Proactively unfold public diplomacy, push cultural industry going out---Take Baijiahu International Cultural Investment Group as example
Hu Baoping • 111 •
Cultural companies going global depends on public diplomacy, and public diplomacy is important to company image, increase brand capital, company competitiveness, and plays an important role in improving fame and reputation of Nanjing and even of the country. Having won the title of “2017 100 China’s Most Innovative Enterprises” recently, Baijiahu international cultural investment group is an international company that rapidly grows because of public diplomacy. In recent years, the company hosted three consecutive international art exhibitions, successfully introducing itself to the world. This paper takes Baijiahu international culture investment group as an example, researches and analyzes its promotion of culture enterprises going global, and proposes relevant response.
Book review
Made in Germany national brand strategy and inspiration---a review of The Made-in-Germany champion brands:national branding, innovation, and world export leader
Zhang Chi • 116 •
Currently, China is in the critical period of shift and upgrade in manufacturing. Although there have been exemplified manufacturing brands of high-end manufacturing, by and large, there is still a great gap between them and made- in-Germany: China-made, as a national brand of China, are inferior to German- made in terms of influence and positive imagination of brand. Why does German manufacturing industry has such great brand power? The Made-in-Germany champion brands:national branding, innovation, and world export leader ([India]Ugesh A. Joseph, Renmin University of China Press, Dec.2015) employing case-study and easy language explains the formation, driving force and typical representatives.
