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论文编号：	2116
作者编号：	2005008
上传时间：	2010/4/28 9:00:21
中文题目：	国家营销理论及其运作模式构建研究
英文题目：	Nation marketing; targeted customers; operation mode;
指导老师：	韩德昌
中文关键字：	国家营销，目标顾客，运作模式，整合传播营销
英文关键字：	Nation marketing; targeted customers; operation mode;
中文摘要：	国家营销作为一种全新的国家经营理念，越来越受到理论界和实际工作者的重视。国家营销是首先在发达国家起源并流行的概念，这一理念将国家视为一个企业，利用市场营销理念和方法管理国家，把旅游者、居住者和投资者等当作顾客或消费者，把国家软、硬实力当作国家产品，按照企业市场营销管理的制度和方法，改进国家产品的生产和服务，了解、满足顾客需求，吸引顾客消费更多的国家产品，使国家更多地获取有益的跨国、跨区域资源，增加国家创造价值的能力，提高国家综合竞争力。国家营销已经成为世界各国家之间获取资源和谋求发展的重要手段。正是基于以上背景和原因，对国家营销理论及其运作模式构建的研究具有极其重要的理论价值和广泛的现实意义。 本研究在总结前人研究成果的基础上，利用系统研究方法、规范研究和实证研究方法，试图搭建起国家营销的基本理论架构，提供一个基本的国家营销框架。 1、界定了国家营销的概念及其体系，尝试构建国家营销的整体理论架构，论述了国家营销的必要性和重要性。 2、运用STP分析法，分析了国家营销的战略环境、市场细分以及主要目标顾客群体。 3、分析了国家营销中的决策过程，并建立了相应的战略决策模型；研究了国家营销的运作模式和战略方法。 4、探讨了国家营销的产品战略、品牌战略及CIS战略，提出国家营销的组合战略。 5、提出了基于层次分析的国家营销评价体系，给出了具体的评价方法
英文摘要：	As a kind of total new nation principle of management, the "nation marketing" is more and more valued by actual workers and the theory fields. The "nation marketing" is a concept which first origins and gets popular in the developed countries. It means that the nation could be regarded as a business enterprise. We can manage the nation by the marketing concept and method, regard the investors, travelers, residents and investor as customers or consumers while regard the soft and hard environment in nation as the "nation product". According to the system and method of the business enterprise marketing, improve the production and the service of the "nation product", find out and meet the needs of the customers, attract the customers to consume more "nation products", so as to make the nation obtain the beneficial, multinational and multi-district resources, increase the nation's creating ability and the comprehensive competition ability. The "nation marketing" has become an important means to loot resources and seek development between all nations in the world. Study on theory of nation marketing and construction of its operating mode has a very important theoretical value and generally realistic sense. On the foundation of summarizing previous studying achievements, this article, using the systematic, normative and positive researching method, aims to establish a basic theoretic structure of regional marketing and provide a fundamental framework. 1．Defines the concept and system of nation marketing, Attempt to set up the integrated construction of Nation Marketing theory and discusses the necessity and importance of Nation marketing activity. 2. This research apply the method of STP, analyzing the situation of strategy marketing segmentation and targeted customers for Nation marketing. 3. Analyze the process of making decision in the Nation marketing and set up relevant strategic decision mode; Analyze the operation mode and strategic method of Nation marketing. 4. This research discuss the product strategy, brand strategy and CIS strategy of Nation marketing and bring forward the integrated strategy of Nation marketing. 5. Bring forward the appraisal system based on the segmentation analysis and specific appraisal method.
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