国际政治与营销学的融合:理论构建和应用  

The Integration of International Politics and Marketing: Theoretical Constructions and Applications

作　　者：刘奕玮 LIU Yi-wei(School of International Relations,Sun Yat-sen University,Zhuhai,Guangdong 519082)

机构地区：[1]中山大学国际关系学院,广东珠海519082

出　　处：《汕头大学学报（人文社会科学版）》2022年第7期57-66,95,共11页Journal of Shantou University(Humanities and Social Sciences Edition)

摘　　要：向世界传播中国当代价值观念是当前的重要任务,但传播过程中的自说自话现象不利于传播工作的开展。营销学蕴含的受众导向思维对于传播中国当代价值观念具有重要现实意义。国际政治营销是基于营销学和政治营销发展而来的概念,是国际政治行为体使用营销学的工具实现政治目的的活动。营销学的工具可以被用于国际政治是因为国际政治营销与营销学具有相似的应用背景,他们都服务于某种交换行为。从以国家作为营销主体和以外国民众作为营销对象的角度出发,二者之间具体的交换内容体现在国家利用作为服务的对外战略与政策来换取外国民众对战略与政策承载的价值观念的接受和认同。在具体应用上,国家可以采用“5P”国际政治营销组合来促成交换的完成。“5P”代表产品、渠道、推广、参与者和民意调查,2022年北京冬奥会是“5P”营销组合的一次成功且有效应用。国际政治营销在未来拥有广阔的研究空间。The communication of contemporary Chinese values to the world is an important task, but the phenomenon of monologue in the communication process is not conducive to it. The audience-oriented thinking embedded in marketing is of great relevance to the communication of contemporary Chinese values. International Political Marketing is a concept based on marketing and political marketing and is the activity of international political actors using marketing tools to achieve political purposes. The tools of marketing can be applied in international politics because international political marketing and marketing have similar application contexts in that they both serve certain exchange behavior. From the perspective of the state as the marketing practitioner and the foreign public as the marketing object, the exchange between the two is reflected in the state’s use of foreign strategies and policies as services in exchange for the foreign public’s acceptance and recognition of the values carried by the strategy and policies.Specifically, the state can use the“5Ps”International Political Marketing Mix to facilitate the exchange. The“5P”represent product, place, promotion,participants and polling. The 2022 Beijing Winter Olympics is a successful and effective implementation of the“5P”. International Political Marketing is a field that deserves further research.

关 键 词：国际政治营销 营销学 营销组合 北京冬奥会 

分 类 号：D820[政治法律—政治学]