Establish national overseas internet Marketing plan to promote China's soft power

"The comprehensive national strength of a country includes not only the" hard power "represented by economy, technology and military strength, but also the" soft power "embodied by cultural and ideological attraction. A country's stubbornness, fundamentally speaking, lies in the overall promotion of its overall national strength. In today's information age, soft power is becoming more important than ever before "--(Soft) 1990, Harvard University professor Joseph. Nigerian Journal of Political Science and foreign policy

What is the core content of soft power?

1. The attractiveness and appeal of a national culture.

2. The appeal of ideological and political values.

3. The moral and legitimacy of foreign policy.

4. Affinity for dealing with inter-State relations.

5. The attractiveness of road development and institutional models.

6. The ability to guide, develop and control international norms, international standards and mechanisms.

7. Degree of appreciation and recognition by international public opinion of the international image of a country.

As for the debate over the recent Diaoyu islands dispute about the contrast between China and Japan, I would also like to take a look at it, so that GDP exceeding Japan means that Chinese power has already suppressed Japan? In the introduction of the national strength of the hard and soft double-sided test on the basis of, let us reassess and judge.

Japan's soft power assessment (citing a blog post "Japan's soft power reaches post-war high")

The charm offensive on many fronts

Japan's charm offensive appeared on several fronts. Japan's banks, which have just risen from the debt crisis of 10, have poured money into distressed companies such as Morgan Stanley. Japan also has another wave of investment abroad, opening factories and offices from Africa to Asia. This October, the BoJ even took part of its nearly $1 trillion trillion in foreign-exchange reserves to fund countries beset by the financial crisis, such as Iceland. But this is not just about spilling money, "because Japan's financial system is currently the least affected," said Japanese congressman Tian-Tai Taro, "we have the opportunity to help save the world and spread a sense of social responsibility." ”

It's fresh. Until recently, the concept of Japanese values was nothing more than a picture of a corporate workaholic. Yet all over the world, even in places where the Japanese colonists had committed brutal acts of war, the Tilda economy of Japan had suddenly turned to a model position unfamiliar to people. Developing countries such as Vietnam have begun to study how Japan has reshaped its post-war economy into a technology engine that retains its cultural identity. Industrialized countries seek ecological advice for a country that has become a big economic powerhouse while also becoming a world of environmental ideas. There are other Japanese-inspired comic books, or at least because of Japan's generous checkbook. Even as Japan has reduced its commitment to foreign aid in recent years, Japan remains the largest bilateral donor to many developing countries, such as Cambodia and Nepal.

Countries have renewed their fences with Japan, as many have been uneasy about the rise of China's influence in another big country in Asia. Unlike Japan, China has made no secret of its contention for global natural resources. As a result, Japan ranked more than China in the June survey of the effects of soft power in 6 countries, conducted by the Chicago Global Affairs Society. Many people once thought that China would eclipse Japan, but far from it, the rise of China has in fact revived the hearts of nations over Japan. "There is a strong perception that China will not make enough efforts for people's rights," said Yasushi Watanabe, author of the new book, "The Great power of soft power", "that Japan is more naturally accepted as a member of the international community." ”

Cultural Export Japanese model

As a child growing up in Pulau Sumatera, Indonesia, Alimancia thinks Japan stands for one thing: the real good stuff. Because of Japan's war in East Asia, Alimancia's parents may have been glaring at Japan's historic invaders. But for Alimancia and other younger Indonesians, Japan represents an example of a record-time transition from a poor defeated country to a sophisticated innovator. Today, Alimancia teaches Japanese at the University of North Sumatra, where the Japanese language curriculum has grown rapidly and now has 500 students who usually like Japanese cars, electronic products and comics. "People in Indonesia see Japan as an example," Alimancia said. "They want to know how Japan started building itself into such an amazing country from nothing." ”

Today, foreigners are more interested in learning Japanese, or even more than the so-called bubble economy, where Japan's economy is more powerful. According to the Government of Japan, in 2006, about 3 million people around the world learn Japanese as a foreign language, which is 3 times times the number of 1990. "Foreigners used to learn Japanese for reasons such as work," said Shanshan Mian, a consultant at the Tokyo Institute of Red Pill, "but today they learn Japanese because they are interested in Japanese culture." "To help promote Japanese, the Japanese Foundation, similar to the British Council or the Goethe-Institut of Germany, invites 500 foreign teachers from more than 50 countries to attend all free training courses in Japan each year." (Alimancia is currently participating in this training.) The Japanese foundation also plans to set up 100 Japanese-language centers overseas 2010 years ago, doubling the number of Japanese language centers that have been built this May.

If many Japanese students have any preference, they probably want a cute pair of cats to teach them. In May of this year, Japan selected Hello Kitty as the Travel ambassador, and 2 months before that, the Blue robo-cat dream has been designated as a Japanese cartoon messenger. The new identity given to the two cats also shows the extent to which Japan's overseas influence is associated with popular culture. This correlation undoubtedly delighted Japan's new prime minister, Taro Aso. The 68-year-old prime minister, claiming to be an anime fan, called on Japan to implement what he called "comic diplomacy". (last year, when Mr Aso also served as Japan's foreign minister, one of his achievements was the launching of an international anime prize for foreign authors.) Mr Aso's own internationalization stems from his personal experience, which is relatively rare among Japanese politicians. In addition to studying at Stanford University and the London University of Political Economics, Mr Aso has also run a family mining business in Sierra Leone and Brazil. As an active advocate of Japan's overseas aid, Aso believes that aid to developing countries is "a decent way to export Japanese culture and an important way to spread Japanese values".

Substantial new external assistance

Although Mr Aso has little time to articulate his first priorities as a leader, he does seem to be working to refresh Japan's global influence. Japan's overseas aid budget has plummeted in the past 10 years. In the early 90, Japan was the world's largest donor, thanks to the abundant financial resources of the long-term economic boom. Now, Japan is only the fifth largest donor. Mr Aso may want to reverse this trend. In August this year, Japan's foreign ministry demanded a 13.6% increase in its external aid budget for next year. In October, ASO signed a record 4.5 billion dollar loan to India. This was followed by Japan's promise to Africa in the May of this year, and many of Japan's Africa-wide 2012-year-old aid has doubled. China's pace in Africa has not been much bigger, and Japan has opened 3 new embassies on the African continent.

Of course, foreign aid cannot be a selfless undertaking. For example, Japanese companies are planning to profit from these lucrative contracts when Japan promises to fund a road in Africa. But Japan's aid is not just about helping Japanese companies. Just as some in the U.S. foreign policy circle believe that the United States has a responsibility to spread democracy around the world, more and more Japanese are eager to sow their ideas. An important idea is to be able to achieve modernization without losing the fundamental. "Japan's modern history is to achieve advanced economic progress and democratic maturity without abandoning cultural identity and tradition," said Kangkang, president of the Japan Foundation. "Environmental protection is also a value cherished by the country where the Kyoto Protocol was born." "Japanese business leaders know that climate change is an important issue, so they are very concerned about energy efficiency," said the special adviser to the Bank of Japan International cooperation, which finances poor countries. We can help developing countries to enjoy a good life, but to do so in a sustainable way. ”

Despite the recession, life in Japan is still pretty good. So, some Japanese are becoming more and more introverted, more and more satisfied with their year-round thermostatic convenience stores and carefully decorated department stores. The former President of the United States in Japan, Glenn? Fudao once sighed that, on international occasions, the Japanese always understand many things but often do not want to really express themselves. However, there are also a considerable number of Japanese who have grown up in the age of globalization and have assumed that their country has the responsibility to interact with and assist the rest of the world. The founder of the "Wind of peace" is just one of the growing number of Japanese who have established international NGOs. Many of the top school leavers are no longer automatically absorbed by Japanese companies, eager to work overseas. From 1990 to 2004, the number of Japanese students studying abroad also turned 3, reaching 82925.

Those in Japan are also eager to understand the world. Dasi recalls that he had signed up as a guest lecturer with two of the top universities in Tokyo, and he was worried about whether anyone would listen to him about the remote corners of the world. But his courses at both universities are overcrowded, and many interested students have to stand in the course. Another obvious indicator is the number of Japanese professionals working for the United Nations, 7 years ago, a figure of only 500, but now it has increased to around 700 people. A Japanese editor Watanabe said: "There is a perception among the Japanese people that, because we were rebuilt 60 years ago with the help of other countries, it is very noble of us to do the same thing now." ”

Real factors contribute to overseas soft power expansion

It is this idea that drives the Japanese government to operate the Japan Overseas Cooperation Voluntary Organization (JOVC). The organization has sent more than 30,000 volunteers to more than 70 countries since 1965. Today, a large part of the volunteers are women or older Japanese who are looking for new meaning in retirement life. Most of them work in typical Japanese areas: better rice, environmental training programs, high school math and science. The 33-Year-old City Islander has helped female villagers engage in local handicraft production near the Ugandan capital Kampala. "When Ugandans talk about Japan, they immediately think of cars and other High-tech products," she said, "but as a Japanese, I'm glad to be here to help develop the culture of Uganda." ”

Most of these volunteers work in silence. Japan's Overseas Cooperative Volunteer Organization (JOVC) lacks the aura of the American Peace Corps. Karaoke may be common in developing countries, but if local people in developing countries are to recognise the source of Japan's generosity, aid workers in Japan need to increase public relations efforts. The former U.N. High Commissioner for Refugees, Sadako Ogata, now oversees Japan's International Cooperation Agency (JICA). The agency, which has been restructured this year, is now the world's largest bilateral development agency with more than $10 billion trillion in funding. On the tireless work schedule of the 81-year-old Sadako Ogata, the next step is to publicize all of Japan's overseas aid efforts more effectively. "Japan is not going to brag about what has been done," said Sadako Ogata, "but Japan's silence and low profile do not help to tell people about Japan's efforts in the world." ”

There are other factors that have prompted Japan to re-examine its global role. One crucial consideration is Japan's declining birth rate. Japan's labor force is not enough. To fill its factories and take care of its gray-hair population, the Asian nation needs to import more labour from abroad. Is there a better way to attract skilled immigrants to Japan than to raise their interest in all things in Japan? These people may have intended to travel to Japan or Australia.

Similarly, Japanese companies face global challenges. They must expand overseas to maintain growth. This is simply because there are not enough Japanese in Japan to buy their products. For example, Honda, Japan's second-largest carmaker, recently opened a second plant in Thailand as Japan's domestic car sales have been weak, allowing Honda to increase its annual production capacity in Thailand to 240,000 vehicles. Japanese pharmaceutical companies are also buying U.S. and Indian rivals. According to RECOF data, in the first 10 months of this year, Japanese companies have turned 4 times-fold overseas acquisitions, amounting to about $67 billion trillion in total. If this trend continues, Japan could record its annual overseas acquisitions this year.

But while Japan expands its influence abroad, the country also needs to welcome the world to its own. Back in the 80 's, when Japan launched its first global offensive, many of its acquisitions and acquisitions eventually shrank, as overseas employees could not tolerate the censure of Japanese management. Similarly, unless Japan relaxes its tough immigration policies, nurturing overseas pro-Japanese pie would be a waste of time. In fact, to overtake Japan's isolation, Prime Minister Aso may be able to draw inspiration from a cute kitten. Hello Kitty may not be a Japanese race, her surname is neither Suzuki nor Sato, but white. Her parents are called George and Mary. The kitten, which has no mouth, is a popular symbol of one of Japan's most successful exports, and she is an appropriate icon of an open Japan. Thank you, Kitty,hello world.

China's soft power marketing: Overall, to compare Japan's half a century of soft power marketing, China has not fully developed, has a mother, large-scale, involving the deep state of comprehensive soft power marketing process. And today, repeat the Japanese model is also obviously too time-consuming and undesirable, I think, today's information age to us a good basis, that is

"China National Image film"

In New York Times Square, the giant electronic display on the frequency of 15 times per hour, 300 times a day of advertising bombing. The Chinese government wants to showcase modern-day-developing China to people all over the world with a huge spending splurge of nearly 800 million yuan. Promote China's "soft power". The promotional films include Yang Liwei, Yao Ming, Zhang Ziyi and other nearly 60 star representatives and ordinary people. However, the effect of the Chinese national Image film--the characters in the United States is not ideal, according to the BBC Global Scanning (Bbc-globescan) survey showed that after the broadcast of the Chinese-friendly Americans from 29% to 36%, up 7%; Also rose 10% at the same time, reaching 51%.

"The Diaoyu Islands have been China's territory since ancient times," he said in a half-edition advertisement in the United States "New Yorker" on August 31. Whether the U.S. government or the American people have noticed his statement, Chen is "quite satisfied" with the effect of the advertisement. Most Chinese netizens are also bullish on the move, thinking that Chen is "quite smart" and "more useful than taking the oath of the island, smashing a Nissan car, pulling a flag". If the aim of the advertisement in the United States is to set up a patriotic image of the "fishing fighter" in the hearts of the Chinese people, he is basically successful. Only cost 30,000 dollars.

"China has built 42 Confucius Institutes in Middle East Africa"

The Confucius Institute (Confucius Cato) is an educational and cultural exchange institution established throughout the world by the Office of the leading group of Chinese foreign language teaching to promote Chinese and disseminate Chinese culture and sinology. One of the most important tasks is to provide Chinese learners around the world with standardized and authoritative modern Chinese textbooks, and to provide the most formal and major Chinese teaching channels. The first Confucius Institute in the world was founded in Seoul, Korea on November 21, 2004, the Confucius Institute has already settled in more than 350 educational institutions in 106 countries, more than 500 Confucius classrooms in primary and secondary schools, and become a global brand and platform for promoting Chinese language teaching and disseminating Chinese culture and sinology.

My advice: "Based on the Internet and global digital media, accelerate China's national soft power Marketing"

Open the country's official website to show the most attractive elements of Chinese culture based on Google's search marketing based on the positive interaction and social marketing of Facebook based on YouTube, show China's exquisite humanities, economy and style video based on Businessweek, Times, Economist and other economic columns, the release of large-scale positive media news based on the Yahoo answer to develop a positive question and answer marketing based on the Hollywood, film and other entertainment channels, the positive Chinese elements of entertainment media content to vigorously develop tourism and vigorously develop education, Study abroad to influence the new generation of engineering more here I cite Australia and Spain in the national tourism case, as a learning goal, this is what we need to do, based on the Internet and other today's marketing model to speed up the process. Specific content, the next time I write an article, I want to do a detailed elaboration.