【摘要】 面向全球南方传播中国教育品牌既具备有利的条件也面临现实挑战,需要通过合理的策略来化解。中国教育发展成就提升了其教育品牌在全球南方的吸引力,而作为全球南方一员的身份增加了中国教育品牌在全球南方的亲和力和接纳度。与此同时,中国教育品牌传播也面临着一系列挑战,如缺乏自主的品牌传播平台、面临不利的国际传播环境,以及全球南方内部及南北关系的复杂性等。面向全球南方传播中国教育品牌,应把全球南方处在欠发达状态下绝大多数公众期待的“最优质均衡的教育”作为品牌的标签和特征,通过整合不同的传播主体、方式,借助焦点事件和各领域具有专业影响力的特定人物等,让中国教育品牌传播于无形和无声之中,更好地服务于国家发展战略。更多还原

【Abstract】 Spreading Chinese education brands to the Global South not only has favorable conditions but also faces practical challenges,which need to be resolved through reasonable strategies.The achievements in educational development have enhanced the attractiveness of Chinese education brands in the Global South,and the identity of being a member of the Global South has increased the affinity and acceptance of Chinese education brands in the Global South.At the same time,the dissemination of Chinese education brands also faces a series of challenges,such as the lack of independent brand communication platforms,unfavorable international public opinion environment,and the complexity of internal and North South relations in the Global South.To promote the Chinese education brand to the Global South,the label and characteristics of the brand should be the "highest quality and balanced education" that the vast majority of ordinary people expect in an underdeveloped state.By integrating different communication subjects and methods,and leveraging key events and influential figures with professional credibility in specific fields,the Chinese education brand can be spread invisibly and silently,avoiding unnecessary interference and better serving the national development strategy.更多还原