中国国家形象之建构：一种品牌国家形象的研究
发布时间：2018-07-25 07:38
【摘要】：政治营销是公共外交的一个新的思维,“随着全球化和媒体革命性地发展,已使得每一个国家更明白自身的形象、声誉及态度。简单而言,就是品牌。过去的传统外交重要性已经消失,在未来,政治家必须训练自己有更好的国家品牌资产经营能力。品牌国家不但与他们自己竞争,更需要与世界的超级品牌媲美。”这是知名荷兰学者Peter Van Ham在2001年发表文章在《外交事务》上的看法。 国家形象是一个抽象的概念,也是一种刻板印象,如何能将国家形象具象化、品牌化?本研究以美国纽约时报社论和英国泰晤士报社论中有关中国议题的报道经过客观的实证分析,以一手资料和实证分析后得出之数据描绘出英、美两国主流媒体对外报道的中国形象图,观察我国国家形象上的优、劣。除此之外,也运用这些数据来分析从2007-2012年六年以来我国的国家形象转换现况,观察历经2008年我国举办了北京奥运、2009年商务部推出“中国制造”的我国产业品牌形象广告、2010年的上海世博会、以及2011年在美国纽约时报广场播送的第一支国家形象广告等,经由政治营销推动后我国的国家形象转换现况。 经由政治营销将国家化后形成的「品牌国家形象」在本研究中初探性以建立七边形品牌国家整体形象测量模型,利用七个指标,包括：NBI国家品牌指数、CBI国家品牌指数、CPI全球清廉指数、GCI全球竞争力指数、InterBrand世界百大品牌指数、BrandZ世界百大品牌指数、媒体因素(美国和英国主流媒体社论报道内容分析)等类目所形成的国家形象结构性因素七大指标,在运用这些指标的数据测量和描绘出我国的品牌国家整体形象图,用以观察这些指标彼此之间相互联动关系,并以用此模型来测量和检验品牌国家形象是否良好及完善。 本研究试图在建构国家形象的各个面向中,以公共外交为核心,以国际宣传为平台、政治营销为手段、品牌国家为工具,透过产业品牌带动国家品牌形象营销的成功案例、以及美国主流媒体和英国主流媒体的中国国家形象,交叉分析出我国目前的国家形象和国家形象转换现况。探索我国在策划成为品牌国家和建构品牌国家形象上的优缺点,找寻更优势的建议和解决方案以供参考。
[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.
【学位授予单位】：复旦大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：D820
本文编号：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.
【学位授予单位】：复旦大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：D820
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