整合营销传播视阈中的中国知识产权形象建构研究  

On the Construction of the Chinese Image of Intellectual Property Rights from the Perspective of Integrated Marketing Communication

作　　者：胡允银[1] 李金花[1] 李红伟[2] 

机构地区：[1]台州学院,浙江台州318000 [2]重庆大学法学院,重庆400044

出　　处：《科技与经济》2013年第6期66-70,共5页Science & Technology and Economy

基　　金：国家社会科学基金项目--"‘战略--形象’协同视角下国家知识产权形象建设研究"(项目编号:13BGL003;项目负责人:胡允银)成果之一

摘　　要：界定了国家知识产权形象概念内涵和构成要素,分析了开展国家知识产权形象整合营销传播的迫切性和机遇,探讨了国家知识产权形象整合营销传播模式的精要,阐述了国家知识产权形象整合营销传播的基本问题,为中国知识产权形象建设做了有益探索。This paper defines the concept connotation of image of Chinese intellectual property rights and its constituent elements. It explores the necessity and opportunity to carry out the integrated marketing communication on the image of Chinese intellectual prop- erty rights, and states the essentials of integrated marketing communication model on the image of Chinese intellectual property rights, and discusses the basic problems of the integrated marketing communication on the image of Chinese intellectual property rights, it is an useful research for the construction of Chinese intellectual property rights image.

关 键 词：整合营销传播 知识产权形象 中国 

分 类 号：F204[经济管理—国民经济] F274