ABSTRACT

There are more than 130 dialects in China. Relevant data show that when the popularization rate of Putonghua exceeds 60%, there will be a significant positive correlation effect on the economy. The promotion of Putonghua plays an increasingly important role in blocking the intergenerational transmission of poverty and helping to overcome poverty. Illiterate and unable to speak Putonghua make people who only know dialect have less opportunities to participate in the market than others, which is an important reason for deep poverty. For this reason, China Mobile, together with the Ministry of education, the Poverty Alleviation Office of the State Council, the State Language Commission and iFLYTEK, has helped people who only understand dialects to learn Mandarin through app. The project relies on big data management platform, user segmentation marketing strategy, cooperative operation service and effective communication mechanism to ensure the optimal effect.

Through Mandarin learning, the project has helped the local poor build a bridge for migrant workers to become rich, stimulate the endogenous motivation to get rid of poverty and become rich, and effectively help the local poor improve their average income, which has benefited 213,000 poor people. Among them, 68000 are young and middle-aged workers who don't speak Mandarin. More than 20,000 poor people have received customized machines for "language poverty alleviation" and enjoy traffic relief. They save more than 1,130 yuan per year on mobile phones and traffic expenses per capita. 701 Putonghua demonstration villages are successfully built, which are distributed in 61 counties and cover 51 poor counties. Among them, 46 counties have achieved poverty alleviation, accounting for more than 90%.

BACKGROUND

There are more than 130 dialects in China. Relevant data show that when the popularization rate of Putonghua exceeds 60%, there will be a significant positive correlation effect on the economy. Every time an individual's Putonghua level is upgraded, the employment probability will increase by 16%. Illiterate and unable to speak Putonghua make people who only know dialect have less opportunities to participate in the market than others, which is an important reason for deep poverty.

INTERVENTIONS Under the guidance of the Ministry of education and the Poverty Alleviation Office of the State Council, China Mobile integrates the advantages of informatization, promotes the establishment of a learning platform for popularization and popularization, popularizes Putonghua on the principle of low cost, wide coverage and sustainability, and provides language path for poor people to obtain market resources.

(1) Developing "language poverty alleviation" app

"Language poverty alleviation" app covers 1000 common words and 500 local high-frequency words, including literacy courses, daily life and autonomous learning. The system automatically gives evaluation feedback based on artificial intelligence and big data technology, and then quickly improves language application ability through targeted training. The overall interface of app is shown in the figure below:

The details of the three plates are as follows:

The first is literacy course, which includes three links of "learning", "Practicing" and "testing". The "learning" is based on the principle of "from easy to difficult" to recognize characters with pictures and text. Learners can master the pronunciation of characters by reading the system standard sound, and the system will automatically evaluate and give feedback after reading them. The "Practicing" is consolidated by listening to the sound and reading the pictures Learning results, improve learning efficiency. "Test one test" is to test after several class hours to improve the learning interest and cognitive level of Putonghua.

Figure 2 introduction of "literacy course" module

The second is daily life: the platform provides pictures of different scenes of daily life. Learners can choose the scene to learn according to different learning needs, and then choose sentences or scenes to learn dialogue. Through listening, following and evaluating, learners can learn daily language.

Figure 3 introduction of "schedule life" module

The third is autonomous learning: the platform automatically synthesizes the text that the learners input and pastes to generate standard pronunciation; the learners can follow the reading and the system will automatically give feedback after reading. Through repeated training, learners' language application ability can be improved rapidly.

(2) Carry out 4G network infrastructure construction to ensure poor people access to network resources

In order to ensure that the population in poverty-stricken areas can use app to learn Putonghua, it is necessary to do a good job of network security. China Mobile's current 4G + network and broadband network coverage is the highest among the three operators. In Yunnan, the 4G network has achieved 100% coverage of administrative villages in the whole province, and the maximum network download speed reaches 330mbps. In addition, China Mobile has continued to increase investment. By the end of 2018, it had invested 53.8 billion yuan in the "village communication project" and the "pilot project of telecom universal service", and completed 122,000 natural village telephone and 33,000 administrative village broadband. From 2018 to 2020, six provinces and autonomous regions of "three regions and three states" plan to invest 630 million yuan for broadband construction. At the same time, in the campus broadband multiplication plan, poverty-stricken areas will enjoy the rights and interests of network access priority, speed up and fee reduction, and strive to achieve the network access rate of more than 70% in the "three regions and three states" areas by 2020, and realize the network speed doubling or more than 50 megabytes, and the unit price per megabyte will be reduced by 50%.

(3) Flow subsidy to poor households

In the "three districts and three prefectures" area, many people do not have mobile phones, and many people have mobile phones but can not afford to use the traffic. China Mobile provides half price mobile phone purchase service for these people. At the same time, it divides the poor into three categories. For ordinary poor households, it provides a monthly minimum consumption service of 18 yuan, and for the poverty-stricken households, it provides a monthly minimum consumption service of 12 yuan Poor households do not require minimum consumption every month. At the same time, according to the survey and calculation, China Mobile provides 5G app directed traffic for 4.5 million poor people every month to cover the use of language app, with a period of 2 years. At the same time, users can also query the traffic usage through 10086 SMS and log in to Yunnan mobile app, so that the poor can use, afford and rest assured.

Table 1 tariff standard of "language poverty alleviation package"

(4) Carry out publicity of Putonghua learning

Aiming at the defect of "three districts and three states" poor people's lack of information, China Mobile, with the help of its own business hall, has worked together with the education authorities to publicize the language poverty alleviation app. Taking Yunnan Company as an example, it jointly held a press conference with more than 20 news media, and carried out Omni channel publicity and promotion in 645 business halls, 15000 social channels and 10800 village level service stations; and established a Putonghua demonstration village with the competent education authorities to realize the replication effect through benchmarking.

After providing integrated learning guarantee for the poor, we should also ensure that they can truly play their learning effectiveness. Therefore, based on big data technology, we also established data collection tools and big data management and analysis platform for poor users in the late learning period, so as to realize accurate analysis, precise management and accurate service of the poor population, and improve the poverty alleviation efficiency, and provide data support for the education authorities Support and realize the dynamic process of poverty alleviation and the explicit process of poverty alleviation.

Taking Yunnan Company as an example, firstly, the requirements of vigorously promoting language poverty alleviation app and promoting Mandarin learning are conveyed in the provincial education system and mobile state and city branches. At the same time, we should actively publicize the profound significance of poverty alleviation, ignite the public's interest in language poverty alleviation, and then spread app to the target population in Putonghua. One is to organize and hold a press conference, invite the media to participate in special reports on the battle of quality improvement, and disseminate language poverty alleviation work. At the same time, we should strengthen media cooperation and actively cooperate with more than 20 media, such as Tencent News, Sohu News, Yunnan daily, Chuncheng evening news, Yunnan TV, Kunming TV, the Central People's broadcasting station, yunnan.com and xinhuanet.com. Second, through the whole entity channel network dissemination, carry out the propaganda and download and use guidance of language poverty alleviation app in physical channels throughout the province; at the same time, 645 business offices, 15000 social channels and 10800 village level service stations of Yunnan Mobile jointly carry out the whole entity channel publicity. Third, through the whole network electronic channels, Yunnan Mobile precise SMS group sending system, sending app download address links to 74000 target groups. At the same time, Yunnan Mobile App online publicity and download, use guidelines. Aiming at 19 million online use channels, it is widely spread, strong and popular. Fourth, during the implementation of the project, six regions, three prefectures and six regions were coordinated to customize and provide free special mobile phones for the project, with a total of 1 million mobile phones. During the cooperation period, special preferential packages were provided and 5 gap directional traffic was presented.

(5) Establish the mechanism of popularizing the common knowledge from the national level

On April 3, 2019, the Ministry of education, the Poverty Alleviation Office of the State Council, the Committee of the National Language Working Committee and iFLYTEK Co., Ltd. of China University of science and technology signed the strategic cooperation framework of "popularizing and poverty alleviation" with China Mobile in Kunming, Yunnan Province to jointly carry out the strategic cooperation of "popularizing and poverty alleviation".

The Ministry of education and the State Council of language and literature provide learning resources such as 1,000 sentences of Putonghua and 500 high-frequency common words required for "poverty alleviation through Popularization", and jointly with the Poverty Alleviation Office of the State Council, the Ministry of education is responsible for guiding local education, language and poverty alleviation departments to find out the needs of popularization and tackle difficulties, organize the implementation of Putonghua learning app project, and do a good job of supervision and inspection Based on the local Putonghua training resources and social forces, we should guide the installation of Putonghua learning app for key target groups, encourage and urge them to learn and use it; we should mobilize village cadres, village staff members, and volunteers of "three to the countryside" College and secondary school students to go to the village for publicity and mobilization, help target groups download and install the app, and guide them to learn and use it. Under the guidance of the State Language Commission, iFLYTEK has developed an online Mandarin Learning app at its own expense. It uses artificial intelligence technologies such as language synthesis, speech recognition and oral evaluation to help people in poor areas learn Putonghua. Complete user manual. At the same time, it is necessary to provide technical support and services in the form of free, and provide background use data.

The bimonthly work promotion meeting was carried out jointly by China Mobile and the project cooperation units. Leaders at or above the department level of the Ministry of education and the provincial education departments attended the meeting to supervise the effective implementation of the work in six provinces. At the same time, promote the cooperative communication between China Mobile provincial company and the group: first, jointly establish a monthly communication mechanism, regularly collect the progress of poverty alleviation work in six provinces and carry out monthly notification, and assist provincial companies to solve the promotion problems, such as promoting provincial companies to further reduce the minimum mobile phone consumption. Second, organize provinces to provide targeted traffic relief services for college students to help them out of poverty. We have successfully opened targeted flow relief services for 746 volunteers in summer, helping poor people learn Putonghua.

RESULTS

Through learning Putonghua, the project helps the local poor people build a bridge to become rich by going out to work, stimulate the endogenous motivation to get rid of poverty, effectively help the local poor people to increase their average income, and promote social stability.

(1) The employment opportunities and competitive advantages of the poor have been increased

The poor people's mastery of Putonghua means that the regional restrictions have been reduced and the language barriers to local integration have been eliminated. The expansion of the radius of information communication can make it more convenient to obtain employment information, absorb more extensive and high-quality resources, increase employment opportunities and competitive advantages, gain external development power, expand development space, and flow to economically developed areas, which is conducive to change their backward concepts, enhance their self-confidence, stimulate the endogenous power of self-development, and stop poverty in the middle of the world Transmission between generations, so as to achieve fundamental and permanent poverty alleviation.

(2) Opening up communication channels has increased the income of poor families

The mastery of Putonghua has opened a channel for the villagers to communicate with the outside world. Instead of relying on the demand side to purchase in the village, it has become an active way to do business in the county. It has effectively expanded the sales channels, increased the sales volume and greatly increased the income level. There are 650 households in mangyang village, Mengsheng town. At present, only 4 households have not been lifted out of poverty. The per capita income has increased from 6200 yuan / year to 11042 yuan / year, an increase of 78%; Kongjing village has 318 farmers, 1237 rural population and 307 migrant workers. At present, farmers can use tea, flue-cured tobacco and sugarcane as their income sources. Ashaloo natural village is a semi mountainous area, with 23 households and 73 farmers, and 12 poor people. The villagers' income mainly comes from medicinal materials planting and animal husbandry. Up to now, ashalo villagers have achieved poverty alleviation. The average annual income of each villager has increased from 10,000 yuan to 40,000 yuan. The number of villagers who have downloaded the language poverty alleviation app on their mobile phones has increased from 12 to 36. The number of villagers who can communicate with each other through Putonghua has increased from 13 to 41, and the number of villagers who can understand part of Putonghua but can't speak it has increased to 9.

(3) We should stimulate the endogenous motivation of poor people to learn and form a virtuous circle

There are 2,330 villagers in mangyang village of mengprovince Town, of which 600 are migrant workers, accounting for 26%. There are 1627 villagers in Daodong village of Mengdong Town, of which 437 are migrant workers, accounting for 27%. The income of migrant workers increases and they are more willing to speak Mandarin when they come back, which stimulates the learning motivation of others around them, drives more people to learn Mandarin, and promotes the increase of migrant workers In order to form a virtuous circle.

True story

Zhao sanmuga, 42, is a wa compatriot from group 2, Xinzhai, Mengjiao village, Mengjiao Township, Cangyuan Wa Autonomous County, Lincang City, Yunnan Province, China. His hometown Cangyuan, which borders Myanmar, is the main gathering place of Wa people in China. Cangyuan is a state-level poverty-stricken county. In the past, transportation was inconvenient, and some villages still lived a primitive society before liberation.

In recent years, the poverty alleviation team has come to the village to publicize and mobilize the masses to learn Putonghua, and organized villagers to participate in Putonghua training in the village. In the past, Zhao sanmuga took an active part in the training because he had to go out to work in the past and his language proficiency made it difficult for him to find a job, learn skills and integrate with his fellow workers. The teacher teaches us to use app to learn Putonghua on mobile phones. There are words, pictures, reading, exercises and games. They are taught what to say and how to express in different situations. The content is rich and can be learned anytime and anywhere. They can also listen to their own recordings to correct pronunciation. It is very convenient to use. Through learning, Zhao sanmuga has been able to use Putonghua to sell and buy things in the market, and can also communicate with foreign guests.

Now the airport of Cangyuan County has been opened. Wengding primitive village, Menglai Grand Canyon, Nangunhe Park, Sigangli karst cave, traditional Chinese painting corridor and Yonghe port have attracted more and more tourists. The popularity of activities such as touch you Hei International Tourism Festival and wa new rice Festival has become more and more popular. More and more people choose to stay in their hometown to start a business. They can not only build their hometown, but also take care of their families He is full of confidence in getting rid of poverty and winning the battle.

LESSONS LEARNED

(1) Project implementation experience

Do a good job in user and learning data management and analysis. In the process of using app to learn Putonghua, it is necessary to make good use of the intelligent analysis technology of information technology, do a good job in data statistics and visual analysis of learning crowd, learning process and learning effect, realize learning supervision management and effect monitoring, facilitate classified learning guidance for learning crowd, and improve learning effect.

In the process of promotion, data interconnection guarantee should be adapted to local conditions. Through mining and analyzing poverty alleviation data, docking rural e-commerce, promoting tourism resources and other ways, the language learners can be linked to other poverty alleviation related industries and departments, and the poverty-stricken objects can be tracked to the home, clear and transparent.

In the process of poverty alleviation, we should pay attention to the organic combination of online and offline learning methods. It is necessary to construct the environment and conditions for poor people to learn Putonghua through a variety of channels. In areas with insufficient offline language learning resources, online app is used to realize "ice breaking"; offline learning covers areas, and online app is used to assist fragmented and accurate learning.

(2) Promoting replication ideas

1. Accelerate the promotion of language poverty alleviation app products and expand the scope of benefits

Based on regional replication, language poverty alleviation app products are suitable for areas with complex language environment and weak economic power. For example, Guangxi and other regions with many ethnic minorities have clearly proposed to adopt the online popularization method of language poverty alleviation app. Based on population replication, the current target population of app is the poverty-stricken population who have established files and registered cards. After winning the battle of poverty alleviation next year, and after the elimination of absolute poverty, the target population of poverty alleviation app can be turned to those who have already got rid of poverty but still have the language needs of migrant workers.

2. Promote and copy the "1 + 4" working mode to improve work efficiency

Applied to other groups of people in poverty alleviation through education, such as students in K12 stage, we should increase the construction of double normal classroom to promote education balance. For the people with vocational education needs, we can build vocational skills teaching platform for them and provide learning environment for users. When applied to other areas of poverty alleviation, the precedent of poverty alleviation through education can be replicated in other areas, such as building a "platform + security" system for medical poverty alleviation to maximize the benefits of poverty alleviation.

(3) Project innovation

One is to improve the level of project informatization based on the management mode of big data platform. With the "language poverty alleviation" app as the contact point, the action has built a learning big data platform for poor users, realized the accurate analysis of the poor population and the monitoring of the follow-up learning effect, and achieved fine management.

Second, carry out the marketing mode of user segmentation to ensure the accurate implementation of the project. In this action, China Mobile subdivides the poor into three categories to achieve precision marketing. For the general poor households, we provide them with a monthly minimum consumption service of 18 yuan, for the low-income families, we provide the service of 12 yuan per month, and for the extremely poor households, we do not require the minimum monthly consumption. For the poor people who already have mobile phones, only 5G app oriented traffic is provided. Meet the needs of all kinds of people.

Third, the operation service mode based on the efficient cooperation of all parties stimulates the overall joint force of the project. At the operational level, China Mobile has actively cooperated with the Ministry of education and iFLYTEK, integrating the advantages of all parties and forming a multi-party joint force to help achieve language poverty alleviation. IFLYTEK mainly provides Mandarin Learning app. China Mobile coordinates language poverty alleviation areas to customize and provide free special mobile phone and traffic preferential package for the project.