholars have greatly promoted the research level of the whole discipline.

Carsten Krause, Foreign Director of the Confucius Institute at the University of Hamburg in Germany, and Li Shuangzhi,the Chinese director, both agreed with the above views. They believed that Fudan University and the University of Hamburg jointly cultivated double-degree doctorates with support of the CCSP, which promoted scientific research exchanges and academic cooperation between the two universities, provided a model to encourage outstanding young scholars to conduct cross-border research, and played a positive role in cultivating talents with international academic thinking.

Jin Limin, Director of the Office of Confucius Institutes at Beijing Foreign Studies University, said that the Young Leaders Fellowship Program has provided professionals in different fields worldwide with an in-depth learning experience that is both academic and cultural compatible, which has effectively promoted substantive follow-up cooperation. In the Italian Young Translator project hosted by Beijing Foreign Studies University, many students have initially reached an intention to cooperate in the translation of 20 bibliographies with Foreign Language Teaching and Research Press and The Commercial Press through two weeks of research and in-depth exchanges with Chinese writers,translators, publishing houses and book exhibitions. The CCSP will support their development towards more professional translators.

Li Jianmin, Deputy Foreign Director of the Confucius Institute at the National University of Laos, and a doctoral student in the CCSP, hoped that all universities would clarify academic requirements for doctoral students’ graduation as soon as possible, strengthen communication between supervisors and doctoral students, especially academic supervision and guidance, and at the same time give care and guidance to doctoral students whose graduation is postponed due to unfinished research. In response,Jin Limin introduced the entire support system for the training of the CCSP doctoral students in Beijing Foreign Studies University, including special collective activities to cultivate students’sense of belonging; setting up workshops to provide academic guidance for doctoral students in writing Chinese papers; actively recommending students to give lectures and lessons, with a view to encourage them to combine learning with practice and promote learning through teaching; strengthening students’ cultural and social investigation so that they can have a deep understanding of China.

Workshop 3. Sharing of Chinese Education Branded Projects in Various Countries

Foreign Director of the Confucius Institute in Edmonton Canada Li Wei introduced the K -12 Chinese Bilingual Immersion Teaching Program of Edmonton Public Education Bureau.Zhu Xiaoming, the Foreign Executive Director, of Confucius Institute at UCL Institute of Education and Julia Gong, Foreign Director of the Confucius Institute at the University of Melbourne,introduced the Mandarin Excellence Programme (MEP) in U.K.and Victoria Young Leaders to China Programme, which were initiated by the British Ministry of Education and the Department of Education and Training Victoria, Australia, respectively, with active involvement of the Confucius Institute. Director Jin Zhenwu from South Korea, introduced the “Comprehensive Mode” of Chinese language education launched by Korean Dae Gyo Group and adopted by the Rainbow Confucius Classroom. Professor Bai Jianhua of Middlebury’s Summer Chinese Language School in the U.S., Foreign Director Dima Al-marahmeh, and Section Chief Zhang Guangcui respectively introduced the Chinese language education branded projects launched by their respective institutes.

1. Brand means professional development and quality guarantee

The key to building a branded project is to find the right position and focus on doing a good job based on the needs of the audience when developing the project content; and set strict standards to improve quality and professional service through practice. In the process of development, we should adhere to the core principles and avoid distractions.

2. Branded projects need continuous innovation and cultivate loyal audience

We shall pay attention to the interaction with project participants, create the sense of belonging and honor; learn about the services branded projects require besides what have been provided, and constantly enrich and update the service contents.

3. Building branded projects require resource integration

The delegates advocated to establish a more open-minded and broad-based cooperation to give play to the roles of government, markets, educational institutions, think-tanks, cultural and artistic institutions, NGOs and other parties; to gather Chinese and foreign advantages to establish a wide and diverse foundation and jointly built branded projects. Advocating regional cooperation and full linkage, many speakers put forward transnational and cross-regional cooperation programs, and shared experience and methods of sharing resource and complementing advantages.

In addition, Jin Zhenwu, Foreign Director of the Rainbow Confucius Classroom of the Korean Dae Gyo Group, put forward the initiative of setting up a Chinese Characters Memorial Day. He suggested organizing the Chinese Characters Memorial Day at global Confucius Institutes and Confucius Classrooms, to further accelerate the promotion and popularization of Chinese education all over the world.

Workshop 4. Two-Way Cultural Exchange Between China and Other Countries

Susan Jain, Foreign Director of the Confucius Institute at the University of California, Los Angeles, mentioned the Institute has combined the resources of the university and the needs of its faculties, actively created film and art projects, and emphasized on the projects of Dunhuang Vision. With Dunhuang as the theme, art exhibitions and group exchanges are conducted.Considering the extensibility of the brand, the Institute has extended from Dunhuang elements to environmental protection and ecological civilization, and proved the possibility of two-way cultural exchange with practice. Yulia Mylnikov, Foreign Director of the Confucius Institute at the University of St. Petersburg in Russia introduced that a series of drama-themed projects provide performance and creation opportunities for the exchange of Chinese and Russian plays and artists, which is well recognized in the drama circles of both sides. Zhao Weihong, Chinese Director of Confucius Institute at Hokuriku University in Japan, showed the Sino-Japanese youth sports competitions and summer camp events planned by the Confucius Institute, such as basketball and table tennis matches, from the perspective of teenager sports exchange.

Charles Okechukwu Esimone, Vice-chancellor of Nnamdi Azikiwe University, Nigeria, said, on “how to build a brand of two-way cultural exchange at home and abroad”, expressed that sustainable cultural exchanges must be two-way and planned in advance to ensure the high-quality content, and took the China-Nigeria exchanged project as an example. At the same time, it is important to strengthen the depth and frequency of communication between young teachers and students based on the Confucius Institute.

Mamoun Abu Al Sebaa, Foreign Director of the Confucius Institute at Amman TAG in Jordan, from an enterprise’s perspective, proposed the need to expand partnerships and integrate resources more openly. At the same time, professionals should be hired to plan and publicize projects specifically for cultural activities for communication and public relations. It is necessary to combine online and offline promotion to ensure a virtuous circle of project development and target group’s experience.

On “how to gather resources to promote two-way cultural exchanges?”, Yu Feixia, Foreign Director of the Confucius Institute at Central University of Lancashire in U.K., proposed that in terms of branded projects of cultural exchange, the Confucius Institute should play a role as platform and integrate resources to promote cooperation, instead of producing all projects by itself.Meanwhile, she pointed out that the integration of resources should focus on the common points of interest and their respective advantages, and formed a complementary relationship to promote win-win results.

Rick AmRhein, Vice President of the Valparaiso University in the U.S., pointed out that it is necessary and easy to understand the host university and local resources. One of the missions of the university is the cultivation of students’ international multicultural understanding, which is related to the mission of the Confucius Institute to spread Chinese culture. This kind of correspondence just helps to promote the development of two-way cultural exchange projects. An open and inclusive attitude is the guarantee of resource cooperation among all parties.

Yang Lianxia, Director of the Foreign Exchange and Cooperation Department of the Beijing Bureau of Culture and Tourism, introduced the “Happy Spring Festival”, “Beijing Night”and other cultural tourism branded projects. Based on the existing cooperation with many Confucius Institutes, she fully affirmed the Confucius Institute as a platform from the point of view of resource representatives and the potential to multiply the influence of each other. She is willing to further cooperate with the Confucius Institute. They were fully affirmed from the perspective of representatives of the resources. In view of the platform role demonstrated by the Confucius Institute and the potential of doubling the influence of mutual interaction, it is willing to cooperate further with the Confucius Institute.