从运动员形象的塑造看国家体育形象传播的研究——以李娜孙杨为例

对运动员形象和国家体育形象二者进行定义的构建。通过调查分析得出二者之间的关系,并结合李娜、孙杨的运动员形象塑造案例对国家体育形象传播现状进行分析,探究运动员形象与国家体育形象传播的过程以及相互影响的契合点。在此基础上,提出运动员塑造与国家体育形象传播的建议。     

试论国有零售企业的形象塑造

国有零售企业形象的塑造主要在于加强职工的思想教育，提高职工整体的文化素质，狠抓内部经营管理，强化外部的形象宣传。     

2008年奥运会与国家形象塑造

奥运会从媒体报道的角度而言，是属于全球性的媒介事件。所谓媒介事件，它指的是对媒介受众来说是实现策划的、带有一定的表演性质和象征意义的活动。现代奥林匹克运动会的创始人顾拜旦说过，“体育就是健康，是美丽，是公正，是和平，是荣誉。”奥运会的组办、媒体报道等也一直力图排除政治干扰，以祈求和平为目的。然而，奥运会全球性事件的特点，举办国将成为全世界媒体报道的中心和民众关注的焦点，其意义事实上已经远远超出体育赛事的范畴。     

名国国家形象塑造举措集锦

1991年。新西兰开展了一场题为“新西兰之路”的国家品牌运动,目的在于塑造新西兰整体国家品牌形象,创立一个国家品牌伞,在该品牌伞下,提升新西兰的商品和服务的附加价值和形象。这次国家品牌运动的目的是：（1）在国际市场上区别新西兰的产品和服务;（2）提升新西兰的独特价值观和个性;     

营销人员优秀个人形象的塑造研究

在我国产品供给远远大于需求的买方市场条件下,大多数行业的产品竞争非常激烈,并且不同品牌的产品同质化日趋严重,作为营销人员将如何在激烈的竞争中脱颖而出,让顾客能够相信我们营销人员,喜欢我们的产品,并能够频繁地购买,不断提升顾客的让渡价值,满足顾客需求的同时创造卓越的个人业绩,是我们每位营销人员非常关心的问题,也是每位营销人员迫切需要解决的问题。文章从营销人员个人外在形象提升、内在价值提升、塑造形象的核心要素和将个人形象转变成良好声誉四个方面对优秀个人形象的塑造提出相应的建议。     

论餐饮企业形象与塑造

本文针对餐饮企业为在市场竞争中有一席之地,争相实施企业形象战略的情况,论述了塑造企业形象的重要性以及应具体实施怎样的策略,以塑造良好的企业形象。     

形象塑造与广宣策略

<正> 近年来,企业深知品牌形象的塑造经营,必须经由企业方面计划性、策略性地用心规划、经营,并透过广宣活动的展开与媒体传播才会逐渐形成企业的良好品牌资产。进入新世纪后,受到时代进步与社会环境变迁的影响,消费价值观大幅改变,品牌形象的象征与个性化流行风潮高涨,特别是在许多消费族群中,已将品牌的运用视为表现身份地位的一种象征,因此品牌形象的运营,已成为企业不得不重视的经营课题。     

乡村旅游地形象塑造研究

本文首先应从地方性分析、受众感知测量和潜在市场分析三个方面对旅游地进行基础性分析,提出了由理念形象设计、行为形象设计、景观形象设计、氛围形象设计和线路形象设计等五个方面构成的乡村旅游地形象设计思路。同时,将形象传播和维护作为形象策划过程的有机组成,制定了针对乡村旅游地的形象传播策略,构筑一套较完整的乡村旅游地形象塑造方法。     

中小企业形象塑造

本文认为,中小企业的形象塑造,对促进中小企业的持续、健康发展具有重大意义。中小企业主要应注意塑造好企业文化形象、品牌形象、员工形象、企业家形象、服务形象、社会形象等     

论企业绿色品牌形象的塑造

20世纪90年代以来，以环境保护为主题的绿色浪潮声势日高，绿色经济、绿色产业、绿色产品、绿色消费等风起云涌，席卷全球。在这种大趋势下，如何接受绿色挑战、求得生存与发展已成为国内众多企业面对的现实课题。     

Country Resources,Country Image,and Exports: Country Branding and International Marketing Implications

ABSTRACT

A country's economic, political, and socio-cultural institutions have always been regarded as important determinants of a company's exports and international marketing strategies. With the recent thinking about countries becoming more like a brand, these factors should impact a country's marketing and branding strategies. There has been a call for more research on how countries can use their institutions and resources to enhance their globalization efforts. This study intends to fill this gap by examining the relationships between country institutions and resources, country image, and exports based on institution theory and resource advantage theory. Both archival and primary data for 24 countries over 12 years (1995–2006) were used to assess a random-effects panel data model. The results reveal the significance of economic development and communication infrastructure on exports. In addition, country image was found to indirectly affect exports. The theoretical and practical implications on country branding and international marketing conclude the article.     

建设创新型国家应注意的几个问题

本文认为,建设创新型国家是一项重要的任务,也是一项艰巨的任务。建设创新型国家我们要寄希望于企业,寄希望于学习,寄希望于人才,寄希望于青年。第一,要使企业成为创新的主体,使企业能够真正引导创新,组织创新,成为确定项目的主体、投入的主体、享受收益和承担风险的主体。第二,要使我们的每个组织包括政府、科研院所、高等院校、企事业单位等都能够成为学习型组织,形成全民学习的热潮,形成创新动力。第三,要培育人才,重用人才。第四,要相信年轻人,依靠青年。     

Country reputation as a moderator of tourism advertising effectiveness

This study examines the role that country reputation plays in moderating the effects of tourism advertising for that country as well as attitude toward its government and citizens. A pre/post online study conducted in Australia used the current Brand USA's ‘Land of Dreams’ television commercial as the experimental stimulus. The country reputation scale was factor analyzed to reveal three underlying dimensions – Leadership, Investment, and Culture. Results indicated that Leadership moderated the effectiveness of the tourism ad for interest in travel to the USA as well as for attitude toward the US government.     

An Analysis of Country Image of Brazil and Its Fresh Fruits: A Two Scales Comparison

The ever-increasing trade openness has raised the importance of the country image construct. Despite the number of articles published on the image of many countries worldwide, little focus has been paid to Brazil so far. The present study is aimed at measuring the country image of Brazil and its fresh fruits by comparing two different scales, one developed by Pisharodi and Parameswaran (1992) and the other by Nebenzahl, Jaffe, and Usunier (2003). The method used was a cross-sectional one, with the survey being characterized as quantitative and involving the application of questionnaires to 223 students of the Royal Agricultural College in England. The scales yielded five and three strong correlations, respectively. The image of Brazil was found to be negative in the former scale, whereas the latter one showed a positive image. The present research has contributed not only to further the discussion on the existing gap in the literature regarding “country image” but also to provide useful information for both marketing professionals and government agencies with the aim of strengthening the image of Brazil.     

基于合理性理论视角的来源国效应研究

文章基于制度理论中的合理性理论视角,对来源国效应进行了剖析,认为来源国效应本质上是通过合理性感知这一中介机制来发挥其对消费者态度和行为的影响的。消费者会分别基于来源国的绩效和制度形象形成对实用合理性和社会合理性两种判断,进而决定采取何种态度或行为。因此,企业可以通过绩效行为和制度行为来发展提升其来源国合理性的策略。     

Owning and Operating a Destination Management Company

ABSTRACT

Attorneys are the top revenue category for the yellow pages and the yellow pages arc the most popular form of attorney advertising. We studied over 14,000 attorney yellow page ads from three cities including a detailed analysis of all display ads. We compared the advertising strategy used in attorney yellow page ads with the literature on the information consumers desire from attorney ads. This comparison of consumer desires with the actual advertising strategy used by attorneys in the marketplace led to several recommendations for improving attorney yellow page advertising.     

Country Equity

Abstract

The idea of country branding, while controversial, has gained broad acceptance and is actively practiced at the national and regional levels. A number of new research studies are indicative of the growing interest and importance of the topic. This article focuses on practical opportunities for South Africa to become more adept at using marketing communications to promote itself to critical international audiences.     

试论企业价值观与企业形象塑造

在竞争日益激烈的市场经济条件下 ,企业形象塑造已成为众多企业制胜的法宝 ;而作为企业形象塑造核心的企业价值观 ,直接影响着企业形象的精神层、制度层和物质层等各个层面的形象塑造效果。因此 ,为了迎接WTO的各种挑战 ,中国的企业形象塑造 ,应在树立体现时代特色的科学的现代企业价值观的基础上 ,适时导入CI战略 ,打造“MADEINCHINA”的中国名牌。     

WTO成立后国际反倾销案件的国别与行业分析

WTO成立以后,传统贸易壁垒保护国内产业的作用进一步减弱,反倾销以其有效性和合法性成为各国频繁使用的贸易保护手段。通过考察1995—2006年国际反倾销数据,针对国别差异和所涉及行业,分析了国际反倾销的新趋势与特点,比较了发达国家和发展中国家反倾销特点的差异;此外,对东亚和我国所遭受的异乎寻常的反倾销给予重点关注,指出应对针对我国的国际反倾销将是我国对外贸易发展中的一个长期任务。     

新农村建设中的物流问题探析

本文认为,发展涉农物流实质是发展农业与农村物流。农业与农村物流是指农村范围内与农业生产、农村生活密切相关的物流活动,具体包括农村日用消费品配送物流、农用生产资料末端物流和农产品生产与集货物流等。研究和重视农业与农村物流,并不是要离开城市物流重新构建物流体系,而是要将城市物流的触角延伸到广大农村,通过加强农村物流设施建设,促进农业与农村物流同城市物流的顺畅衔接。在制度安排上要促进农业与农村物流的供需稳定,形成主渠道,满足农用生产资料特别是农产品流通的时间要求;通过物流企业提高农业与农村物流组织化程度;依托“万村千乡市场工程”,鼓励现有商贸企业和物流企业深入农村发展连锁配送;引导农村个体企业、民营企业活跃物流市场,扶持大型物流企业服务于农业生产与农村生活;对从事农业与农村物流的企业实行政策倾斜,甚至直接给予资金补贴。