国家形象建构中的自主品牌顶层传播战略研究——以国家领导人为载体的品牌传播模型与机制

发布时间：2018-06-28 21:12

本文选题：国家形象 + 国家领导人　；参考：《现代传播(中国传媒大学学报)》2015年04期

【摘要】：品牌是国家和地区经济实力和竞争能力的集中体现,要在国际社会构建我国经济富国的国家形象、实现民族复兴的"中国梦",必须加强自主创新、推进自主品牌发展。本文聚焦于与国家领导人相关的自主品牌传播行为,从中探寻其背后国家形象战略层面的深层关系内涵,基于"顶层设计"概念提出以国家领导人为核心载体的"自主品牌顶层传播模型",并对国家领导人对自主品牌传播的载体作用及其传播机制展开深入分析。
[Abstract]:Brand is the concentrated embodiment of national and regional economic strength and competitive ability. In order to construct the national image of China's economic rich country and realize the "Chinese Dream" of national rejuvenation in the international society, we must strengthen independent innovation and promote the development of independent brand. This paper focuses on the independent brand communication behavior related to national leaders, from which to explore the underlying national image of the strategic level of the deep relationship, Based on the concept of "top-level design", this paper puts forward a "top-level communication model of independent brand" with national leaders as the core carrier, and deeply analyzes the role of national leaders in the carrier of independent brand communication and its communication mechanism.
【作者单位】：中国传媒大学经济与管理学院;
【分类号】：G206-F

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