International Political Marketing Analysis Of National Image

Today, the importance of the national image is self-evident. China is in an uttercritical period, which is facing duel challenges from the transformations of thedomestic society and the international system. If China could promote sustainableeconomic development while not trigger the fear of the international community,could strengthen national power while gain much more positive support frominternational public opinion, could build good image while we play kinds of roles inthe international stage, it would be great beneficial. However, China has encounteredmany problems and challenges in the process of shaping national image. In thiscontext, this paper aims to provide a new insight for how to create good nationalimage of China from international political marketing perspective.I first compare and summarize the definition of political marketing, andintroduce the theoretical model of political marketing, then develop the theoreticalmodel of international political marketing, which mainly covers its marketing strategyand marketing mix tools. Next, I explore the model of international politicalconsumer’s choice behavior based on the model of political consumer’s choicebehavior.Actually, from the perspective of the national image, the fifteen years journey ofChina’s accession to the WTO was also the process of China’s domestic reform andeconomic construction as the same time as the process of China tries to build and sendthe new image to the WTO members.Thus, I study the case of China’s accession to the WTO in the second part of thispaper, analyze the implication of international political marketing through the processof building China’s national image. I mainly use SWOT analysis, STP strategicplanning, and marketing mix tools to examine the political positioning, planning,modeling, and transforming of China’s national image. Consequently, due to analysis and reasons mentioned above, I concludeprinciples and characteristics of international political marketing, suggest some tipsfor building China’s national image from international political marketing.