Title: Literature Review on National Image and Outlooking from A Marketing Perspective:A Research Based on CSSCI(2001~2011)
Abstract: In this paper,we select 305 papers from Chinese Social Science Citation Index database,using content analysis method to analyze the publishing time、source、research content and methods of the papers and to study the marketing perspective in them.The analysis of the development of domestic national image researches over the past ten years shows that national image has become a popular issue that has drawn wide academic attention.Relevant studies are accumulating.But there are deficiencies regarding the diversity of disciplinary angles、the positioning of national image and the study on its core discourse、its communication( or popularization),etc.Besides,it is hard to find any systematic research on the culture of national image.According to the above conclusions,this paper provides suggestions on future researches on national image from a marketing perspective in terms of branding、discourse constructing、embeddedness and culture marketing.
Publication Year: 2014
Publication Date: 2014-01-01
Language: en
Type: article
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