本文關(guān)鍵詞： 中國(guó)高鐵 海外形象 扎根理論 全球化策略　出處：《北京外國(guó)語(yǔ)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：本研究目的在于通過(guò)探索中國(guó)高鐵在海外市場(chǎng)的實(shí)際形象來(lái)服務(wù)于中國(guó)高鐵的全球化營(yíng)銷,促進(jìn)中國(guó)高鐵"走出去"。近年來(lái),中國(guó)高鐵迅速發(fā)展,已在國(guó)內(nèi)市場(chǎng)形成了成熟且先進(jìn)的高鐵技術(shù),于是開始著眼于全球化發(fā)展,并取得一定成績(jī)。然而,其國(guó)際化之路并非一帆風(fēng)順,失敗案例層出不窮。正如"認(rèn)知—態(tài)度—行為"模型和"市場(chǎng)定位"戰(zhàn)略所述,在國(guó)際市場(chǎng)營(yíng)銷中,目標(biāo)市場(chǎng)對(duì)產(chǎn)品形象的感知至關(guān)重要。因此,為了在海外市場(chǎng)樹立積極的高鐵形象從而推動(dòng)其全球化,應(yīng)當(dāng)首先探究中國(guó)高鐵在海外的實(shí)際形象到底是什么——哪些方面是正面形象,哪些方面是負(fù)面形象,然后再針對(duì)負(fù)面形象提出相應(yīng)的改進(jìn)策略。本研究基于扎根理論這一定性研究方法。扎根理論適用于從原始數(shù)據(jù)出發(fā)自下而上地建構(gòu)理論模型,其研究邏輯和研究程序與定量實(shí)證研究相反。扎根理論的核心環(huán)節(jié)是編碼,一般包括三個(gè)階段的編碼,即開放編碼、主軸編碼、選擇編碼,且理論抽象性依次遞增。通過(guò)編碼,研究者將從原始數(shù)據(jù)中抽象出若干概念和范疇,并在此基礎(chǔ)上建立理論框架。本文的研究數(shù)據(jù)來(lái)源于八個(gè)世界知名媒體的報(bào)道和文章,即路透社、英國(guó)廣播公司、金融時(shí)報(bào)、經(jīng)濟(jì)學(xué)人、時(shí)代周刊、華盛頓郵報(bào)、紐約時(shí)報(bào)、衛(wèi)報(bào),因?yàn)檫@些媒體具有較高的權(quán)威性和影響力,能夠反映和影響海外市場(chǎng)對(duì)中國(guó)高鐵形象的感知。研究者以"中國(guó)高鐵"作為關(guān)鍵詞進(jìn)行檢索,并選取了與此關(guān)鍵詞貼合度最高的120篇媒體報(bào)道。隨機(jī)選取其中20篇用于理論飽和度檢驗(yàn),剩余100篇用于理論框架構(gòu)建。研究者嚴(yán)格按照扎根理論的程序,借助質(zhì)性研究工具ⅡVivo展開文本分析。對(duì)數(shù)據(jù)逐一進(jìn)行開放編碼、主軸編碼、選擇編碼后,抽象出△2個(gè)概念、10個(gè)范疇和6個(gè)主范疇。最終,本研究探索出中國(guó)高鐵在海外市場(chǎng)的實(shí)際形象。中國(guó)高鐵海外形象主要展現(xiàn)在六個(gè)方面,分別是產(chǎn)品因素、品牌因素、企業(yè)因素、來(lái)源國(guó)因素、海外市場(chǎng)因素和案例事件因素。按照程度由高到低的順序,其展現(xiàn)出非常正面的品牌形象(品牌聲譽(yù)良好、品牌價(jià)值良好、競(jìng)爭(zhēng)優(yōu)勢(shì)多于競(jìng)爭(zhēng)劣勢(shì)),較為正面的產(chǎn)品形象(產(chǎn)品質(zhì)量高、服務(wù)優(yōu)質(zhì),但產(chǎn)品價(jià)格偏高),褒貶不一的來(lái)源國(guó)形象(國(guó)家硬實(shí)力良好,但國(guó)家軟實(shí)力不佳),略為負(fù)面的海外市場(chǎng)形象(海外市場(chǎng)風(fēng)險(xiǎn)略多于市場(chǎng)機(jī)遇),較為負(fù)面的企業(yè)形象(企業(yè)實(shí)力強(qiáng)大,但企業(yè)形象不佳、商業(yè)道德低下),非常負(fù)面的案例事件形象(海外失敗案例多于成功案例、重大事件主要針對(duì)負(fù)面新聞)。就理論層面而言,上述六個(gè)方面的高鐵形象可進(jìn)一步歸納為"知覺(jué)對(duì)象"和"知覺(jué)發(fā)生的情境"兩大核心范疇。其中,產(chǎn)品、品牌、企業(yè)和來(lái)源國(guó)這四個(gè)靜態(tài)因素為"知覺(jué)對(duì)象",反映中國(guó)高鐵的形象來(lái)源于人們對(duì)高鐵本身、高鐵品牌、高鐵企業(yè)和中國(guó)國(guó)家的綜合認(rèn)知;而海外市場(chǎng)和案例事件這兩個(gè)動(dòng)態(tài)因素為"知覺(jué)發(fā)生的情境",反映人們對(duì)中國(guó)高鐵的感知是隨著其海外市場(chǎng)表現(xiàn)和具體的成敗案例而變化的。這一框架達(dá)到理論飽和,并與Dobbins和Judgo(2012)的知覺(jué)理論相符。本文還針對(duì)上述負(fù)面形象提出改進(jìn)策略,以促進(jìn)其全球化營(yíng)銷。結(jié)合編碼結(jié)果可以得出,影響中國(guó)高鐵國(guó)際化進(jìn)程的主要負(fù)面形象包括五點(diǎn),分別是產(chǎn)品安全隱患嚴(yán)重、企業(yè)道德低下、部分來(lái)源國(guó)形象負(fù)面、高鐵政治色彩濃厚、海外市場(chǎng)風(fēng)險(xiǎn)偏高。針對(duì)這些最主要的負(fù)面形象相應(yīng)提出五點(diǎn)改進(jìn)策略,分別從企業(yè)層面和國(guó)家層面展開。就企業(yè)層面而言:一方面,將安全性作為第一要?jiǎng)?wù),提高安全標(biāo)準(zhǔn)和安全意識(shí),建立健全風(fēng)險(xiǎn)預(yù)防體系,加大人為事故懲罰力度;另一方面,重視企業(yè)道德建設(shè),嚴(yán)厲打擊高鐵行業(yè)腐敗違法行為以及不正當(dāng)競(jìng)爭(zhēng)。就國(guó)家層面而言:首先,克服負(fù)面的來(lái)源國(guó)形象,主要通過(guò)提高商業(yè)道德和消除國(guó)際偏見;其次,合理運(yùn)用國(guó)家政策支持高鐵海外發(fā)展,但應(yīng)謹(jǐn)防過(guò)度保護(hù)、避免過(guò)于強(qiáng)烈的政治干預(yù);最后,加強(qiáng)海外風(fēng)險(xiǎn)預(yù)防和管理,提高風(fēng)險(xiǎn)意識(shí)、強(qiáng)化風(fēng)險(xiǎn)預(yù)估、重視可行性研究、開發(fā)備用計(jì)劃、建立良好的國(guó)家間及企業(yè)間合作氛圍。本研究的創(chuàng)新之處在于以下三點(diǎn)。第一,通過(guò)國(guó)際媒體文本分析首次探索出中國(guó)高鐵在海外市場(chǎng)的實(shí)際形象。目前,無(wú)論是學(xué)術(shù)界還是營(yíng)銷實(shí)踐都沒(méi)有關(guān)于中國(guó)高鐵海外形象的深度研究,而我們所了解到的中國(guó)高鐵海外形象大多來(lái)自國(guó)內(nèi)官方報(bào)道,不免片面化。本研究直接以海外媒體報(bào)道作為源文本,探索出中國(guó)高鐵在海外的真實(shí)形象,客觀地讓讀者了解到高鐵海外發(fā)展的現(xiàn)實(shí)優(yōu)勢(shì)與問(wèn)題。第二,通過(guò)扎根理論將中國(guó)高鐵海外形象系統(tǒng)化、構(gòu)建理論框架。目前學(xué)術(shù)界關(guān)于中國(guó)高鐵海外形象只有簡(jiǎn)單的描述或零散的評(píng)價(jià),沒(méi)有從理論上構(gòu)建出系統(tǒng)的框架。本研究基于扎根理論從大量數(shù)據(jù)著手,通過(guò)三個(gè)階段編碼分析,明確各概念和范疇間的內(nèi)在邏輯關(guān)系,最終構(gòu)建出中國(guó)高鐵海外形象的理論框架。第三,本研究針對(duì)主要的負(fù)面高鐵形象有的放矢地提出改進(jìn)策略。目前,大多數(shù)高鐵國(guó)際化戰(zhàn)略都從"生產(chǎn)者"出發(fā),從國(guó)家和企業(yè)的優(yōu)勢(shì)資源入手"發(fā)揚(yáng)長(zhǎng)板",往往與實(shí)際市場(chǎng)脫節(jié);而本研究從"市場(chǎng)"出發(fā),針對(duì)高鐵在海外市場(chǎng)的負(fù)面形象提出改進(jìn)策略,"彌補(bǔ)短板"。因此,這些策略針對(duì)性更強(qiáng),更能反映市場(chǎng)需求,從而幫助中國(guó)高鐵更有效地樹立積極的海外形象,促進(jìn)其海外發(fā)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.

【學(xué)位授予單位】：北京外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F532;D820

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