中國國家形象之建構(gòu)：一種品牌國家形象的研究
發(fā)布時(shí)間：2018-07-25 07:38
【摘要】：政治營銷是公共外交的一個(gè)新的思維,“隨著全球化和媒體革命性地發(fā)展,已使得每一個(gè)國家更明白自身的形象、聲譽(yù)及態(tài)度。簡單而言,就是品牌。過去的傳統(tǒng)外交重要性已經(jīng)消失,在未來,政治家必須訓(xùn)練自己有更好的國家品牌資產(chǎn)經(jīng)營能力。品牌國家不但與他們自己競爭,更需要與世界的超級品牌媲美�！边@是知名荷蘭學(xué)者Peter Van Ham在2001年發(fā)表文章在《外交事務(wù)》上的看法。 國家形象是一個(gè)抽象的概念,也是一種刻板印象,如何能將國家形象具象化、品牌化?本研究以美國紐約時(shí)報(bào)社論和英國泰晤士報(bào)社論中有關(guān)中國議題的報(bào)道經(jīng)過客觀的實(shí)證分析,以一手資料和實(shí)證分析后得出之?dāng)?shù)據(jù)描繪出英、美兩國主流媒體對外報(bào)道的中國形象圖,觀察我國國家形象上的優(yōu)、劣。除此之外,也運(yùn)用這些數(shù)據(jù)來分析從2007-2012年六年以來我國的國家形象轉(zhuǎn)換現(xiàn)況,觀察歷經(jīng)2008年我國舉辦了北京奧運(yùn)、2009年商務(wù)部推出“中國制造”的我國產(chǎn)業(yè)品牌形象廣告、2010年的上海世博會、以及2011年在美國紐約時(shí)報(bào)廣場播送的第一支國家形象廣告等,經(jīng)由政治營銷推動后我國的國家形象轉(zhuǎn)換現(xiàn)況。 經(jīng)由政治營銷將國家化后形成的「品牌國家形象」在本研究中初探性以建立七邊形品牌國家整體形象測量模型,利用七個(gè)指標(biāo),包括：NBI國家品牌指數(shù)、CBI國家品牌指數(shù)、CPI全球清廉指數(shù)、GCI全球競爭力指數(shù)、InterBrand世界百大品牌指數(shù)、BrandZ世界百大品牌指數(shù)、媒體因素(美國和英國主流媒體社論報(bào)道內(nèi)容分析)等類目所形成的國家形象結(jié)構(gòu)性因素七大指標(biāo),在運(yùn)用這些指標(biāo)的數(shù)據(jù)測量和描繪出我國的品牌國家整體形象圖,用以觀察這些指標(biāo)彼此之間相互聯(lián)動關(guān)系,并以用此模型來測量和檢驗(yàn)品牌國家形象是否良好及完善。 本研究試圖在建構(gòu)國家形象的各個(gè)面向中,以公共外交為核心,以國際宣傳為平臺、政治營銷為手段、品牌國家為工具,透過產(chǎn)業(yè)品牌帶動國家品牌形象營銷的成功案例、以及美國主流媒體和英國主流媒體的中國國家形象,交叉分析出我國目前的國家形象和國家形象轉(zhuǎn)換現(xiàn)況。探索我國在策劃成為品牌國家和建構(gòu)品牌國家形象上的優(yōu)缺點(diǎn),找尋更優(yōu)勢的建議和解決方案以供參考。
[Abstract]:Political marketing is a new way of thinking in public diplomacy. "with the development of globalization and the revolutionary development of the media, every country has become more aware of its image, reputation and attitude. Simply put, it is the brand. The importance of traditional diplomacy in the past has faded, and in the future politicians must train themselves to be better able to run national brand assets. Brand countries not only compete with themselves, but also need to compete with the world's super brands. " This is the famous Dutch scholar Peter Van Ham published an article in 2001 in the Foreign Affairs. The national image is an abstract concept, is also a kind of stereotype impression, how can the national image concrete, brand? This study uses the editorial of the New York Times of the United States and the editorial of the Times of the United Kingdom on the issue of China after an objective empirical analysis, with first-hand data and empirical analysis of the data obtained from the depiction of Britain, The image of China reported by the mainstream media of the United States and the United States, the image of our country is observed to be superior and inferior. In addition, these data are also used to analyze the current state of national image transformation in China over the six years from 2007 to 2012. After holding the Beijing Olympic Games in 2008, the Ministry of Commerce launched the "made in China" industrial brand image advertisement in 2009, the 2010 Shanghai World Expo, and the first national image advertisement broadcast in New York Times Square in 2011, etc. The current situation of national image transformation in China is promoted by political marketing. The "brand national image" formed by the nationalization of political marketing is studied in this study to establish a measurement model of the national overall image of a heptagon brand, and to use seven indicators. Including the: NBI National Brand Index, CBI National Brand Index, CPI Global Integrity Index, GCI Global Competitiveness Index, InterBrand 100 World Brand Index, BrandZ World Top 100 Brand Index. Seven indicators of national image structural factors, such as media factors (analysis of editorial coverage in mainstream media in the United States and Britain) and other categories, are used to measure and depict the overall image of China's brand countries. This model is used to measure and test whether the national image of the brand is good and perfect. This research attempts to construct the national image in each aspect, taking the public diplomacy as the core, the international propaganda as the platform, the political marketing as the means, the brand country as the tool, through the industry brand to drive the national brand image marketing the successful case. And the Chinese national image of the American mainstream media and the British mainstream media, and the cross-analysis of the current situation of China's national image and national image transformation. This paper explores the advantages and disadvantages of our country in planning to become a brand country and constructing a brand country image, and looks for more advantageous suggestions and solutions for reference.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2013
【分類號】：D820
本文編號：2143105
[Abstract]:Political marketing is a new way of thinking in public diplomacy. "with the development of globalization and the revolutionary development of the media, every country has become more aware of its image, reputation and attitude. Simply put, it is the brand. The importance of traditional diplomacy in the past has faded, and in the future politicians must train themselves to be better able to run national brand assets. Brand countries not only compete with themselves, but also need to compete with the world's super brands. " This is the famous Dutch scholar Peter Van Ham published an article in 2001 in the Foreign Affairs. The national image is an abstract concept, is also a kind of stereotype impression, how can the national image concrete, brand? This study uses the editorial of the New York Times of the United States and the editorial of the Times of the United Kingdom on the issue of China after an objective empirical analysis, with first-hand data and empirical analysis of the data obtained from the depiction of Britain, The image of China reported by the mainstream media of the United States and the United States, the image of our country is observed to be superior and inferior. In addition, these data are also used to analyze the current state of national image transformation in China over the six years from 2007 to 2012. After holding the Beijing Olympic Games in 2008, the Ministry of Commerce launched the "made in China" industrial brand image advertisement in 2009, the 2010 Shanghai World Expo, and the first national image advertisement broadcast in New York Times Square in 2011, etc. The current situation of national image transformation in China is promoted by political marketing. The "brand national image" formed by the nationalization of political marketing is studied in this study to establish a measurement model of the national overall image of a heptagon brand, and to use seven indicators. Including the: NBI National Brand Index, CBI National Brand Index, CPI Global Integrity Index, GCI Global Competitiveness Index, InterBrand 100 World Brand Index, BrandZ World Top 100 Brand Index. Seven indicators of national image structural factors, such as media factors (analysis of editorial coverage in mainstream media in the United States and Britain) and other categories, are used to measure and depict the overall image of China's brand countries. This model is used to measure and test whether the national image of the brand is good and perfect. This research attempts to construct the national image in each aspect, taking the public diplomacy as the core, the international propaganda as the platform, the political marketing as the means, the brand country as the tool, through the industry brand to drive the national brand image marketing the successful case. And the Chinese national image of the American mainstream media and the British mainstream media, and the cross-analysis of the current situation of China's national image and national image transformation. This paper explores the advantages and disadvantages of our country in planning to become a brand country and constructing a brand country image, and looks for more advantageous suggestions and solutions for reference.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2013
【分類號】：D820
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 曾河山;;從英法韓文化戰(zhàn)略看國家形象的塑造[J];對外大傳播;2007年02期
2 沈琬;;全球化時(shí)代國際政治傳播的軟權(quán)力優(yōu)勢[J];福建論壇(社科教育版);2011年12期
3 王吉;;國際政治傳播對國際關(guān)系的影響初探[J];法制與經(jīng)濟(jì);2006年04期
4 孫有中;國家形象的內(nèi)涵及其功能[J];國際論壇;2002年03期
5 陳岳,雷伯勇;國際傳播在國際政治中的作用[J];國際新聞界;1997年04期
6 徐進(jìn);;國家品牌指數(shù)與中國國家形象分析[J];國際關(guān)系學(xué)院學(xué)報(bào);2012年01期
7 李正國;;國家形象構(gòu)建:政治傳播及傳媒影響力[J];現(xiàn)代傳播(中國傳媒大學(xué)學(xué)報(bào));2006年01期
8 趙雪波;;關(guān)于國家形象等概念的理解[J];現(xiàn)代傳播(中國傳媒大學(xué)學(xué)報(bào));2006年05期
9 劉乃京;文化外交——國家意志的柔性傳播[J];新視野;2002年03期
10 沈琬;;政治營銷與國家品牌:中國,是該包裝的時(shí)候了[J];新聞傳播;2011年12期
，本文編號：2143105
本文鏈接：http://sikaile.net/guanlilunwen/pinpaiwenhualunwen/2143105.html
最近更新
教材專著
