A book series to make Chinese learning easy―Interview with Zhangjian, the Projec
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Hello， Mr. zhangjian！ As we all know， Beijing Language and Culture University Press （BLCUP） is the world most professional and largest scale press for publishing Chinese language textbooks for foreign learners. And your press owned a great number of famous and excellent Chinese language textbooks. Then， compared to your other Chinese language textbooks， what is the special features of the latest textbook New Concept Chinese？
Compared to other textbooks， the main features of New Concept Chinese are as follows：
This textbook practices the new teaching methods and focuses on students' general ability to use language. Moreover， we carefully choose the teaching content and try our best to show the charm of Chinese language so as to help learners overcome the difficulties in learning Chinese.
According to the former teaching experience， we compromise the merits of different teaching methods which include excellent teaching designs and many concrete teaching methods. This book is not merely a textbook， but also a detailed teaching plan and a teacher training textbook.
This book is designed based on the overseas teaching outline in preparation for itself getting into the overseas education system in the coming future. And it integrates the new outline of HSK vocabulary to help foreign learners get a good performance in examination.
In this book practicality， interesting and knowledge are perfectly combined. We put lots of Chinese elements into the book in order to display our Chinese culture and national condition.
Dimensional teaching resources are equipped from the very beginning. The printed textbook and its matching multimedia CD-ROM are developed simultaneously.
The title “New Concept Chinese” reminds us a well-known English textbook New Concept English. Despite the similarity in their names， what are the similarities and differences in their product design and writing philosophy？
New Concept English is a classic English learning textbook and is popular for its teaching method， interesting lesson design and extensive skill training.
New Concept Chinese absorbs the strong points of New Concept English as a language learning textbook and meanwhile forms its own writing philosophy based on the uniqueness of Chinese learning and teaching. Chinese and English belong to different language systems， and they are quite different in many aspects， e.g. linguistic element， cultural background， etc. Therefore， based on the current situation of Chinese teaching and international promotion， we should study on the characteristics of Chinese itself and put the latest， most advanced teaching method and idea into it. New Concept Chinese represents the advanced world level of foreign language teaching in the design of textbook， forms of development and method.
As a language learning textbook， New Concept Chinese differs from New Concept English in many respects.
Firstly， we present real-life settings， everyday dialogues and communicative activities in texts， examples and exercises. This is so-called "useful Chinese". Interesting and sense of humour is also very important for a textbook so there are pictures accompanying texts.
Secondly， the book is designed based on the teaching procedure. We provide progressive study mode and repetitious language training. Our teaching goal is to effectively develop students' listening， speaking and communication skills. This set of textbook tries to achieve the goal of "easy to use"-easy for students to learn， easy for teachers to teach and easy for users to use.
Despite the outstanding features of humor， simplicity， briefness and easy to learn， we also develop multimedia products from the start. The multimedia products display all the lessons and teaching steps through different ways， e.g. Flash with tasteful design， video clips， interactive games， etc. In this way students could learn about Chinese language and culture from different dimensions.
To sum up in one sentence， New Concept Chinese tries to reach the goal of "easy to learn".
As one of the competitive international publishing corporations， BLCUP has paced the whole nation in the digital publishing industry. As the newly developed textbook， New Concept Chinese is equipped with its accompanying digital products. Could you please tell me what kind of design and implementation plan do you have？
We always keep pace with the time in the development and publication of Chinese language textbook. Today digital publishing has become more and more popular and it frustrates the traditional publishing market. Therefore， we should maintain the traditional publishing industry and meanwhile meet the demands from learners and language teaching. We should make fully preparation for the construction of digital learning resources to keep pace with the requirement of digital publishing era.
As the newly developed and published textbook， digital New Concept chinese contains two types of product. And we are currently doing the research and development.
One is CD-ROM multimedia teaching software. The accompanying CD-ROM of Book One will be published by the end of 2013 and the subsequent CD-ROM products will be published within one or two years. CD-ROM products can be used for both self-study and class-teaching. Our purpose is to bring convenience for teachers and students.
The other is mobile media products. When doing the printed textbook development， we had made a thorough market research. Through the research we knew which countries and regions were suitable for launching mobile media products and what kind of people needed mobile media products. Then we quickly developed the mobile media products for users to download and use.
After completing the above digital products， we built a special network resource platform for New Concept Chinese. This platform will provide teachers and students with rich teaching and learning resources， e.g. PPT， teaching plan， test， video clip， etc. And we plan to develop New Concept Chinese E-learning so that learners could receive distance education and get a better result.
It takes time for an excellent Chinese language textbook to go global. Facing the global market， what kind of strategies are you looking for to popularize New Concept Chinese？
Truly， it is a long process to let an excellent textbook go into the world and gain recognition of the public. As a professional press publishing Chinese language textbook， we use different ways to advertise New Concept Chinese.
We attend various national and international book fairs and conferences， especially the conference on Chinese language pedagogy， to exhibit our New Concept Chinese products. For this reason we made short and fine product demonstration videos to win people's favour.
We should initially introduce Chinese language textbook to the world just as the international promotion of Chinese language. We produce sample copies for each New Concept Chinese book- textbook， workbook and teacher's book- and send them directly to the teachers worked in overseas Chinese schools， universities and Confucius Institutes. In this way they can know about this set of textbook at the first time.
Promoting our textbook through propaganda is just the lower-level marketing. Teacher training is an essential marketing strategy to win the favour of both learners and teachers. Every year our press organizes several overseas teacher trainings. We usually hold special textbook trainings and teaching trainings on a particular classic textbook. In this way， all the attendants including senior editors， experts， authors of the textbook and teachers will have a deep and clear understanding on this textbook. This kind of training strengths exchanges among teachers and their feedback will benefit the further revision and updating of the textbook.
Internet marketing is also an effective way that can't be neglected. Internet can reach the places we couldn't and makes the world smaller. Our products are exported to nearly 70 countries and regions through our press website. In china， we sell the textbook through China's major book websites and we have established cooperative relation with overseas Amazon which will help us sell New Concept Chinese directly to customers.
I do believe New Concept Chinese will become a popular textbook in overseas Chinese teaching field due to its merit of "easy to learn， easy to teach"， and at the same time it will play an important role in spreading new teaching theory and teacher training program. New Concept Chinese will make a great contribution to the standardization of overseas Chinese teaching and the improvement of overseas teaching quality.