基于“来源国效应”的中国国家品牌资产构建研究
发布时间：2018-11-15 19:09
【摘要】： 在经济全球化的时代,国家与国家之间的经济联系越来越紧密,但同时竞争也在不断激化。国家必须不断提升自身的形象,以争夺各种稀缺外部资源,而国际市场是各国竞争的焦点。通过国家品牌资产构建,实行国家品牌化,能够有效地重建或改善国家整体形象,提高国家的国际竞争能力。本文基于经济全球化的新形势,对来源国效应与国家品牌资产构建的相互作用进行研究分析,进而探讨了国家品牌资产构建的影响因素和途径,并通过对我国国内外现状的分析,尝试提出了我国国家品牌资产构建的策略建议。目前,我国正遭遇负面来源国效应的困扰,负面来源国形象的成因既有企业自身的因素,也有国家以及外部因素的作用。负面来源国形象对我国国家品牌资产造成了损害,国家品牌资产的不足会给我国的经济利益带来损失,阻碍经济的进一步发展。同时,由于我国经济增长的对外依存度较高,且出口产品在国际上的覆盖面非常广,来源国形象对我国国家品牌资产的构建具有很大的影响作用。因此,我国可以将改善来源国形象作为突破点进行国家品牌资产构建,同时借助于国家品牌营销的手段进行国家品牌的推广,并且积极参加国际议程设置以降低负面国际舆论对我国的影响。
[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.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
本文编号：2334186
[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.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
【参考文献】
相关期刊论文 前5条
1 吴坚,符国群;原产地形象──一个国际市场上影响消费者选择的重要因素[J];商业研究;2000年01期
2 刘昌黎;经济全球化新论[J];财经问题研究;2003年05期
3 王海忠,赵平;品牌原产地效应及其市场策略建议——基于欧、美、日、中四地品牌形象调查分析[J];中国工业经济;2004年01期
4 孙有中;国家形象的内涵及其功能[J];国际论坛;2002年03期
5 李永强,陈锟;原产地效应及其在国际营销中的作用[J];电子科技大学学报(社科版);2004年04期
相关硕士学位论文 前1条
1 臣淑君;产品来源国对消费行为的影响研究[D];东华大学;2007年
，本文编号：2334186
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2334186.html
