C2C、B2B模式下国际中文教育助力跨境电商交易沟通研究

Research on International Chinese Education Facilitating Cross-Border E-Commerce Transaction Communication under the C2C and B2B Models

摘要: 跨境电商作为国际贸易的新业态，深受世界各国尤其是发展中国家青睐，但是语言与文化差异仍严重制约着跨境电商的发展。本文从语言经济学以及“中文 + 职业技能”语言教育模式为视角，对国际中文教育在C2C与B2B两个跨境电商模式下推动交易沟通的机制和路径进行了分析，结果表明：C2C模式下的国际中文教育需要强调情景性和即时性的语言交际能力，B2B模式下的国际中文教育需要强调专业化、体系化的语言文化训练；通过个案分析与比较分析，得出两种模式下如何依靠国际中文教育赋能跨境电商交易，即如何建设“中文 + 跨境电商”模式的课程体系、构建虚实融合的教学环境、实施动态化的教材开发策略等。

Abstract: Cross-border e-commerce, as a new form of international trade, is highly favored by countries around the world, especially developing ones. However, language and cultural differences still severely restrict the development of cross-border e-commerce. This paper analyzes the mechanisms and paths through which international Chinese language education promotes transactional communication in the C2C and B2B cross-border e-commerce models from the perspectives of language economics and the “Chinese + vocational skills” language education model. The results show that international Chinese language education in the C2C model needs to emphasize situational and immediate language communication skills, while in the B2B model, it needs to stress professional and systematic language and cultural training. Through case analysis and comparative analysis, it is concluded how international Chinese language education can empower cross-border e-commerce transactions in both models, such as how to build a “Chinese + cross-border e-commerce” model curriculum system, construct a virtual-real integrated teaching environment, and implement dynamic textbook development strategies.