品牌國家是近年來新興的議題。荷蘭籍學者彼得．范．海姆（Peter van Ham ）於2001年在《外交事務》上發表文章提出：「隨著全球化和媒體革命的發展，已使得每一個國家更明白自身的形象、聲譽及態度，簡言之，即為其品牌。過去的傳統性外交重要性已逐漸消失，在未來政治家必須訓練自己有更好的國家品牌資產經營能力。品牌國家將不僅與他們自己競爭，更需與世界性的超級品牌媲美。」如今許多國家政府對此已相當重視。 本文試圖經由非傳統外交、軟權力、公眾外交、國家行銷等學術探討，對品牌國家的定義及內涵作一個更全面性的研究及瞭解；並藉由芬蘭與諾基亞相互之間關係的案例分析，對品牌國家做更多闡述，期藉此為我國政府運行帶來一些新的想法。 / Brand State is an emerging issue in recent years. In the year of 2001, the Dutch scholar Peter van Ham talked about this concept in Foreign Affairs that “Globalization and the media revolution have made each state more aware of itself, its image, its reputation, and its attitude -- in short, its brand. The traditional diplomacy of yesteryear is disappearing. To do their jobs well in the future, politicians will have to train themselves in brand asset management. Brand states will compete not only among themselves but also with superbrands.” Nowadays, many countries have paid a lot of attention to it. This thesis attempts to illustrate the definition and content of Brand State more comprehensively by researching non-traditional diplomacy, soft power, public diplomacy, national marketing and other academic theories. Also, it examines the case of the relevance between Finland and Nokia to elaborate Brand State more and tries to bring new ideas to our government.

本文從分析國際環境的變化開始，在資訊傳播科技的進步和國際社會價值觀的變化中，整理出國家管理國家形象的三種方法：國際宣傳、公眾外交和國家品牌。本文將公眾外交和國家品牌作結合，建構出本論文的主題：「國家」行銷。 由於目前並沒有實例可證明「國家」行銷的效用，故只能從美國的失敗案例中，說明「國家」行銷的重要性。接著，本文以中國對美國發動公眾外交的個案為例，測試該模式的「描述」能力，並加以「解釋」中國行動背後的原因，最後「研究」中國公眾外交的發展。 本論文主要的研究成果有四：第一，是從文獻的討論中，指出「國際宣傳」與「公眾外交」的差異。第二，是蒐集1965年至2005年間，學界討論公眾外交的變化。第三，是建構一套「國家」行銷分析架構，試圖描述、解釋並研究一國公眾外交政策的發展。第四，是以中國的公眾外交為例，補足目前學術界在亞洲個案上的空缺。 / This thesis paper drew four conclusions: (1) illustrated the difference between “international propaganda” and “public diplomacy” (2) collected and cataloged different definitions of “public diplomacy” (3) established the analytical model－the marketing of “nation”, trying to describe, explain or predict the whole scenery of “public diplomacy” (4) taking the public diplomacy of People’s Republic of China(PRC) for example, examined the effectiveness of the marketing of “nation”.

因應時代的改變，構成國家實力的資源也跟著改變。不同於自然資源、軍事力量、經濟或科技實力等有形的力量，文化資源以價值觀念為核心，是經濟發展的要素之一，也是柔性權力發展的重要基礎。創意產業，是目前全球新興的產業，透過創意產業對於外交上的幫助能強化國家的柔性力量，為國家塑造良好形象，並促進國家經濟利益。 本文以「創意產業作為俄國一項柔性權力」的角度為出發點，思考電影與文化觀光中所體現出的俄國價值與俄國文化，結合文化創意產業創新的概念，如何提升並發揮作用影響國家品牌形象。 透過國家品牌指數及相關國際指標可以得知，俄國成功藉由電影與文化觀光對外國公眾展現文化吸引力，傳達文化精神並提升國家品牌形象。因此，本文研究發現有以下幾點：第一，俄國創意產業作為一種柔性權力，以俄羅斯文化為因子散播並影響著世界。第二，文化吸引力為俄羅斯重要資產。俄羅斯的電影及文化觀光的文化吸引力使得外國公眾能受到吸引而心生嚮往，產生認同感；第三，國家扮演創意產業發展的關鍵推手。藉由俄國政府的主導，使得俄國創意產業能順利與國際接軌，發揮柔性力量；第四，柔性權力可建構出國家品牌形象，讓外國公眾對於俄國的印象不再只有軍事與核武等剛性力量，俄羅斯文化在國際上也具有不容小覷的影響力。 / In respond to the era of changes, the resources that constitute a nation's strength change accordingly. Unlike tangible forces such as natural resources, military power, economic or scientific technological strength, etc., cultural resources have sense of value as its core, and is one of the elements in economic development and also the important basis for the development of soft power. The creative industry is currently an emerging industry around the globe. Through the creative industry, the diplomatic assistance can help strengthen the country's soft power by adding a good image of the country and promoting national economic interests. This paper uses the perspective of "Creative industry as one of Russia’s soft power" as the starting point to reflect on how Russian values and culture expressed in film and cultural tourism, combined with the concepts of the innovation in cultural creative industry, can enhance and influence its national brand image. Through Nation Brands Index and the relevant international indexes we can have learned that Russia successfully exhibits its cultural attraction to the foreign public through cinema and culture, conveys its cultural spirit and enhances its national brand image. Therefore, this paper is meant to study and discover the following: First, Russia’s creative industry is used as a soft power to spread Russian culture as a factor and influence the world; Secondly, cultural attraction is an important asset for Russian. The cultural attraction of Russian films and culture tourism can attract the foreign public and create a sense of longing and a sense of identity; Thirdly, the country plays a key force behind the development of the creative industry. Being led by the Russian government, the Russian creative industry can thereby successfully connect with its international counterparts and bring soft power into play; Fourthly, the soft power can construct a nation’s brand image. It gives the foreign public an impression of Russia not only about hard power like military and nuclear weapon etc.; Russian culture also has influences, which are not to be underestimated internationally.