国际教育发展合作项目如何实现品牌化转型？ ——基于中非高校合作计划的案例研究-清华大学教育研究

文章信息/Info

Title:: How Do International Education Development Cooperation Programs Achieve Brand Transformation? A Case Study of the China-Africa Higher Education Collaboration Program

Author(s):: XU Mo TU Duan-wu; Graduate School of Education, Beijing Foreign Studies University

Keywords:: international education development cooperation; educational aid; China-Africa cooperation; brand building

摘要:: 国际教育发展合作品牌建设是实施中国教育品牌培育计划的重要内容，也是建设具有全球影响力的重要教育中心的必然要求。基于品牌社会学理论的“事实－社会－时间”框架，深入分析中非高校合作计划从项目向品牌转型发展的路径机制。面向114所成员高校的调查问卷数据分析结果表明，以中非高校合作计划为代表的国际教育发展合作项目品牌化遵循“合法性建构－社会认同－可持续发展”的逻辑。在品牌建设中，合法性建构是基础、社会认同是关键、可持续发展是保障。面对国际教育发展合作品牌建设的内外部挑战，亟需拓展多元资金渠道来源、优化跨文化传播策略、完善品牌发展内生机制、构建科学评估标准体系，推动教育合作的数字化转型。

Abstract:: Brand building in international education development cooperation is a key component of China’s National Education Brand Cultivation Initiative and a necessary step toward developing globally influential education centers. Grounded in the f“act-society-time” framework of brand sociology, this study analyzes the pathways and mechanisms through which the China-Africa Higher Education Cooperation Program has evolved from a project into a brand. Based on survey data from 114 member universities, the ?ndings indicate that the branding of international education development cooperation programs, as exempli?ed by the Chinpagenumber_ebook=103,pagenumber_book=98Africa Higher Education Cooperation Program, follows the logic of l“egitimacy building-social recognitionsustainability.” Within this branding process, legitimacy building serves as the foundation, social recognition acts as the key driver, and sustainability provides the necessary long-term guarantee. In light of the internal and external challenges confronting the branding of international education development cooperation, it is necessary to diversify funding sources, enhance cross-cultural communication strategies, strengthen endogenous mechanisms for brand development, establish a robust evaluation system, and promote the digital transformation of educational cooperation.

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