The Shaping Of China's National Image Based On CIS Theory

In recent years, building the country image has been put an as important topic,which not only attracted attention from the government, as well as are studied by many researchers. In the new history background and the new environment, striving for the national interest could not be success without a building a favorable national image. And a favorable country image would also affects the status of the nation, the authority of the nation and the speaking right of the nation. In other words, the improvement of China's national image could promote the soft power of the government. Moreover, it would also create a favorable environment for our government in International politics, economy and culture. The CIS Theory as a method provided for enterprise to build its images in the Business Management,it become complete as it develops to maturity. Since its emergency in 1950s, it has been adopted by many enterprises and organizations at home and abroad till now. There were similarities between building the national image and the enterprise image in some sense. The CIS Theory included theory recognition,behavior recognition and visual recognition, which provided a specific instruction for the building of the country' s image. Therefore, the adoption of the CIS Theory has great practical significance in the process of building the national image.This paper aimed to make form and develop the national image by leading the CIS theory. In the first part, it introduced the basic conception about national image and the CIS theory, which also elaborated its essential attribute, characteristics,functions and other related items. Furthermore, it would discuss the necessity, value and possibility when imported the CIS theory to build the national image. It would also verify the leading of the CIS theory to the success of APEC meeting in 2014 and then summarized the successful experience of Korea-Japan World Cup in 2002,through which the enlightenment to our country's image improvement would be revealed. At the last part, it would try to bring up some measures and general plans from three levels of national concept recognition subsystem, behavior identification subsystem and visual identification subsystem to the construction of the national image.