【作者】 张云；

【导师】 宁继鸣；

【作者基本信息】 山东大学 ， 语言与文化传播， 2017， 博士

【摘要】 孔子学院是中外合作建立的非营利性教育机构,致力于为世界各国人民提供汉语教学服务,增进人们对中国语言文化的了解,加强中外教育文化交流与合作,发展中外友好关系,促进世界多元文化发展,构建和谐世界①。自2004年全球第一所孔子学院在韩国首尔成立以来,孔子学院已走过了十余个年头。十余年间,孔子学院发展速度惊人,形成了一个以"汉语国际教育"为中心的庞大的国际社会网络。截至2016年12月31日,全球130个国家(地区)建立512所孔子学院。其中,亚洲32国(地区)115所,非洲33国48所,欧洲41国171所,美洲21国161所,大洋洲3国18所②,可谓遍地开放。不仅如此,在数量急剧增加的同时,孔子学院以汉语教学和文化交流为载体,逐渐发展成为主动构建中国形象的一个重要的综合性的教育与文化交流平台,发挥着越来越重要的作用。自2006年新华网③第一次将孔子学院与品牌联系在一起以来,新闻媒体的相关报道比比皆是。虽媒体报道多有提及,但此时被提及的"品牌"往往还仅仅停留在孔子学院名称及其标志的层面。而国家领导人及孔子学院相关负责人对孔子学院品牌的重视则为其内涵发展提出了新的要求。中央政治局委员、国务院副总理刘延东在2015年召开的"第十届全球孔子学院大会"开幕式上强调,孔子学院发展"要以提高办学质量为重点,树立品牌意识,大力提升中外院长和教师素质,打造人文交流精品项目。要整合资源、共建共享,创新管理体制机制,加强院校支撑能力建设,为推进孔子学院持续发展,为促进多样文明和谐共生作出新贡献"。④孔子学院总部前总干事许琳也曾多次在公开场合提到孔子学院的品牌问题,表示要坚持不懈地把这一品牌做大做强。孔子学院要做品牌,如何做,这是一个问题。一个真正的品牌不仅仅是一个名称,一个标识系统,而是一个系统而复杂的战略。虽然孔子学院经过十余年的发展,在海内外具有了一定的知名度,并自发积累了一定的品牌价值。但作为一个遍布全球的非营利性教育服务品牌,如何进行品牌定位,如何实施品牌战略,从而塑造孔子学院在全球受众中的品牌形象,在孔子学院基本实现全球布局后的今天显得尤为迫切。品牌的内涵与真正意义上的建立从来都不是与生俱来的,需要进行规划。每一个组织都拥有属于自己的打造卓越品牌的核心模式,孔子学院如何发展自身的品牌需要我们去探索,这也正是本文的主要内容。本文借助品牌学、管理学、教育学及传播学的相关理论,运用深度访谈、扎根理论分析、问卷调查等质性与量化研究方法,探寻基于消费者体验的孔子学院感知价值的影响因素,探究感知价值、品牌关系质量以及孔子学院品牌成长之间的关系,建立并验证了服务导向的孔子学院品牌成长影响机制模型,进而提出孔子学院品牌成长战略。本文试图解答以下问题:孔子学院作为品牌的基本属性及特征如何?基于这一特性,影响孔子学院品牌成长的影响因素及作用机理如何?如何验证与分析?孔子学院品牌成长路径及战略如何?全文共分为七章,具体内容如下:第1章,导论。主要说明研究的缘起、研究问题与研究意义,梳理相关理论基础与文献综述,最后介绍研究方法、技术路线与内容安排等。第2章,孔子学院品牌概说。本章运用相关品牌理论对孔子学院的品牌属性、品牌特征、品牌关系及其生成进行了分析与界定,提出孔子学院是一个新创的面向全球的非营利性教育服务品牌,分析了孔子学院作为服务品牌、教育品牌、非营利性组织品牌及全球品牌的不同特性以及不同的特性对于孔子学院品牌建设的启示。第3章,基于品牌体验的孔子学院品牌关系质量影响因素分析。首先,详细说明了本章的研究设计,主要采用扎根理论分析的研究方法;其次,系统介绍了扎根理论的由来、定义、研究方法、原则及研究程序;再次,梳理了进行扎根理论分析所需的不同品牌类型品牌关系影响因素的相关文献,为进一步的比较分析奠定理论基础;最后,按照研究设计对与孔子学院亲密接触的30位学员及5位孔子学院工作人员进行了一对一的深度访谈,并依据扎根理论的研究方法使用Mindjet Mindmanager Pro15这一思维导图软件对深度访谈进行了整理、分析与三级编码,通过不断比较找到了影响孔子学院品牌关系质量的因素、从中提炼出服务体验、传播体验、感知价值及品牌关系质量四个主范畴,并揭示了各范畴之间的相互作用关系,指出学员通过课程、活动、来华项目、教学资源、服务场景、教职员工等过程性服务体验,品牌标志、官方网站、宣传材料、口碑以及公共关系等计划与非计划性传播体验形成对孔子学院的价值感知,学员感知价值包括功能价值、情感价值、社会价值及财务价值,其会直接或间接影响学员对孔子学院的认知、满意及忠诚态度。第4章,孔子学院品牌成长影响机制模型与相关假设。本章依据基于品牌体验的孔子学院品牌关系质量影响因素扎根理论分析形成的结论,以已有的相关文献和本研究的深度访谈资料为基础,构建了孔子学院品牌成长影响机制模型并提出24个相关假设。第5章,孔子学院品牌成长影响机制模型实证分析。首先,以已有文献、成熟的量表、扎根理论分析结果及本研究深度访谈结果,确定了孔子学院品牌成长影响机制模型各变量的测量题项,形成了初始调查问卷,并通过预调研、个别学员访谈和专家访谈结果对初始问卷进行修正,最终形成了包含52个题项的正式调查问卷;其次,通过直接发放、委托发放、网络发布等方式,在全球五大洲14个主要国家进行了正式调查,收集了 675份有效问卷,为孔子学院品牌成长影响机制模型的验证提供了较为科学可靠的数据支持;再次,基于对孔子学院学员的调查分析了学员对孔子学院服务体验、传播体验、感知价值、品牌关系质量及品牌成长的感知现状。分析认为,孔子学院在服务体验、价值感知、品牌关系质量及品牌成长等方面表现较好,整体满意度较高,具有发展成为强势品牌的消费基础;其在品牌传播方面的问题最为突出,亟需在明确孔子学院品牌规划的基础上进行品牌的内、外部传播。最后,运用SPSS19.0对调查数据进行了处理与分析,对模型进行了验证,具体包括描述性统计分析、探索性因子分析、信效度分析及回归分析等,得出相关实证结果。第6章,孔子学院品牌成长战略。本章在实证研究的基础上明确了孔子学院形成良好的品牌关系的品牌成长路径。人们对孔子学院的感知主要源于传播体验和服务体验,人们通过孔子学院的外部品牌传播形成对孔子学院的认知与期待,在服务体验中通过教职员工的服务和品牌传递形成对孔子学院的认知,并基于外部传播对实际体验的服务进行评价,若二者一致就会形成良好的品牌关系,而这种良好的品牌关系会进一步强化孔子学院的品牌定位。这一成长路径中有四个关键环节,一是品牌规划,二是品牌内化,三是品牌服务,四是外部传播。本章针对以上四个关键环节对孔子学院的品牌成长提出相应的发展策略。第7章,结语。对本文的研究过程与结论进行回顾与总结,指出本研究的创新之处与不足,并进行研究展望。本文的结论主要包括:第一,作为一个组织品牌,孔子学院的品牌属性定义为新创的面向全球的非营利教育服务品牌;第二,通过对全球30位孔子学院学员深度访谈,对学员感知价值的来源、维度、内涵及其之间的关系进行了扎根理论分析并得出相应的实质性理论,即孔子学院学员通过课程、活动、来华项目、教学资源、服务场景、教职员工等过程性服务体验,以及计划与非计划性传播体验形成对孔子学院的价值感知,并据此形成认知、满意、信任及忠诚态度;第三,建构并验证了孔子学院品牌成长影响机制模型,构建了孔子学院品牌体验、感知价值、品牌关系质量与品牌成长的关系,发现他们相互作用的机理;第四,根据对全球五大洲14个主要国家的675名孔子学院学员的调查结果分析了孔子学院品牌体验现状并得出,学员在服务体验中对孔子学院教职员工的满意度最高,其它依次为课程、服务场景、活动、来华项目及教学资源;学员对孔子学院表现出较高的满意度与忠诚度,对孔子学院的未来发展充满信心,但同时也发现了孔子学院在学员服务体验和传播体验方面的问题,尤其是传播方面问题最为突出;第五,基于以上结论提出了孔子学院品牌成长路径及发展战略,认为应从品牌规划、品牌内化、品牌服务及外部传播四个方面展开相关工作。本文的创新之处主要包括:第一,根据品牌不同的分类标准较为综合和全面地分析了孔子学院作为一个品牌所具有的不同的类属特征,将孔子学院品牌定性为处于新创期的全球性非营利教育服务品牌,并对其品牌属性进行了清晰的界定;第二,基于服务导向对孔子学院展开系统研究,识别了孔子学院学员感知价值的感知维度,揭示了感知价值、品牌关系质量以及品牌成长之间的关系,建构并验证了孔子学院品牌成长影响机制模型;第三,从孔子学院的品牌属性及服务导向出发,提出了孔子学院的品牌成长路径及发展战略。本文的研究价值在于:丰富了孔子学院的相关理论研究;丰富了非营利教育服务品牌理论研究;为孔子学院实施品牌战略提供了决策参考;为孔子学院提升顾客价值及品牌关系质量提供了决策依据。更多还原

【Abstract】 Confucius Institute is a non-profit educational institution established through Chinese and foreign cooperation and is committed to adapting to the needs of studying Chinese for all the people around the world,to enhancing the understanding of Chinese people’s language culture for the people around the world,to strengthening the exchange and cooperation between China and other countries in the world in terms of education and culture,to developing the friendly relations between China and foreign countries,to promoting the development of multiculturalism and to helping build a harmonious world.0 Since the establishment of the world’s first Confucius Institute in 2004 in Seoul,Korea,Confucius Institute has been existing for more than ten years.During the last decade,Confucius Institute has developed rapidly,forming a large international social network centered on "Chinese International Education".As of December 31,2016,512 Confucius Institutes have been established in 130 countries(regions)in the world.Among them,115 are located in 32 Asian countries(regions),48 in 33 African countries,171 in 41 European countries,161 in 21 American countries,18 in 30ceanian countries,②which can be described as scattered everywhere.Besides that,while the number of Confucius Institute is in sharp increase,with Chinese teaching and cultural exchange being the carrier,Confucius Institute has gradually developed into an important comprehensive education and cultural exchange platform which actively builds China’s image and plays an increasingly important role.Since Xinhuanet③ combined Confucius Institute with brandfor the first time in 2006,large numbers of reports have come out from news media.Although Confucius Institute was often mentioned in the media reports,the "brand"then referred to was only stayingon the level of Confucius Institute’s name and logo.The leaders of the state and the responsible persons related to the Confucius Institute put forward new requirements for the connotation development out of great importance to the brand Confucius Institute.Liu Yandong,member of the Political Bureau of the CPC Central Committee and vice premier of the State Council,emphasized at the opening ceremony of the "10th Global Confucius Institute Conference" held in 2015 thatthe development of Confucius Institute "should focus on improving the quality of running schools and establish brand awareness,should improve the quality of the Chinese and foreign deans and teachers and create cultural exchange quality projects;should integrate resources,build and share together,innovate the management system,strengthen the construction of institutions’ support capacity,so as to promote the sustainable development of Confucius Institute and to make new contributions to promoting the harmonious development of diverse civilizations".① Xu Lin,Director General of Confucius Institute Headquarters,has repeatedly mentioned the problem of the Confucius Institute brandin public and expressed to strive to make the brand bigger and stronger.How to build up the brand of Confucius Institute is a problem.A real brand is not just a name,a logo system,but a systematic and complex strategy.Confucius Institute has gained a considerable reputationat home and abroadafter more than ten years of developmentand has spontaneously accumulated a certain brand value.Today,Confucius Institute already realizesits global layout,yet,as a global non-profit education service brand,it is still particularly urgent to figure out how to position the brand,how to implement the brand strategy,thus shaping the brand image of Confucius Institute in front of the global audience.The connotation and the establishment of the true senseof the brand have never been naturally born,instead,such things need to be planned first.Each organization has its own core model of creating excellent brand.It is in need of our exploration to find out how Confucius Institutedevelop its own brand,which is also the main content of this paper.Using the theories about brand science,management science,pedagogy and communication,this paper explores the influencing factors of the perceived value of Confucius Institutebased on customer experience,exploresthe relationship between perceived value,brand relationship quality brand and the brand develoment of Confucius Institute,builds and verifies the service-oriented model of Confucius Institute brand development mechanism,and then puts forward the Confucius Institute brand development strategy by applying in-depth interviews,grounded theory analysis,questionnaires and other qualitative and quantitative research methods.This paper attempts to answer the following questions:what are the basic attributes and characteristics ofConfucius Institute as a brand?Based on this feature,what are the influencing factors and mechanism of action of Confucius Institute brand development?How to verify and analyze?How are the brand development path and strategy of Confucius Institute like?Chapter 1:Introduction.The main content of this chapter is to determine the overall research framework of this paper.The contents include:explaining research background,research questions and research significance,sorting out relevant theoretical basis and literature reviewand finally introducing research methods,logical framework and content arrangement,etc.Chapter 2:Brand overview of Confucius Institute.This chapter analyzes and defines the brand attributes,brand characteristics,brand relationship and its generation of Confucius Institute by usingrelevant brand theories.Apart from that,this chapter suggests that Confucius Institute is a new non-profit educational service brand facing the whole world,analyzes different characteristics of Confucius Institute as service brand,educationbrand,non-profit organization brand and global brand and the inspiration brought by these different characteristics to the Confucius Institute brand construction.Chapter 3:Analysis of the factors which influence the quality of Confucius Institute brand relationship based on the brand experience.Firstly,the chapter explains the research design of this chapter in detail and the main research method of grounded theory analysis.Secondly,the chapter systematically introduces the origin,definition,research method,principle and research procedure of the grounded theory.Thirdly,it sorts out related literature about the factors in different brand types and different brand relationships,which are necessary to the analysisof the grounded theoretical analysis,so as to lay theoretical foundation for further comparison and analysis.Finally,the chapter deals with the one-to-one in-depth interview with 30 students and 5 Confucius Institute staffs who have rather close contact with Confucius Institute according to the research and design;sorts out,analyzes and implements three-level codeson the in-depth interviews by using the mind map software Mindjet Mindmanager Pro 15 based on the grounded theory research methods;finds out the factorswhich influence the quality of Confucius Institute brand relationship through continuous comparisonfrom which it extracts the four main categories,i.e.service experience,spread experience,perceived value and brand relationship quality;reveals the interaction between various categories;points out that Confucius Institute students form their value perception towards Confucius Institute through the procedural service experience such as curriculum,activities,projects in China,teaching resources,service scenarios,faculty and staff,and through the planned or un-planned spread experience such as brand logo,official website,propaganda materials,publicpraise and public relations.Students’ perceived value,divided into two parts including functional value and psychological value,will directly or indirectly affect the students’recognition,satisfaction and loyaltyto Confucius Institute.Chapter 4:Brand development influence mechanism and related assumptions of Confucius Institute.This chapter constructs the model of Confucius Institutes brand development influence mechanism and puts forward 24 related assumptions based on the conclusion of the analysis of the factors influencing Confucius Institute brand relationship quality which is rooted in brand experience,and the existing literature and the in-depth interview materials of the research.Chapter 5:Empirical analysis of the brand development influence mechanism of Confucius Institute.Firstly,this chapter determines the measurement items of the variables of Confucius Institute development influence mechanism model and forms the initial questionnairebased on the analysis result of the existing literature,the mature scale,the grounded theory and the result of the in-depth interview;modifies the initial questionnaire through pre-survey,interview with some students and experts and ultimately forms the formal questionnaire containing 52 questions.Secondly,this chapter talks about the formal survey in 14 major countries in the world’s five major continents and the collection of 675 valid questionnaire results through direct distribution,commissioned distribution and online release,etc.for the purpose of providing rather reliable data support for the verification of Confucius Institute brand development influence mechanism model.Thirdly,the chapter analyzes the perception situation of students in Confucius Institute towards service experience,spread experience,perceived value,brand relationship quality and brand development.Through the analysis,it is believed that Confucius Institute has good performance in terms of service experience,value perception,brand relationship quality and brand development and the overall satisfaction degree is relatively high,which makes it equip withthe basis of becoming a strong brand.Confucius Institute doesn’t have obvious brand characteristics and is in need of further positioning;the most evident problem lies in brand spreading,which requires internal and external spread of the brand on the basis of making clear the positioning of Confucius Institute brand.Finally,the chapter processes and analyzes the survey data by using SPSS 19.0 and verifies the model via the analysis ways of descriptive statistical analysis,exploratory factor analysis,reliability and validity analysis and regression analysis,etc.and obtains the relevant empirical results.Chapter 6:Brand development strategy of Confucius Institute.This chapter makes clear the brand development path of Confucius Institute’s forming good brand relationshipon the basis of empirical research.People’s perception of Confucius Institute mainly comes fromspread experience and service experience.People’s cognition and expectations are shaped through the external brand spread of Confucius Institute and such cognition is forming in the process of service experience through the service and brand transfer by faculty staffs.Moreover,people give evaluation about the service they have had based on external spread,if the two are consistent with each other,a good brand relationship will form,which will further strengthen the Confucius Institute brand positioning.This development path has four key links,i.e.,brand positioning,brand internalization,brand service and external spread.This chapter puts forward corresponding development strategy for the above four key links to the development of Confucius Institute brand.Chapter 7:Conclusion.This chapter reviews and summarizes the research process and conclusions of the wholeresearch,points out the innovation and the shortcomings of the researchand makes a prospect for further research in the future.The main conclusions of this paper include:firstly,as an organization brand,the brand attribute of Confucius Institute is defined as a new non-profit education service brand for the whole world.Secondly,grounded theoretical analysis is conducted about the source,the dimension,the connotation and the relationship of student’s perceived value through the in-depth interviews with 30 Confucius Institute students around the world,after which corresponding empirical theory was drawn.The theory refers to that Confucius Institute students form their value perception towards Confucius Institute through the procedural service experience such as curriculum,activities,projects in China,teaching resources,service scenarios,faculty and staff,and through the planned or un-planned spread experience,thus forming cognition,satisfaction,trust and loyalty attitude.Thirdly,the Confucius Institute brand development influence mechanism model is constructed and verified;brand experience,perceived value,relationship between brand relationship quality and brand development and the related mechanism are constructed.Fourthly,current situation of Confucius Institute brand is analyzed according to the survey results of 675 Confucius Institute students in 14 major countries on the world’s five continents;it is summarized that students are most satisfied at the faculty staffs in the service experience,and the less satisfactory items are courses,service scenes,activities,projects in China and teaching resources.Students showa high degree of satisfaction and loyalty towards Confucius Institute and are rather confident in the future development of Confucius Institute,but at the same time they also see the problems in the aspects of students service experience and spread experience in Confucius Institute,especially the spread problem is far more prominent.Fifthly,Confucius Institute brand development path and development strategy are put forward,based on the above conclusions and it is believed that related work of four areas should be conducted,including brand positioning,brand internalization,brand service and brand spread.The innovation of this paper mainly includes:firstly,it has for the first time given comparatively comprehensive and all-around analysis of different types of characteristics of Confucius Institute as a brand according to different classification criteria of brand and has given clear definition of the brand attributes,which helps determine the starting point of research for the further research related to Confucius Institute brand.Secondly,it has for the first time carried out comparatively systematic research into Confucius Institute from the perspective of customer experience.Thirdly,it has recognized the perceived dimension of Confucius Institute perceived value,revealing the relationship between perceived value,brand relationship quality brand development.Fourthly,it has constructed and validated the Confucius Institute brand development influence mechanism model.Fifthly,it has put forward the development path and development strategy of Confucius Institute from the perspectives of Confucius Institute service brand attributes and customer experience.The research value of this paper lies in:enriching relevant theoretical research of Confucius Institute;enriching the research on brand theory of non-profit education service;providing decision-making reference for Confucius Institute to implement brand strategy;providing decision-making basis for improving customer value and brand relationship.更多还原