企業(yè)身份影響著企業(yè)在動態(tài)市場競爭中所采取的競爭方式。作為向外界傳達企業(yè)理念、文化和運營情況的重要載體,公司新聞發(fā)布稿在建構企業(yè)身份時起重要作用。因此,探討企業(yè)如何通過新聞發(fā)布稿來構建企業(yè)身份能夠為企業(yè)在市場動態(tài)變化中取得競爭優(yōu)勢提供一些啟發(fā)。作為中美智能科技兩大代表性企業(yè),蘋果和華為常常利用公司新聞發(fā)布稿來塑造良好的企業(yè)身份。因此,本文基于Bhatia提出的批評體裁分析模型,從蘋果與華為的官方網(wǎng)站各抽取了三十篇公司英文新聞發(fā)布稿,自建兩個小型語料庫,借助語料庫工具Wmatrix 5對比分析蘋果與華為新聞發(fā)布稿中關鍵詞詞頻的差異,探討了不同的語步結構以及互文性類型,然后根據(jù)以上體裁資源所體現(xiàn)的企業(yè)溝通策略來分析蘋果和華為所建構的企業(yè)身份,最后結合GLOBE文化維度解釋了形成不同企業(yè)身份的原因。研究發(fā)現(xiàn):(1)體裁資源特征從文本維度以及體裁維度進行探究。從文本維度中的詞頻以及關鍵詞的對數(shù)似然值中可發(fā)現(xiàn),蘋果更關注公司產品以及企業(yè)社會責任方面,而華為更注重行業(yè)發(fā)展以及技術創(chuàng)新。從體裁維度來看,蘋果與華為采用了相似的語步結構和體裁互文類型,但各自的交際目的不同。蘋果與華為會根據(jù)不同的交際目的來...

【文章頁數(shù)】：130 頁

【學位級別】：碩士

【文章目錄】：
摘要
ABSTRACT
ACKNOWLEDGEMENTS
LIST OF ABBREVIATIONS
CHAPTER1 INTRODUCTION
    1.1 Research background
    1.2 Research purposes
    1.3 Research questions
    1.4 Research significance
    1.5 Organization of the thesis
CHAPTER2 LITERATURE REVIEW
    2.1 Review on Critical Genre Analysis
        2.1.1 Development of CGA theory
        2.1.2 Application of CGA in linguistic studies
    2.2 Review on corporate identity construction
        2.2.1 Definition of corporate identity
        2.2.2 Previous studies on corporate identity
    2.3 Review on corporate press releases
        2.3.1 Definition of corporate press releases
        2.3.2 Previous studies on corporate press releases
    2.4 Brief comments on previous studies
CHAPTER3 THEORETICAL FRAMEWORK
    3.1 Critical Genre Analysis
        3.1.1 Brief introduction of CGA
        3.1.2 Bhatia’s four dimensional patterns of CGA
    3.2 Basic theories underlying CGA framework
        3.2.1 Move structure of promotional genre
        3.2.2 Interdiscursivity
        3.2.3 Corporate communication strategies
        3.2.4 GLOBE culture dimension
    3.3 Analytical framework for the thesis
CHAPTER4 METHODOLOGY
    4.1 Research methods
    4.2 Sample selection
    4.3 Data collection
    4.4 Research procedures
CHAPTER5 RESULTS AND DISCUSSION
    5.1 Characteristics of genre resources in Apple’s and Huawei’s English corporate press releases
        5.1.1 Word frequency
        5.1.2 Keyword frequency and the LL value
        5.1.3 Move structures
        5.1.4 Realization of interdiscursivity
    5.2 Different corporate communication strategies reflected in Apple’s and Huawei’s use of genreresources
        5.2.1 Different corporate communication strategies derived from the comparison of keysemantic domains
        5.2.2 Different corporate communication strategies derived from the comparison of themes
    5.3 Construction of Apple’s and Huawei’s corporate identities through the corporatecommunication strategies reflected in the use of genre resources
        5.3.1 Apple’s corporate identity constructed through corporate communication strategies
        5.3.2 Huawei’s corporate identity constructed through corporate communication strategies
        5.3.3 Comparative analysis of Apple’s and Huawei’s corporate identities
    5.4 Reasons for the different corporate identities constructed by Apple and Huawei through thecorporate communication strategies reflected in the use of genre resources
        5.4.1 Different national culture
        5.4.2 Different corporate culture
CHAPTER6 CONCLUSION
    6.1 Major findings of the study
    6.2 Implications of the study
    6.3 Limitations and suggestions
REFERENCES
APPENDIX A
APPENDIX B



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