当国家形象成为中国崛起的焦点话题时,品牌的意义就显得格外突出。美国一家民调公司的调查表明,在全球各大国的国家形象中,品牌所占比重以日本、德国和美国领先,分别为38.5%、36%和34.3%,而中国的品牌对国家形象的影响仍处于较低水平。近年来,随着市场经济的发展,一些中国的“老字号”民族品牌消失了,一些新品牌脱颖而出。中国民族品牌的消亡与新生在经历着一个艰难的演变过程,它也在重新构筑着中国的国家形象。 When the national image becomes the focus topic of China’s rise, the significance of the brand is particularly prominent. A survey conducted by a polling company in the United States showed that in the national image of major countries in the world, the proportion of brands was led by Japan, Germany and the United States, which were 38.5%, 36% and 34.3%, respectively, and the influence of Chinese brands on the national image. Still at a low level. In recent years, with the development of the market economy, some of China’s “old” national brands have disappeared and some new brands have emerged. The demise of Chinese national brands and new students are undergoing a difficult process of evolution. It is also rebuilding China’s national image.