Research On The Network Communication Mechanism Of The Voice Of China Based On The Co-subject Marketing Concept

With the increasingly fierce competition between countries, national marketing has became more and more important than before. Research on national marketing is so necessary that national marketing is an impending project we will confront in our country’s academic field. Study of China’s national image is an important part of the project, the construction and spread of China’s national image is an important way of national marketing. And the spread of the voice of China is an important way to spread China’s national image. The deep theoretical study of communication mechanism can be a guide to the spread of the voice of China. Besides it also can promote the spread of national image so that we can do a perfect national marketing.Because of this, from the national marketing point, this paper use natural language method and social network analysis method to analyze the communication mechanism of the voice of China through the network base on the theory such as5W, the concept of co-subject marketing, embeddedness, inter-subjectivity and implicit learning.Firstly, this paper define the concept such as China’s national image discourse, the voice of china, network, communication mechanisms.And analyze the relationship between China’s national image, China’s national image discourse and the voice of China. Secondly, through analysis of relevant theory such as national marketing theory, national image theory, I get two conclusions:on one hand, the culture play an important role in the spreading national image and national marketing, on the other hand, both of the theory exist the problem of the modern marketing myopia. And the relationship between the two and the voice is so close that the voice of China can not avoid of the modern marketing myopia. Thus the voice of China has the problem of self-centered. Because of this the audience aren’t interested in the voice. So this paper introduce the co-subject marketing concept to solve the problem. Besides this paper sum up the characteristics of the voice and the network and how do they match the other, then analyze the unique advantages of network in spreading the voice. Thirdly, by using co-subject and embeddedness Ⅰ analyze the communication mechanism of the voice of China through the network. Finally, this paper come to the conclusions and point out the limitations and the point worth to research.The conclusions of this paper are as follows:Conclusion1:The channel of the voice is the network. In order to match the inter-subjectivity of the voice and the co-subject of the disseminator, the channel is network which is a combination of the real social network and virtual Internet.It is a process that everyone should be involved and the disseminator audience must be diversified.Conclusion2:The voice of China has cultural core. By the thought of harmony but not sameness, the culture which embedded in the voice is not only general, but also show its own style. The generality makes the Chinese culture integration with the other culture. And the Chinese culture should also has its own characteristics in order to maintain its own style. All of this make the voice of China not only harmony but also unique.Conclusion3:The position of the disseminator and audience in the network as well as the relationship between them have impact on the awareness of audience and the communication mode of the voice. The communication mode of the voice is consisted of the initial spreading and the secondary spreading.Through implicit learning the audiences ultimately identify with the voice. This is because the generality of the culture core as well as the co-subject of the disseminator and audience. Through the communication the audience can know more about China, and eventually identify with China as well as establish a good China’s national image.