摘要
随着全球化进程的加快,各国交流合作的广度和深度越发深入,国家品牌亦受到世界各国越来越多的重视。国家品牌作为一个国家的软实力和战略资本,具有非常强的影响力。目前学术界集中关注于营销领域的国家品牌对消费者行为的影响,而国家品牌对旅游、投资、出口的影响仅仅基于理论层面或某一侧面进行探讨,缺少进一步深入的实证研究。鉴于此,本文梳理在国内外文献的基础上,界定国家品牌的内涵,构建国家品牌效应的形成机制,总结国家品牌对跨国企业国际化路径选择的影响,并分别从消费、文化、旅游以及出口与投资四个方面提出提升国家品牌形象的建议。
With the acceleration of the process of globalization, the exchanges and cooperation between countries have become more and more extensive and in-depth. National brands have attracted more and more attention from countries all over the world. As a country’s soft power and strategic capital, national brands have a very strong influence. At present, the academic circle focuses on the influence of national brands in the field of marketing on consumer behavior, while the influence of national brands on tourism, investment and export is only based on the theoretical level or a certain side, with the lack of further in-depth empirical research. In view of this, on the basis of domestic and foreign literatures, this paper defines the connotation of national brand, constructs the formation mechanism of national brand effect, summarizes the influence of national brand on the choice of internationalization path of multinational enterprises, and puts forward some suggestions to improve national image from the aspects of consumption, culture, tourism, and export and investment.
作者
刘培
杨一翁
Liu Pei;Yang Yiweng
出处
《企业经济》
北大核心
2021年第9期12-19,共8页
Enterprise Economy
基金
国家自然科学基金青年项目“爱恨交织,你愿意去旅游吗?——消费者敌意、善意和矛盾情感对消费者出国旅游决策的影响机制研究”(项目编号:71802005)。
关键词
国家品牌
国家品牌效应
形成机制
企业国际化
national brand
national brand effect
formation mechanism
enterprise internationalization
作者简介
刘培,中央财经大学商学院博士生,研究方向为品牌战略管理与消费者行为;杨一翁,北方工业大学经济管理学院副教授,经济学博士,研究方向为市场营销与品牌管理。(北京100081)。
