English Status Planning in Cambodia from the Perspective of Language Marketing
By analyzing the main content of Cambodia's English marketing strategy,it is found that interna-tional English education aid projects have become marketable products;A diverse range of promotions has constructed an English promotion ecosystem;national education system and shadow education system respec-tively constitute the main and secondary markets for launching English education projects;the flexible pricing strategy of free and charging brings marketing subject both economic benefits and political-cultural influence.The experience of English marketing has revealed that Cambodian overseas Chinese education can appropri-ately consider to undergo a market-oriented operation transformation:first,it can take the opportunity to in-tegrate into the national school system;second,it can try to improve the ability to absorb educational re-sources;and finally,it can take the initiative to construct a"Chinese+"ecosystem.In fact,in terms of sen-timental identification,Chinese has more language vitality than English in Cambodia.Therefore,while over-seas Chinese education learns from English marketing strategies,its language status planning should go be-yond the instrumentalism paradigm in the future and create a new development model with both instrumental meaning and sentimental identification.
CambodiaEnglish marketingoverseas Chinese educationlanguage as resource
万方数据
维普
