摘要:进入21世纪，跨文化交流越来越频繁，国家和民族间文化与传统的碰撞愈加激烈，“强势语言与文化”在国际社会中越发显现重大影响，语言推广不仅给国家带来多重收益，对于提升国家综合实力也具有特殊意义。同时，中国的崛起也在冲击着旧的国际秩序，出于意识形态和文化传统的迥异，西方国家特别是欧美对于中国的崛起一直抱有巨大的敌意，如何有效地传达“和平发展”的理念成为我国崛起过程必须解决的一个时代命题。
正是基于多种层面的考虑，在2003年《汉语桥工程》政策颁布之后，“汉语国际推广”项目正式被采纳和全面地实施，而作为“双语桥”核心项目的孔子学院，从2004年创立至今，实现了飞跃式的发展，短短九年时间便取得了非凡的成就和巨大的国际声望，出色地完成了原定目标。这其中既有国家强大的综合国力作为支撑，也有国家汉办、各孔子学院负责人和相关人士矢志不渝的努力和奋斗。但是在孔子学院的发展过程中，也暴露了诸多的问题，这需要我们总结正反两方面的经验教训，进一步落实其“文化推广”的发展目标，深入地完善相关配套工作，逐步建立起良性运转的国际性教育机构。
本文将采用文献参考和比较对照的方法，通过对孔子学院进行战略环境分析，全面了解其发展概况，认识其发展中存在的不足和问题，进而在战略选择中明确其发展目标和重点，以及战略选择的原则，最后针对以上问题实施战略匹配措施，解决其发展中暴露的问题。
关键词：孔子学院 管理体制 文化推广
ABSTRACT:In the 21st century, more and more frequent cross-cultural, national and ethnic cultures and traditions of the collision even more intense, "strong language and culture" in the international community appeared increasingly significant impact on language promotion not only bring multiple benefits to the country, for enhance the comprehensive national strength also has a special significance. Meanwhile, China's rise also an impact on the old international order, for ideological and cultural traditions are different, the Western countries, especially in Europe and America has been the rise of China have huge hostility, how to effectively convey the "peaceful development" concept become China's rise must be addressed during an era proposition. It is based on a variety of aspects to consider, in the 2003 "Chinese Bridge Project" policy after the promulgation of "international promotion of Chinese" project was officially adopted and fully implemented, but as a "bilingual bridge" core project of the Confucius Institute, from 2004 has been founded to achieve a leap-type development, just nine years he has made remarkable achievements and great international prestige, well done the original target. Among these countries, strong comprehensive national strength as a support, there Han ban, the Confucius Institute officials and stakeholders unwavering efforts and struggle. But in the process of development of the Confucius Institute, also exposed many problems, which requires us to summarize both positive and negative lessons learned to further implement its "cultural promotion" development goals, in-depth and improve related work, and gradually establish a virtuous operation of the international education agency. This article will compare and contrast using literature references and methods, through the Confucius Institute for Strategic environmental analysis, a comprehensive understanding of its development overview, recognizing its development gaps and problems, thereby clearly in the strategic choice of its development objectives and priorities, and strategic selection principle, the final match against the above problems implementing strategic measures to address the problems exposed in its development.
Keywords: Cultural promotion ；Confucius Institute ；Management System
