国家何以“品牌化”——兼论中国的国家品牌塑造  

How to Branding the Nation: China Nation Branding Practice

作　　者：康瑾 丁佳 Kang Jin;Ding Jia

机构地区：[1]School of Advertising, Communication University of China

出　　处：《现代广告》2019年第6期31-40,共10页Modern Advertising

摘　　要：本文首先梳理了与原产国效应、国家形象和国家品牌有关的营销学、传播学和政治学理论,澄清了国家何以“品牌化”的理论脉络;其次分析了历史上西方人心目中矛盾的中国形象的成因及转化路径;最后结合改革开放以来中国面临的机遇与挑战,对近些年来政府主导的自上而下的国家品牌塑造活动以及民间力童推动的自下而上的国家品牌塑造活动进行了分析,并指出未来中国国家品牌塑造应该弱化政府主导,凝练核心价值,以务实态度应对新的挑战。First of all, the theories of Country-of-origin Effect, Country Image and Nation Branding are reviewed from marketing, communication and politics perspective in order to clarity the historical sequence of the ideas about"how to banding the nation", Secondly, the paradoxical and dynamic image of China in the west is decoded. Thirdly, top-down and bottom-up nation branding efforts made by government and company or citizen are analyzed respectively, Finally, suggestions are discussed, including weakening government orientation, focusing on core value, coping with challenges in a pragmatic way.

关 键 词：国家品牌 国家形象 原产国效应 国家品牌资产 

分 类 号：G219.712[文化科学—新闻学]