摘要
如何树立当代中国国家形象,如何开展持续有效的国家形象对外传播,让世界了解中国,向世人展现中国形象,是我国国家软实力建设的一个重要课题。国家形象塑造和传播是一项长期的系统工程,需要建立国家级别的统筹协调机构来进行国家形象的统筹规划和管理,需要对国家形象核心要素和差异化特色进行系统梳理,并在此基础上确定国家形象的精确定位以及整合营销传播策略。国家形象应主要围绕国家形象标识、国情综合形象、政府形象、企业形象、城市形象、历史形象、文化形象和国民素质等核心要素进行多维塑造。同时,通过新媒体传播、广告传播、事件营销、口碑营销、公共外交、公共关系等主要策略来进行立体传播。
In order to promote true understanding and promote China effectively to the world,it is important to investigate and research the means by which to build an effective Chinese national image and accompanying sustainable communication strategy.The author of this paper takes the stance that the process of building national image takes place in the long-term and requires sufficient strategic planning and management including concerted effort and support from all levels and divisions of relevant management.Building national image requires a thorough study of the core values of the country,as well as an understanding of the unique features of its cultures and people.Based on this research,brand positioning strategies should be adopted with the subsequent implementation of an integrated marketing communication plan.The author proposes that the building of national image should be multi-faceted.Outputs should include: focused work on the design of the national logo,representation of the holistic image of the country,the image of government,businesses,cities,historical heritages,culture,people,etc.The integrated marketing communication plan should be carried out through strategies such as news releases,advertisements,public events,word-of-mouth,new media communication,public diplomacy,public relations and so forth.
出处
《清华大学学报（哲学社会科学版）》
CSSCI
北大核心
2013年第2期141-152,161,共12页
Journal of Tsinghua University(Philosophy and Social Sciences)
