教研学术

《专门用途英语1》第四单元以“中国新兴品牌大使”为主题，选材源自《经济学人》，系统呈现蜜雪冰城、泡泡玛特、霸王茶姬等中国品牌的出海路径，展现中国品牌由代工制造向文化自信驱动国际化转型的趋势。

基于该主题，朱珠老师探索“学用一体”教学模式，在2506班、2507班开展“中国新兴品牌走出去·双十一系列品牌模拟双语直播”活动——学生分组完成选品策划与直播展示，在实践中提升外语应用能力与中国品牌国际传播意识。

Part 01 模拟双语直播

1. 直播选题和选品：凸显中国特色

在选品方面，第一组选择康师傅冰红茶，呼应新式中国饮品品牌；第二、六组选择旺旺零食，展现国民品牌与“旺”文化寓意；第三组主推中医养生圆枕，体现传统养生智慧；第四组选择中草药生发水，突出中医理念；第五组展示大宝护肤品，传递“内调外养”的传统美容观念。（注：大宝品牌虽起源于中国，但目前已被美国企业收购。）

2. 直播语言：精准表达

各小组围绕产品特色设计精准直播话术，兼顾可理解性与文化表达。

第一组以中医理论切入，引用“In traditional Chinese medicine, black tea has a mild nature and is suitable for most people”，并通过展示饮茶步骤“Rinse the cup first, add ice cubes, and pour in the awakened iced black tea”，强化产品仪式感。

第二组以“From Sweet Wangzai Milk to QQ candies, these treats are fond memories for many Chinese children.”唤起情感共鸣，并用“wangwang snacks, bring you luck!”活跃气氛。

第三组用“A good pillow is the key to a good sleep.”引出健康需求，结合“buckwheat and cassia seeds”说明养生功效。

第四组以“no residue, no sticky feeling at all”回应用户关切，并介绍“Ginger” “He Shou Wu” “Ginseng”等中药成分。

第五组通过“to nourish and protect your skin” “It's not about battling your skin, but about nurturing it”，并结合“Red symbolizes auspiciousness and blessings in traditional Chinese culture”强化文化内涵。

第六组列举“Wang Wang series include a variety of delicious treats like Want Want Milk, Wang Wang Snow Cakes, Wang Wang Ice Lollies, and more.”，并重点推介“Want Want Mega Gift Box”，突出组合优势。

实践中，同学们掌握了livestreaming、promotion and discount等术语，学会用“going global” “seeking the roots”等表达讲好中国品牌故事。

3. 精彩互动环节：体现营销策略

各小组设计了丰富的互动环节，充分展现各小组创意，将“试吃、试喝、表演、模拟弹幕、广告词和图片投放”等营销策略与生动的直播语言相结合，为观众营造极强的沉浸感与代入感，让直播更具趣味性与感染力。

4. 观众（潜在客户）评论：点赞直播效果

直播结束后，通过问卷调查收集观众反馈。多数观众对中国品牌吸引海外消费者持乐观态度，认为文化特色鲜明的产品更具吸引力。同时，也提出应进一步加强目标市场研究，并在产品介绍中融入更深入的文化解读。学生还提出利用短视频传播、突出品牌核心优势、结合跨境电商等具体建议，体现出从理论走向实践的思维转变。

5. 主播反馈：成就感拉满

直播结束后，我们采访了多位主播同学，请他们分享本次直播中印象深刻的环节与个人收获。另外，我们发现有两组选品相同的同学，因此特意请他们评价了本组与对方小组的表现，旨在促进各组之间的相互学习。

以下是详细的采访内容与现场照片：

主播马逸檬：I think the host should be excellent on stage and with instant reactions. Though this is challenging, it's what makes the role so interesting. However, the most profound thing is to understand the cultural differences between countries. It can help us understand the text more deeply and acquire sales skills. Our group members have designed a very attractive product sampling session. Not only does the session prove quite interesting, but it also provides us with an opportunity to present genuine feedback on the products to the audience.

主播郝泽同：I was extremely nervous at first. But once it started, I gradually found the joy in it, got completely immersed, and felt as if I were a real live streamer. During the preparations, what impressed me the most was that everyone came up with the idea of resorting to AI to generate effect comparison charts. They are not only highly persuasive and extremely intriguing, but also more engaging to the audience. Through this group presentation, we can gain a deeper understanding of how Chinese brands build influence overseas, and we better comprehend the textbook as well as benefit from an excellent learning environment created for us.

主播张一鼎：During this livestream hosting experience, I gained a deep appreciation for the skills essential in this industry—particularly how to engage and influence the audience emotionally. What strikes me the most throughout the process was the way we collaboratively explored how to present the product more effectively, brainstorm ideas, and continuously refine or even completely revamp them. I also developed a deeper understanding of the different models involved in the globalization of Chinese products. Compared to the other group, we were somewhat under-prepared in terms of hardware such as outfits and background music. Nevertheless, I believe we were better at resonating with the audience.

6.团队合作与竞争：促进相互学习

本次直播实践的顺利开展离不开各小组的密切协作，从选品策划、脚本撰写到互动设计，组员在反复讨论与演练中分工配合，保障了展示效果。同时，适度而良性的竞争成为推动学习的重要动力。直播过程中，第二组与第六组因选用同一旺旺零食品牌形成直接对照。第二组同学在访谈中提到，作为最后展示的小组，他们既承受前序高质量展示带来的压力，也直面“选题撞车”的挑战。经充分讨论后，小组坚持原有选品，通过增加道具、设计互动环节，并从不同口味维度进行讲解，实现差异化呈现，在竞争中提升了策划能力、临场应变能力与整体完成度。整体来看，这种“合作中凝聚力量、竞争中反思提升”的学习氛围，使学生们在完成直播任务的同时，切实提升了团队协作能力、临场应变能力和策划意识，实现了在实践中相互学习、共同成长。

（注释：本文英文内容为学生原声重现，存在一定的语言瑕疵，但为了还原真实现场，故未作后期编订修改。）

结语

本次教学实践活动构建了“学用一体、中外融通”的语言实践平台，学生在直播策划与展示中提升了外语应用能力、文化传播意识与团队协作精神，是对课程内容与“讲好中国故事”的有效延伸。后续写作任务进一步巩固学习成效。未来，课程团队将持续推进教学创新，努力培养具备国际视野与文化自信的复合型人才。

文字：王傲文 唐嘉希 朱珠 李凌艺 石延芳

图片：朱 珠 王傲文

指导教师：朱 珠

编辑：彭睿楠

一校：金 铭 牛一琳

二校：张雅雯 林 棽

终审：王文华