政治营销视角下我国文化软实力的提升

The Promotion of Cultural Soft Power of China from the Perspective of Political Marketing

"软实力"是指一个国家的文化影响力,它不仅关系一个国家的创造力、凝聚力、影响力等,更关系一个国家和民族的兴衰存亡。政治营销作为一种工具和理念,与文化软实力的提升路径有很大的契合性。本文在分析当前提升我国文化软实力所面临挑战的基础上,试图从政治营销的视角阐释提升我国文化软实力的主要策略原则,以期为中国的和平发展创造更广阔的国内外战略发展空间。

＂Soft power＂ refers to a country＇s cultural influence. It is related not only to a country＇s creativity, cohesion and influence, relationship, but also to its rise and fall. As a kind of tool and the idea of political marketing, the path of promoting the cultural soft power is compatible with political marketing greatly. This paper, based on the analysis of the current challenge of promotionof China＇s cultural soft power, tries to explain the main principle of strategy to promote China＇s cultural soft power from the perspective of political marketing to create the broader space for the peaceful development of China.