“中国梦”国家品牌的建构

发布时间：2018-03-24 22:46

本文选题：“中国梦”　切入点：国家品牌　出处：《湖南师范大学》2015年硕士论文

【摘要】：国家品牌的设计和建构可以帮助一个国家树立良好的国家形象,增强软实力,增强国际竞争力。文章认为,引入国际政治营销学和传播学的理念,将中共十八大后提出的“中国梦”打造为国家品牌,是一种必要而且可行的科学选择。基于中国国家形象的品牌价值低于国家实力水平的现实情况,建构国家品牌有利于改善中国国家形象和有助于提升中国软实力。“中国梦”作为国家品牌,具备国家品牌的基本形成条件,并且“中国梦”符合国家品牌组成要素的要求。而在制定一套完整的国家品牌战略来提升中国的国际形象时,应注重顶层设计,建立直属国家核心部门的国家品牌委员会;创造良好的来源国效应;凸显文化价值理念的核心地位,增强中国文化的吸引力;发挥想象力,善于运用营销、传播技巧推广国家品牌。将“中国梦”打造为既能增强国民的凝聚力,同时也能产生良好国际政治营销效益的国家品牌。
[Abstract]:The design and construction of national brand can help a country to establish a good national image, strengthen soft power and enhance international competitiveness. It is a necessary and feasible scientific choice to build "Chinese Dream", which was put forward after the 18th CPC National Congress, into a national brand. The reality is that the brand value based on China's national image is lower than the level of national strength. Building a national brand is conducive to improving China's national image and promoting China's soft power. As a national brand, Chinese Dream has the basic conditions for the formation of a national brand. And "Chinese Dream" meets the requirements of the elements of national brand composition. When formulating a complete national brand strategy to promote China's international image, we should pay attention to the top-level design and establish a national brand committee directly under the core departments of the state; Create a good source country effect, highlight the core position of cultural values, enhance the attractiveness of Chinese culture, use imagination, and be good at marketing, Communication skills promote national brand. "Chinese Dream" will not only enhance the cohesion of the people, but also produce good international political marketing benefits of the national brand.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D61;D822

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