国家形象研究文献述评及营销视角分析——基于CSSCI（2001～2011）的研究

Literature Review on National Image and Outlooking from A Marketing Perspective ：A Research Based on CSSCI （2001 - 2011 ）

本文运用内容分析法,从中文社会科学引文索引(CSSCI)数据库中,选取了国内近十余年来发表的国家形象研究文献305篇,对这些样本文献的发表时间、来源期刊、研究内容和研究方法进行了分析和梳理,并着重突出营销学视角,发现国家形象正成为多学科关注的热点,相关研究成果也日渐细化和丰富,但是研究的学科视角、内容和方法还有一定的偏重和局限,有待后续研究的补充和拓展。

In this paper, we select 305 papers from Chinese Social Science Citation Index database, using content analysis meth- od 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 deficien- cies regarding the diversity of disciplinary angles ,the positioning of national image and the study on its core discourse ,its commu- nication （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.