Study On The Construction Of Media Brand Manager System

National image together with the birth the national ,national image is the characterization of a national strength and the spirit , is an important intangible assets of sovereign states and is also a concentrated expression of the comprehensive national strength. Since the end of the Cold War,countries begin to pay attention to the impact of country's image to national security, economic development, comprehensive national strength, international cooperation in the environmental, competing for adjustments to improve or rebuild the country's image, the purpose is to enhance the attractiveness of foreign, economic and trade cooperation and create opportunities , at the same time increase the political influence and international reputation. States shape or to improve the image through effective external propaganda can be achieved.In terms of propaganda from the external main, the national image of the external propaganda Instead of relying on the power of what a single aspect can be achieved on the spread of long-term effective, government, mass media, people and Non-governmental organizations in an era of globalization, economic information has different route of transmission, manifestations, the mechanism and the dissemination of the status.They were not isolated individuals alone operation.Governments are playing a dual role at the building national image, Both an important part of the national image and spread in the external play overall planning, organizing and guiding role rely on its strong political rights and a wide range of social resources; mass media as a propaganda tool for a wide range of external, play a very important role in shaping the national image. Adoption of the agenda setting influence the vision of the world's attention and cognitive attitude, especially those with a strong international influence of the media. People and groups in the role of the external dissemination of economic information is accompanied by the increasing trend of globalization highlight. People and groups have already spread beyond the geographical, national, racial and other restrictions, they have greater scope and impact of space activities, Diversified the spread of the object,content,channels, make this part become the auxiliary power of the traditional strong spread such as government and masss medias.These three subjects played the role of propaganda and the main interaction, makes the dissemination of the country's external image to form a three-dimensional network structure of deep-seated. The Government has adopted its own approach to the spread of the external dissemination, at the same time, control and guide the way through the impact of the media and the public dissemination of the indirect ; external dissemination of mass media to find the most appropriate location at the public opinion and the government, at the same time, external information and external sources of information dissemination of the capital, technology, equipment, community resources, such as greater reliance on government; people with economic globalization, in-depth information, but also become an important external communicators, this part of the power to some extent has been able to influence the mass media perspective and attitude, and even government policies.China must build a good environment for corporate communication in order to achieve effective dissemination of the shape of national image. The subjects should work together to form an effective way to shape national image, clarify the role of the external dissemination of the main influence factors and conditions play a role, In the analysis of internal and external environment of clear advantages and disadvantages of its own, In order to find a way to strengthen the role of the subjects, to enhance our national image-building of the external dissemination.