臺灣華語文教育國際推廣策略比較研究──以英語教育國際發展為鑒

A Comparative Study of International Promotion Strategies for Taiwan Mandarin Education: Insights from the Global Development of English Language Education

本研究探討臺灣華語國際推廣策略，並借鑑現代英語全球擴展經驗，以補足既有研究在宏觀推廣上的不足。研究運用Bereday（1964）比較教育法與Hall（1993）政策轉向理論，並透過Humphrey（2005）強弱危機分析（Strengths, Weaknesses, Opportunities, and Threats analysis，簡稱SWOT分析），從語言教學與國際推廣策略兩面向進行系統比較。結果顯示，提升臺灣華語國際競爭力需從多層面策略著手：其一，語言評測應整合臺灣華語文能力測驗（Test of Chinese as a Foreign Language，簡稱TOCFL）聽說讀寫，並與歐洲共同語言參考標準（Common European Framework of Reference for Languages，簡稱CEFR）對接以提升國際可比性；其二，打造具辨識度之臺灣華語品牌，包括教材、視覺設計、文化策展及行銷；其三，推動數位化與文化體驗整合的教學模式，發展線上課程、虛擬文化導覽及影音教材，以提升可及性並促進語言認同與跨文化能力；其四，推廣體系需公私協力，成立跨部會專責機構並鼓勵民間參與；其五，政策、教學、測驗與行銷須協同運作，形成長期穩定且具國際競爭力之生態系。短期目標為建置TOCFL與CEFR對接，中期為成立專責華語教育推廣部門、整合各界資源，長期則打造臺灣華語數位品牌與全球推廣網絡。整體而言，透過制度化、品牌化、數位化及文化整合策略，結合官方與民間力量，可有效提升臺灣華語在全球華語教育市場之能見度與競爭力

This study examines the international promotion strategies of Taiwan Mandarin by drawing insights from the global diffusion of contemporary English to address existing gaps in macro-level research. Employing Bereday’s (1964) Comparative Education Method and Hall’s (1993) policy paradigm framework, and conducting a systematic analysis using Humphrey’s (2005) SWOT model, the study identifies multi-faceted approaches required to enhance the international competitiveness of Taiwan Mandarin. These include the integration of all four skills of the TOCFL (listening, speaking, reading, and writing) with alignment to the CEFR to ensure international comparability ; the establishment of a distinctive Taiwan Mandarin brand encompassing instructional materials, visual design, cultural curation, and marketing strategies; the promotion of digitally-enhanced and culturally-integrated pedagogical models, such as online courses, virtual tours, and multimedia teaching resources, to improve accessibility while fostering language identity and intercultural competence; the development of public-private collaboration through cross-ministerial dedicated agencies and private-sector participation to support sustainable promotion efforts; and the coordination of policy, pedagogy, assessment, and marketing to establish a stable, long-term, and internationally competitive ecosystem. Short-term objectives include aligning the TOCFL with the CEFR, medium-term goals involve establishing a“Mandarin Education Authority,”and long-term targets focus on creating a global digital Taiwan Mandarin brand and international promotion network. Overall, through the combination of institutionalization, branding, digitalization, and cultural integration strategies, alongside coordinated public and private efforts, Taiwan Mandarin’s global visibility and competitiveness in the Chinese language education market can be substantially enhanced.