数字服务贸易视角下的国际中文教育平台信任策略

Trust Strategies for International Chinese Education Platforms from the Perspective of Digital Services Trade

摘要: 随着数字经济的演进，国际中文教育已从传统的语言教学活动转型为以在线平台为载体的全球性数字服务贸易。然而，受语言服务“体验性产品”及“不可感知性”的行业属性限制，国际中文教育平台在跨境交易中面临严重的“柠檬市场”效应与信任缺口，导致交易成本高企及转化率受限。本文基于服务主导逻辑与信号传递理论，深入剖析了平台信任构建的内在机理。研究发现，提升平台竞争力的关键，在于将平台的功能定位从“流量撮合”升级为“信任中介”。基于此，本文分别从数字产品设计与社会化营销两个维度，提出了系统性的信任机制构建策略，并构建了基于信任驱动的用户转化模型。本研究为国际中文教育平台的商业模式创新与服务贸易提质增效提供了理论依据与实践参考。

Abstract: With the evolution of the digital economy, international Chinese education has transformed from traditional language teaching activities into a global digital service trade carried by online platforms. However, constrained by the industry attributes of language services as “experience goods” and “intangibility”, international Chinese education platforms face severe “lemons market” effects and trust gaps in cross-border transactions, leading to high transaction costs and limited conversion rates. Drawing on service-dominant logic and signaling theory, this paper analyzes the intrinsic mechanisms of platform trust building. The study finds that the key to enhancing platform competitiveness lies in upgrading the platform’s functional positioning from “traffic matching” to “trust intermediary”. Based on this, this paper proposes systematic trust-building strategies from two dimensions—digital product design and social marketing, and constructs a trust-driven user conversion model. This research provides theoretical foundations and practical references for business model innovation of international Chinese education platforms and for improving the quality and efficiency of service trade.