日本“国家品牌化”战略建构路径及效果  

The Strategy of“National Branding”in Japan:Construction Path and Effect

作　　者：刘青梅 LIU Qing-mei(Information Engineering University, Luoyang Campus, Luoyang, Henan, 471003, China)

机构地区：[1]信息工程大学洛阳校区,河南洛阳471003

出　　处：《日本问题研究》2022年第3期55-63,共9页Japanese Research

基　　金：信息工程大学双重建设项目“我国周边安全热点问题研究”(JCJS2020B004)。

摘　　要：随着全球化程度的不断加深,“国家品牌化”战略越来越成为一国展示良好形象、推行公共外交的重要方式。21世纪初以来,日本政府构建“国家品牌化”战略的过程中,既参照了国际新闻学界和政治学界提出概念中的通行做法,又兼顾了日本品牌的身份定位。具体而言,可以概括为公私部门联手制定战略总体框架、凸显品牌中的文化特性以及采取多种渠道拓宽宣传口径三个方面。由于“国家品牌化”战略是一项富有争议且高度政治化的活动,故而评定日本“国家品牌化”战略的建构效果时,除了使用国际通用的NBI模型数据标准外,也应采用一种更为综合的视野。With the deepening of globalization,the strategy of“national branding”has become an important way for a country to present a good image and carry out public diplomacy.Since the beginning of the 21st century,in the process of constructing the strategy of“national branding”,the Japanese government has not only referred to the common practice in the international journalism and political circles to put forward the concept,but also considered the identity positioning of Japanese brands.Specifically,it can be summarized as the public and private sectors to jointly formulate the overall strategic framework,highlight the cultural characteristics of the brand and broaden the propaganda aperture through a variety of channels.As the strategy of“national branding”is a controversial and highly politicized activity,a more comprehensive view is also applied to evaluate the construction effect of Japan's strategy in addition to the international standard of NBI model data.

关 键 词：“国家品牌化”战略 公共外交 建构路径 效果 

分 类 号：D801[政治法律—政治学] G115[政治法律—外交学]