中国5G品牌形象的海外认知研究  

Study on Overseas Perception of Chinese 5G Brand Image

作　　者：白龙[1,2] Bai long

机构地区：[1]南京师范大学 [2]玉林师范学院文学与传媒学院

出　　处：《广告大观（理论版）》2020年第6期27-38,共12页Journal of Advertising Study

基　　金：2020年江苏省研究生培养创新工程研究生科研与实践创新计划“江苏省地方数字政务的政治沟通策略与反馈机制研究”项目的研究成果,项目编号KYCX20_1157。

摘　　要：中国5G技术的领先优势备受海外媒体关注,掌握中国5G形象的海外认知对于中国的5G技术普及和走出去战略至关重要。研究收集16家欧美新闻机构推特账号的新闻报道留言,以扎根理论的质性路径找出海外网民如何评价和认知中国5G形象。研究发现,海外网民对中国5G技术普遍呈现出负面为主的形象认知,涵盖了信任感知形象、品牌实际体验、意识形态成见、外部风险隐忧、技术安全疑虑等五大主题。文章基于三级编码构建出中国5G形象感知影响因素互动模型,从原产国效应、本地消费者文化和技术民族主义方面对中国5G的海外形象认知展开分析。本文建议通过克服原产国效应,推行本地消费者文化定位,提升消费者感知品质的品牌形象策略来修补中国5G的海外负面形象。Strategic expansion of Chinese 5 G technology has attracted the attention of overseas media. Mastering oversea perception of Chinese 5 G image is essential to technology diffusion and Go Out policy. This study collected the news comments and reports of 16 media agencies from European and American to find out how oversea netizens evaluate and perceive Chinese 5 G image by using qualitative research of grounded theory. The study finds that negative image perception of Chinese 5 G technology exists widely in a large group with five key topics including perceived image of trust, actual brand experience, ideology prejudice, outer risk concern and technology safe concern. Interactive model of Chinese 5 G image perception influencing factor is constructed in terms of country of origin effect, local consumer culture and technological nationalism basing on three-level coding. This study suggests that we should overcome the country of origin effect, promote the cultural positioning of local consumers, and enhance the perceived quality of consumers to repair the overseas negative image of Chinese 5 G technology.

关 键 词：5G形象 原产国效应 技术民族主义 本地消费者文化 感知品质 

分 类 号：G206[文化科学—传播学] F125[经济管理—世界经济] F273.2F623