论中国产品向中国品牌转变的国家品牌基础——国家品牌的内涵及塑造研究

Study on the National Brand Basis of Transformation from Chinese Products to Chinese Brands ——Connotation and Building of National Brands

伴随我国进入经济高质量发展新阶段,为实现中国产品向中国品牌转变,需要塑造一个具有影响力与竞争力的国家品牌。国家品牌是一国的的资源禀赋、经济实力、技术水平等国家财富创造力以及民族精神、文化理念、核心价值观等精神内核在国民心中所产生的国家认同感,以及在国际公众心中所形成的总体感知和一般性评价。在全球品牌竞争日趋激烈的当下,国家品牌的塑造,既需要不断夯实以高质量发展为核心的现代化经济体系这一生产力基础,也需要国家文化软实力和价值理念的支撑,同时还需要在与他国的互动交流中获得国际认同。为此,应加快国家品牌的顶层设计,不断提升自主创新能力与质量发展水平,增强文化内涵与跨文化交流,强化国际传播能力。

As China enters a new stage of high-quality economic development, it is necessary to build an influential and competitive national brand in order to transform Chinese products into Chinese brands. National brand is a nation ' s wealth creativity in resource endowment, economic strength, technical level, and also the national identity of the people with the spiritual cores such as national spirit, cultural concept, core values, as well as the overall perception and general assessment of the international public. At present, when global brand competition is becoming increasingly fierce, national brand building needs not only to constantly strengthen the productive basis of the modern economic system with high-quality development as the core, but also needs the support of national cultural soft power and value concept, Thirdly, and at the same liine, needs to gain international recognition in the interaction with other countries. To this end , we must accelerate the top-level design of national brands, improve the independent innovation capacity and quality development, enhance the cultural connotation and cross-cultural communication, and strengthen the international communication ability.