整合营销传播视阈中的中国知识产权形象建构研究

摘要

This paper defines the concept connotation of image of Chinese intellectual property rights and its constituent elements. It explores the necessity and opportunity to carry out the integrated marketing communication on the image of Chinese intellectual prop-erty rights,and states the essentials of integrated marketing communication model on the image of Chinese intellectual property rights, and discusses the basic problems of the integrated marketing communication on the image of Chinese intellectual property rights,it is an useful research for the construction of Chinese intellectual property rights image.%界定了国家知识产权形象概念内涵和构成要素，分析了开展国家知识产权形象整合营销传播的迫切性和机遇，探讨了国家知识产权形象整合营销传播模式的精要，阐述了国家知识产权形象整合营销传播的基本问题，为中国知识产权形象建设做了有益探索。