新加坡虽只是一个岛国，但其复杂的语言现象一直吸引着各地语言学家们的注意。上世纪七十年代末期开始的“讲华语运动”至今已在新加坡推行了35年之久，文章试图从语言营销这个视角，通过“讲华语运动”这一载体，分析该运动如何将华语作为一种“商品”推销出去，并推导得出该运动的产品策略、场所策略、推销策略以及价格策略。%Although it is an island country, Singapore has attached the importance by linguists all over the world because of its complicated language structure. Since 1970s Speak Mandarin Campaign has been carried out for 35 years. Based on Language Marketing theory, this paper aims to examine what marketing strategies are adopted in Singapore’s Speak Mandarin Campaign to promote Chinese language as a“product”, and summarize the product strategy, place strategy, promotion strategy and price strategy of the campaign.
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