【摘要】： 在經(jīng)濟(jì)全球化的時(shí)代,國家與國家之間的經(jīng)濟(jì)聯(lián)系越來越緊密,但同時(shí)競(jìng)爭(zhēng)也在不斷激化。國家必須不斷提升自身的形象,以爭(zhēng)奪各種稀缺外部資源,而國際市場(chǎng)是各國競(jìng)爭(zhēng)的焦點(diǎn)。通過國家品牌資產(chǎn)構(gòu)建,實(shí)行國家品牌化,能夠有效地重建或改善國家整體形象,提高國家的國際競(jìng)爭(zhēng)能力。本文基于經(jīng)濟(jì)全球化的新形勢(shì),對(duì)來源國效應(yīng)與國家品牌資產(chǎn)構(gòu)建的相互作用進(jìn)行研究分析,進(jìn)而探討了國家品牌資產(chǎn)構(gòu)建的影響因素和途徑,并通過對(duì)我國國內(nèi)外現(xiàn)狀的分析,嘗試提出了我國國家品牌資產(chǎn)構(gòu)建的策略建議。目前,我國正遭遇負(fù)面來源國效應(yīng)的困擾,負(fù)面來源國形象的成因既有企業(yè)自身的因素,也有國家以及外部因素的作用。負(fù)面來源國形象對(duì)我國國家品牌資產(chǎn)造成了損害,國家品牌資產(chǎn)的不足會(huì)給我國的經(jīng)濟(jì)利益帶來損失,阻礙經(jīng)濟(jì)的進(jìn)一步發(fā)展。同時(shí),由于我國經(jīng)濟(jì)增長的對(duì)外依存度較高,且出口產(chǎn)品在國際上的覆蓋面非常廣,來源國形象對(duì)我國國家品牌資產(chǎn)的構(gòu)建具有很大的影響作用。因此,我國可以將改善來源國形象作為突破點(diǎn)進(jìn)行國家品牌資產(chǎn)構(gòu)建,同時(shí)借助于國家品牌營銷的手段進(jìn)行國家品牌的推廣,并且積極參加國際議程設(shè)置以降低負(fù)面國際輿論對(duì)我國的影響。
[Abstract]:In the era of economic globalization, the economic relationship between countries is getting closer and closer, but at the same time, competition is becoming more and more intense. Countries must constantly improve their image in order to compete for various scarce external resources, and the international market is the focus of competition. Through the construction of national brand assets and the implementation of national branding, the overall image of the country can be effectively rebuilt or improved, and the international competitiveness of the country can be enhanced. Based on the new situation of economic globalization, this paper studies and analyzes the interaction between the source country effect and the construction of national brand equity, and then probes into the influencing factors and approaches of the construction of national brand equity. Based on the analysis of the present situation at home and abroad, this paper tries to put forward some strategic suggestions for the construction of national brand equity. At present, China is suffering from the negative source country effect. The cause of the negative image of the source country is not only the enterprise itself, but also the national and external factors. The negative image of the country of origin has caused harm to the national brand equity of our country. The shortage of the national brand equity will bring loss to the economic benefit of our country and hinder the further development of the economy. At the same time, because of the high degree of external dependence of China's economic growth and the wide international coverage of export products, the image of the country of origin has a great impact on the construction of China's national brand assets. Therefore, China can improve the image of the country of origin as a breakthrough point to build national brand assets, and at the same time, by means of national brand marketing to promote the national brand. And actively participate in the setting of international agenda to reduce the negative impact of international public opinion on our country.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

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本文編號(hào)：2334186