A Study On Mechanism Of Chinese Self-Owned Brand Image To The National Brand Image

The issues related to the national image have attracted much attention from international politics,international relations and the field of news and communication since 1990 s.The image of the country is not only a concentrated expression of the soft power of a country,but also the promotion of good international communication in the context of the continuous deepening of globalization.The importance of the study of the national image is self-evident.In theory,the study of the image of the country enriches the theoretical connotation of politics,diplomacy and communication.In practice,the construction of the national image plays a significant role in establishing an international reputation and winning international support for a country.The author believes that although the national image seems to be only related to the top level construction,the national image has a considerable influence on the daily life,such as the perception of foreign consumers on a country's national image will affect the desire to travel or invest,and the introduction of foreign investment and the situation of inbound consumption will also affect one.The development of the country's economy.Therefore,it is of great significance to study the perception of foreign countries on the image of a country.Comparatively speaking,the study of the image of the country from the political and diplomatic fields is more ambitious,and the research which is closer to the ordinary people's life is concentrated in the field of communication.From the field of communication,there are several main aspects of the study of national image,one is the analysis of media language,that is,how to show the national image of foreign media by the way of content analysis;two is to study the composition and measurement of the national image,and the three is to examine the national image to a country from the marketing point of view.How does the brand affect the marketing activities of the overseas market.In the third area,the theory of the country of origin is most famous.It confirms that foreign consumers will be influenced by the image of the country of origin of their products when choosing products.It is not difficult to deduce from this theory that since the image of the country of origin has some influence on the consumer brand selection behavior,whether the consumer's love or disgust of a country's brand or product will also affect its perception of the country's image of the country.Based on the above thinking,this paper will focus on whether the perception and identification of the Chinese independent brand image by foreign consumers will affect the perception of the Chinese national image,thus proving that the independent brand image is the influence factor of the national image,and the identification of foreign consumers to our country's independent brand is formed in the form of foreign consumption.It has played an intermediary role in the perception of China's national image,and thus puts forward that the construction of China's independent brand should focus on the core technology,grasp the intellectual property right,and cultivate the consumer identity when building the brand image.In the construction of the national image,it needs to strengthen the role of the business card of the independent brand and to the internal plastic.Build national confidence and win international support.