Since stepping into the 21st century, cross-cultural institutions have been playing more
and more influential roles in some cultural stages including language spreading and learning,
non-governmental exchanges between countries, and country image display. Their
successes in a marketing operation and as a management model are valuable experiences
for every country's cultural institutions to study and use for reference. This article aims at
giving some inspirations to other country's cross-cultural institutions by analyzing the
marketing mix strategies adopted by GOETHE INSTITUTE, one advanced example of
cross-cultural institutions, and summarizing its successful experience in marketing
operation.