习近平国家品牌论述研究

Research on Xi Jinping's Thoughts on National Brand

"国家品牌"已成为契合信息社会语境、具有价值导向的国家形象符号。基于特色社会主义新时代节点,中国国家传播需要能展现中国特色、中国风格、中国气派,建构国内与国际社会认可与赞赏的国家主体信息符号——中国国家品牌。习近平作为国家领导人对于中国国家品牌的特性以及中国国家品牌的传播有着深刻的认识,并有诸多表述,形成了系统清晰的国家品牌。中国国家品牌的特性是内生于中国发展过程演化而来的。习近平在党的十九大上将中国发展过程精准概括为"站起来、富起来、强起来"三大阶段。习近平的国家品牌论述即中国站起来的国家品牌独立性、中国富起来的国家品牌高效性、中国强起来的国家品牌互惠性。

"National brand"has become a symbol for country image which is positive value-oriented in the context of information society.Socialism with Chinese characteristics has crossed the threshold into a new era.In this new historic juncture,Chinese national communication should convey Chinese characteristics,Chinese style,Chinese spirit and construct symbol of the main body of our nation which could be approbated by domestic and international people:"Chinese national brand".As a state leader,Xi Jinping has a profound understanding of the characteristics and the communication of Chinese national brand.He had lots of expressions on it as well,which formed systematic thoughts on national brand.The characteristics of Chinese national brand are derived from the evolution of China's development process.At the 19 th National Congress of the Communist Party of China,Xi Jinping precisely summarized the process of China's development into three stages which are"standing up,growing rich and becoming strong".This paper elaborates Xi Jinping's national brand thoughts from the following three dimensions:the independence generated as China stands up,the high efficiency generated as China grows rich and the reciprocity generated as China becomes strong.