The PIS Context Strategy Model Of Crossing Context-cultural National Image Dissemination And Research On Its Mechanism And Effects

The western scholars divided countries into two sides:High-context Culture and Low-context Culture. The two different cultures show different characters. For example, High-context Culture prefers to High Considerateness Style and Low-context Culture prefers to High Involvement Style. In inter-cultural communication, the former prefers direct style and the later prefers indirect style. The opposite characters lead inter-cultural communication to a series of difficult situation. In order to solve the situation, different context-culture countries are competing to construct and disseminate their national image. The formation of national image is a cognitive process, including distant stimulus, close stimulus and-coding stimulus. Therefore, how to take the advantages of context strategy to improve national image becomes more and more important.Based on the research status, this paper combines target marketing and relevant theories to put forward the PIS context strategy model of crossing context-cultural national image dissemination. The three main elements are as follows, participants and instrumentalities and situation. This research also combines the classic case china’s national image "character articles" to prove its practical value. Finally, this paper lists the conclusion. By using the PIS model in crossing context-cultural national image dissemination, the identity will be improved in some degree.The paper includes six chapters:Firstly, the main contents are research background, significance, methods, and formation and innovation points. By analyzing the contents mentioned above, the title of this paper is put forward-the "Context Strategy" of Crossing Context-cultural National Image Dissemination and Research on Its Mechanism and Effects.Secondly, this chapter mainly introduces the definition and literature review and theory review. Literature review is essential to master home and abroad current research. Meanwhile, congruity theory and relevant theory will explain the mechanism.Thirdly, the context strategy of crossing context culture national image-PIS model is put forward in this chapter. In the PIS, Participants means the model is based on analyzing the difference between high-context culture and Low-context culture, and then points out context strategy to realize the national image dissemination; Instrumentalities has great power to strength the effects of national image dissemination; the specific Situation also can increase the possibilities of the identity from target countries. Moreover, the model is based on marketing conception and the cognitive needs. The main focus is to improve the identity of national image.Fourthly, by analyzing the key focuses and relevant reports in the case of China’s national image "character article", the practical value of PIS can be proved well. However, the comments on the propaganda effects of "character article" are mixed. In fact, the strategies are valuable to promote. In general, crossing context cultural national image is a gradual process, and the first step is to attract audiences’ attention. This research is based on objective analysis. Then absorbs the essence and discard the dregs, in order to improve the identity of crossing context culture national image.Fifthly, in order to explain the mechanism of PIS, this chapter combines cognitive theory and relevant theory. As is known to all, national image dissemination is the most important step in national marketing. And then, this chapter also emphasizes that successful national image dissemination has the great effects on its economic development, and then explain the relationship among national image and product and brand.Sixthly, the main conclusion will be listed in this chapter, and point out the limitations and future research. In theory, PIS context strategy model contributes to solve the present situation. However, the future research on this topic should be on exploring its more extensive applicability. Crossing context-cultural national image dissemination is a long-term process, so a successful national marketing should be defined as an instant development.