An Analysis Of The British National Image Strategy From The Perspective Of International Political Marketing

After two world wars and nearly half a century of cold war,both British national strength and its international influence have been continued to decline.Not willing to accept the national image of "sunset empire",Britain has always been looking for a better way to improve its national image.In May 1997,after 18 years being out of office,the British Labor Party defeated the Conservative Party with the "New Labor Party,New England" program,and 43-year-old Tony Blair became the Britain's youngest prime minister since 1812.After the Blair Government came to power,they took a series of diplomatic initiatives to reshape the country's image,which effectively enhanced the British political influence,cultural attraction and commercial competitiveness in the international community.The Blair government has become one of the most typical examples in reshaping the national image.Based on the theoretical perspective and analytical framework of international political marketing,this paper analyzes the strategic positioning,strategic planning,marketing promotion and evaluation & feedback mechanism of the Blair government.This paper also tries to outline the whole strategic picture of the Blair government in shaping the British image.In addition,the author summarizes and analyzes the advantages and deficiencies of the Blair government in shaping the image of the British country,which can provide inspiration and reference for the design and implementation of China's national image strategy.