Preliminart Study Of The Confucius Institutes’ Marketization Operation

The Confucius institute is an international non-profit promotion agency of Chinese and Chinese culture. More and more people begin to pay close attention to optimize the operating mode according to the current development achievements and the sustainable development planning. It is the development of market economy, the increase in demand promoted by International exchanges and limited resources that make marketization operation became a necessity. The trend of future research and the key point of practical application are determining the degree of marketization operation of the Confucius institute, exploring the appropriate marketization operation manners and improving the capacity of marketization operation. This paper gave an explanation of The Confucius institute attributes, the Confucius institute marketization operation inevitability and successful marketing case analysis, based on which reason general rules and basic conditions of Confucius institute’s market-oriented operation. This paper also builds the basic process framework effective organization and management as well as external relations models. Relevant suggestions are put forward used as a measure to reduce potential risks brought by marketization operation.The Confucius institute’s marketization operation has no independence and completeness, which require it in harmony with the basic operation, play an important role of overall operations or as an adjunct to provide support to promote the abilities of raising funds, managing and marketing. While adhering to market-oriented business philosophy, using of market resources to achieve utility optimization, the Confucius institute should attaching great importance to the government’s support as well. The Confucius institute should put market-oriented operation into practice need to meet three basic conditions:social environment, market demand and operation ability so that to make sure whether a market-oriented operation can be determined or not, how is the degree of marketization operation and what’s he main contents of marketing operation. Marketization operation process includes analysis of researches, planning, implementation, supervision and assessment, at the same time attaches great importance to the organization and management structure and the establishment of efficient foreign relations. Marketization operation should be insisted on the fundamental purpose of language and culture to promotion, admit functions of headquarters and supports by government. On the basis of overseas Confucius institutes’ characteristics, advantages and disadvantages, to make strategic planning, project Settings, marketing, and evaluation system. The Confucius institute should also make the relevant articles of association and strengthen the multidimensional supervision and information sharing system to avoid potential risks.Marketization operation of Confucius institute involves multidisciplinary fields and multi-dimensional perspectives, the author hope to offer directions for further research through this preliminary exploration.