近些年,不断有研究者把企业行为放大到或者移植到国家身上,形成了一个新的概念:国家品牌。从一般意义上理解,国家品牌指的是一定时期内一个国家在其他国家公民心目中的总体形象。转换到营销学的角度,国家品牌当指人们在观念中对某个国家产品形成的总括性评价类印象,在这 In recent years, researchers have continuously enlarged or transplanted the behavior of enterprises to the state, forming a new concept: the national brand. To understand in a general sense, a national brand refers to the overall image of a country in the minds of citizens of other countries for a certain period of time. From the perspective of marketing, the national brand refers to the general rating impression that people form in the concept of a country’s products. Here,