Study On China’s National Image Marketing In Korea

In the global era, because of growing competition among countries, many countries try to strengthen their international competitive power by improving national image. Under these circumstances, national marketing theory has been receiving more and more attention from academia.The heart of the national marketing theory is constructing a better national image, and it not only helps the nation’s economy grow, but also helps improve the nation’s international position. China, as an’emerging economic powerhouse’, pays more and more attention to national marketing and the research is being carried out to improve the national image of China.From a national marketing perspective, this research will study the national image of China as seen by Chinese themselves and Korean, and will use the newspapers of China and Korea as a sample. As a neighboring country, Korea is deeply affected by China, shows high interest in China, and there are various views of China in Korean people. Because of these reasons, it is worthy to study the national image of China as seen by Korean.First, through the review of the related literature, this research found that national marketing has a problem, which is called’modern marketing myopia’, and proposed a solution to it. This solution is called’co-subject marketing’, which can solve the conflict among the participants of national marketing.Secondly, based on the study above, analyze Korean newspaper Chosun Ilbo’s news reports about China in the past five years (2008-2012), in order to study the national image of China in the Korean media.Third, do a comparative analysis of Chinese newspaper People’s Daily Overseas and Korean newspaper Chosun Ilbo’s news reports about Beijing Olympic Games. The object of this research is to find the differences between self constructed national image of China and the image constructed by others.Lastly, through analyzing the reason of the differences between them, propose some ideas for the improvement of China’s national image in Korea. To be brief, national marketing is not a one-way communication. For effective national marketing, it needs to understand the demands of target country, and also needs better communication between co-subjects of national marketing.