超越国家形象的“一带一路”品牌建设

The Marketing of OBOR——A Perspective Beyond Nation-branding

"一带一路"的目标是构建习近平总书记提出的人类命运共同体,因此"一带一路"建设需要一种跨地区、跨国的视角,需要放在比任何单个国家的视角更大、更广泛的视野中进行研究和理解。孔夫子曰:"大道之行,天下为公",构建这样一条道路的目标是建立一个安全和平、相互信任的世界秩序。这一新型世界秩序中不需要统一的文化和统一的信仰,人们也不会相互冲突或伤害。在这一秩序中所有事物互相不怀偏见地共同发展;所有道路平行而不具冲突;各种意识形态与理论体系不相冲突。这是一条所有人共同的道路。

The dream of One Belt and One Road （OBOR） aims to build what President Xi Jinping named as the ＂community of common destiny for all mankind＂, and therefore the construction of OBOR needs a trans-regional and transnational perspective, a larger and broader perspective than any single state-oriented perspective. As Confucius said, ＂A public spirit will rule all under the heaven when the great way prevails＂, the goal of building such a road is to establish a safe and peaceful world order based on mutual trust. This new world order does not require a unified culture and a unified faith, and people will not conflict with or hurt each other. In this order, all things develop along without prejudice, and there is no conflict among a variety of roads, ideologies and values. This is a common path for all.