摘要
以中国品牌的相关新闻报道为研究资料,采用词频分析法对中国品牌新闻中的高频词展开研究,分析中国品牌的整体形象及正负面形象。研究发现:新闻报道视角下的中国品牌形象包括多元投资、业绩增长的品牌经营形象,立足中国、走向国际的品牌竞争形象,全面战略、携手共进的品牌合作形象和技术赋能、创新发展的品牌布局形象;且新闻报道呈现了中国品牌为寻求进步和发展做出积极努力并取得一定成绩的正面形象,也呈现了中国品牌在维权或侵权、质量问题等事件中的负面形象。
The relevant news reports of Chinese brands were taken as research materials,word frequency analysis was applied to study the overall image and positive and negative images of Chinese brands.The results show that,the Chinese brand image from the perspective of news reports could be summed up as the brand management image of diversified investment and performance growth,the brand competition image of based on China and going international,the brand cooperation image of comprehensive strategy and working together,and the brand layout image of technological empowerment and innovative development.In addition,the news reports present positive images of Chinese brands that have made active efforts to seek progress and development and have made certain achievements,as well as negative images of Chinese brands in incidents such as patent infrigement litigation and quality issues.
作者
彭丽霞
PENG Lixia(School of Journalism and Communication,Minjiang University,Fuzhou,Fujian 350108,China)
出处
《闽江学院学报》
2022年第4期39-46,共8页
Journal of Minjiang University
关键词
新闻报道
品牌形象
词频分析
news reports
brand image
word frequency analysis
