中国高铁海外形象研究

发布时间：2018-01-27 01:46

本文关键词： 中国高铁海外形象扎根理论全球化策略　出处：《北京外国语大学》2017年硕士论文　论文类型：学位论文

【摘要】：本研究目的在于通过探索中国高铁在海外市场的实际形象来服务于中国高铁的全球化营销,促进中国高铁"走出去"。近年来,中国高铁迅速发展,已在国内市场形成了成熟且先进的高铁技术,于是开始着眼于全球化发展,并取得一定成绩。然而,其国际化之路并非一帆风顺,失败案例层出不穷。正如"认知—态度—行为"模型和"市场定位"战略所述,在国际市场营销中,目标市场对产品形象的感知至关重要。因此,为了在海外市场树立积极的高铁形象从而推动其全球化,应当首先探究中国高铁在海外的实际形象到底是什么——哪些方面是正面形象,哪些方面是负面形象,然后再针对负面形象提出相应的改进策略。本研究基于扎根理论这一定性研究方法。扎根理论适用于从原始数据出发自下而上地建构理论模型,其研究逻辑和研究程序与定量实证研究相反。扎根理论的核心环节是编码,一般包括三个阶段的编码,即开放编码、主轴编码、选择编码,且理论抽象性依次递增。通过编码,研究者将从原始数据中抽象出若干概念和范畴,并在此基础上建立理论框架。本文的研究数据来源于八个世界知名媒体的报道和文章,即路透社、英国广播公司、金融时报、经济学人、时代周刊、华盛顿邮报、纽约时报、卫报,因为这些媒体具有较高的权威性和影响力,能够反映和影响海外市场对中国高铁形象的感知。研究者以"中国高铁"作为关键词进行检索,并选取了与此关键词贴合度最高的120篇媒体报道。随机选取其中20篇用于理论饱和度检验,剩余100篇用于理论框架构建。研究者严格按照扎根理论的程序,借助质性研究工具ⅡVivo展开文本分析。对数据逐一进行开放编码、主轴编码、选择编码后,抽象出△2个概念、10个范畴和6个主范畴。最终,本研究探索出中国高铁在海外市场的实际形象。中国高铁海外形象主要展现在六个方面,分别是产品因素、品牌因素、企业因素、来源国因素、海外市场因素和案例事件因素。按照程度由高到低的顺序,其展现出非常正面的品牌形象(品牌声誉良好、品牌价值良好、竞争优势多于竞争劣势),较为正面的产品形象(产品质量高、服务优质,但产品价格偏高),褒贬不一的来源国形象(国家硬实力良好,但国家软实力不佳),略为负面的海外市场形象(海外市场风险略多于市场机遇),较为负面的企业形象(企业实力强大,但企业形象不佳、商业道德低下),非常负面的案例事件形象(海外失败案例多于成功案例、重大事件主要针对负面新闻)。就理论层面而言,上述六个方面的高铁形象可进一步归纳为"知觉对象"和"知觉发生的情境"两大核心范畴。其中,产品、品牌、企业和来源国这四个静态因素为"知觉对象",反映中国高铁的形象来源于人们对高铁本身、高铁品牌、高铁企业和中国国家的综合认知;而海外市场和案例事件这两个动态因素为"知觉发生的情境",反映人们对中国高铁的感知是随着其海外市场表现和具体的成败案例而变化的。这一框架达到理论饱和,并与Dobbins和Judgo(2012)的知觉理论相符。本文还针对上述负面形象提出改进策略,以促进其全球化营销。结合编码结果可以得出,影响中国高铁国际化进程的主要负面形象包括五点,分别是产品安全隐患严重、企业道德低下、部分来源国形象负面、高铁政治色彩浓厚、海外市场风险偏高。针对这些最主要的负面形象相应提出五点改进策略,分别从企业层面和国家层面展开。就企业层面而言:一方面,将安全性作为第一要务,提高安全标准和安全意识,建立健全风险预防体系,加大人为事故惩罚力度;另一方面,重视企业道德建设,严厉打击高铁行业腐败违法行为以及不正当竞争。就国家层面而言:首先,克服负面的来源国形象,主要通过提高商业道德和消除国际偏见;其次,合理运用国家政策支持高铁海外发展,但应谨防过度保护、避免过于强烈的政治干预;最后,加强海外风险预防和管理,提高风险意识、强化风险预估、重视可行性研究、开发备用计划、建立良好的国家间及企业间合作氛围。本研究的创新之处在于以下三点。第一,通过国际媒体文本分析首次探索出中国高铁在海外市场的实际形象。目前,无论是学术界还是营销实践都没有关于中国高铁海外形象的深度研究,而我们所了解到的中国高铁海外形象大多来自国内官方报道,不免片面化。本研究直接以海外媒体报道作为源文本,探索出中国高铁在海外的真实形象,客观地让读者了解到高铁海外发展的现实优势与问题。第二,通过扎根理论将中国高铁海外形象系统化、构建理论框架。目前学术界关于中国高铁海外形象只有简单的描述或零散的评价,没有从理论上构建出系统的框架。本研究基于扎根理论从大量数据着手,通过三个阶段编码分析,明确各概念和范畴间的内在逻辑关系,最终构建出中国高铁海外形象的理论框架。第三,本研究针对主要的负面高铁形象有的放矢地提出改进策略。目前,大多数高铁国际化战略都从"生产者"出发,从国家和企业的优势资源入手"发扬长板",往往与实际市场脱节;而本研究从"市场"出发,针对高铁在海外市场的负面形象提出改进策略,"弥补短板"。因此,这些策略针对性更强,更能反映市场需求,从而帮助中国高铁更有效地树立积极的海外形象,促进其海外发展。
[Abstract]:The purpose of this study is to serve the China high iron by exploring the actual image in the overseas market of high iron Chinese global marketing, promoting the Chinese high-speed rail going out. In recent years, the rapid development of China high iron, has formed a mature and advanced high-speed rail technology in the domestic market, began to focus on the development of globalization. And made some achievements. However, the road of internationalization is not the case. As Everything is going smoothly., failed to emerge in an endless stream cognition attitude behavior model "and" market positioning "strategy in the international marketing, the target market is of vital importance to product image perception. Therefore, in order to establish a positive image of high-speed rail in the overseas market to to promote the globalization, should first explore the actual image in overseas high-speed rail Chinese for what it is - what is a positive image, which is a negative image, and then according to the negative image Put forward the corresponding improvement strategy. This research is based on the qualitative research method of grounded theory. The grounded theory applies from the original data of bottom-up construction of theory model, the research logic contrary research program and quantitative empirical research. The theory is rooted in the core link of encoding, the encoding generally includes three stages, namely open encoding the spindle, encoding, select the encoding, and the abstract theory of increasing. By encoding, the researchers from the original data abstracted from several concepts and categories, and on this basis to establish a theoretical framework. This paper studies data from the eight world famous media reports and articles, namely, Reuters, Broadcasting British Corporation, financial times. The economist, Time, Washington Post, New York Times, the guardian, because the authority and influence of the media is high, and can reflect the influence of the overseas market of high Chinese Iron image perception. Researchers to "Chinese high" as a keyword search, and selects the keywords and fit the highest 120 media reports. 20 of them were randomly selected for the remaining 100 theoretical saturation test, for the construction of theoretical framework. The researchers in strict accordance with the procedure of the grounded theory, with the text analysis the qualitative research tools. The data by Vivo II open encoding, select the encoding, encoding spindle, abstract the delta 2 concepts, 10 categories and 6 main categories. Finally, this study explores the actual image in the overseas market. Chinese high iron and high iron Chinese overseas image mainly shows in six aspects, are the product factors, brand factors, business factors, source of overseas factors, market factors and case event factors. According to the degree of the order from high to low, which shows a very positive brand (brand reputation, Good brand value, competitive advantage is more than disadvantage), a more positive image of the product (product quality, service quality, but the high price of the product), different country of origin (National hard power is good, but the national soft power, poor) slightly negative image of overseas market (overseas market risk slightly more than market opportunities) and the more negative image of enterprise (enterprise strength, but the poor image of enterprises, business ethics, low) cases very negative image (overseas failures than successes, major events for the negative news). On the theoretical level, these six aspects of the high speed image can be further classified into two the core category of the object of perception "and" perception of situation ". Among them, product, brand, enterprise and country of origin of the four static factors as" perceptual object ", reflecting the China high iron image comes from the people of high iron The brand itself, high iron, high iron and Chinese enterprise comprehensive cognition of the state; and the two dynamic factors of overseas market and the case as "the perceived situation", reflects the perception of the Chinese high iron is changed along with the overseas market performance and the success of specific case. This framework reached theoretical saturation and, with Dobbins and Judgo (2012) consistent with the perception theory. This paper also puts forward improvement strategies according to the negative image, in order to promote the globalization of marketing. Combined with the encoding results, influence the process of internationalization of the main iron Chinese high negative image includes five points, respectively, is the product of serious security risks, business ethics is low, in part in the negative image, high iron strong political overtones, the overseas market for these high risk. The main negative image corresponding put forward five improvement strategies, separately from the enterprise level and national level. The enterprises Industry level: on the one hand, the security as the first priority, improve safety standards and safety awareness, establish a sound risk prevention system, and adults for accident punishment; on the other hand, pay attention to the construction of business ethics, to crack down on illegal high iron industry corruption and unfair competition. The national level: first, to overcome the negative image of the country of origin, mainly by improving business ethics and eliminate international prejudice; secondly, the rational use of national policies to support high-speed rail overseas development, but should beware of excessive protection, avoid too much political intervention; finally, strengthen overseas risk prevention and management, improve risk awareness, strengthen risk prediction, pay attention to the feasibility study, development the backup plan, establish a good atmosphere of cooperation between countries and between enterprises. The innovation of this research lies in the following three points. First, through the analysis of the international media for the first time in the text to explore China high-speed rail in the overseas market the actual image. At present, both academic and marketing practices are not in-depth research about China high-speed image overseas, and we learned Chinese high-speed image abroad mostly from the official reports of domestic, not one-sided. This study directly to the overseas media reports as the source text, explore a true image in overseas high-speed China, objectively make problems and learned high iron and overseas development of the real advantages of readers. By second, the Chinese grounded theory high iron image overseas system, constructing a theoretical framework. The academic circles on the Chinese high-speed image abroad is only a simple description or scattered evaluation, no construction a system framework in theory. The research based on grounded theory from large amounts of data, through the three stages of encoding analysis, clear the inherent logical relationship between the concept and category of the final. To build a theoretical framework of China high-speed image overseas. Third, based on the main negative image of high-speed rail targeted improvement strategies. At present, most of the high iron internationalization strategy from "producer" starting from the national and enterprise resource advantages of "develop long board", often with the actual market and the same; research from the "market" of the negative image of high-speed rail in the overseas market puts forward improvement strategies, make up for the short board. Therefore, these strategies are more targeted, more can reflect the market demand, so as to help Chinese high iron more effectively and establish a positive image overseas, promote its overseas development.

【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F532;D820

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