| From the perspective of strategic communication,the thesis processes a systematic and in-depth analysis on the strategic communication activities of China’s high-speed railway(HSR)industry in the 12 years(2008-2019)since its birth,and in terms of consensus and identification,this thesis attempts to investigate the value of strategic communication of China’s HSR industry for the construction of industrial identity and the realization of industrial interests’.This thesis attempts to respond three essential questions:1)What strategic communication activities have been carried out since the birth of the HSR industry,and what are its characteristics?2)What is the relationship between the strategic communication of HSR industry and the construction of industrial recognition?3)What are the effects of HSR industrial strategic communication in improving the brand image of HSR,building a public opinion environment conducive to its own development and promoting the understanding and recognition of the industry by domestic and foreign audiences?There are ten chapters in the main part of the thesis.The introduction consists of the origin,significance,approaches and outline of the research.The first chapter is a review of the relevant concepts,theories and literature.Chapter two to chapter five,focus on the early stage of HSR industry strategic communication activities,from the strategic communication background,operation mechanism,means of communication,and communication content four aspects.The second chapter is the background review of the early stage of HSR industry at home and abroad;the third chapter is the study on the strategic communication operation mechanism dominated by the Ministry of Railways;the fourth chapter is the research on the mass communication represented by newspaper media in the early stage of HSR industry and the organization communication in the form of international conferences and exhibitions;the fifth chapter is the analysis on the HSR industry in the early stage of the strategic communication content from the theme setting,narrative mode and expression form.Chapter six to chapter nine focus on the strategic communication of HSR industry in the "going out" stage.The sixth chapter processes the analysis on the political,economic and cultural strategic value of "going out" of HSR.The seventh chapter studies the multi-agent linkage communication of HSR and the dialogue and cooperation mechanism of multi-level stakeholder groups in the "going out" stage;the eighth chapter makes the three strategic communication means well-organized,which are HSR diplomatic public relations at the government and enterprise level,organizational communication of dialogue with stakeholder groups and mass communication of guiding public opinion at home and abroad;the ninth chapter analyzes the forms and characteristics of HSR strategic communication.The stories are especially told from the third-party perspective in this stage,which themes are closer to the audiences,and which ways of discourse are more attractive.In Chapter 10,referring to the theory of constructivism on the formation and transformation of collective identification between countries,the thesis analyzes the role of HSR industry strategic communication in the construction of international identification and the future improvement strategies.The conclusion reviews the strategic communication practice in the early stage and the "going out" stage of China’s HSR industry,and draws the conclusion that strategic communication is an important way to enhance the understanding and recognition of domestic and foreign audiences.The research approaches used in the thesis include:literature review,historical research,in-depth interview and the intersection of multidisciplinary theory.On the basis of digging and collecting relevant historical facts since the birth of HSR more than ten years ago,this thesis systematically analyzes and deeply interprets the reports of mass media on HSR in different periods,as well as news texts released by the HSR industry through official websites and social media.At the same time,select the head of the publicity department of HSR companies,scholars and engineers in the field of rail traffic as the respondents to in-depth interviews,obtaining the firsthand materials for research,and summarizes the strategic characteristics of HSR communication activities during different periods based on in-depth analysis and multidisciplinary theory,outlining the history of strategic communication of China’s HSR industry.There are three innovative points.First of all,it is the innovation of research perspective.Previous studies on HSR industry are mostly based on economy,international relations,geopolitical issues and other similar perspectives.It is relatively rare to pay attention to the HSR industry from the perspective of strategic communication.This thesis investigates the development course of HSR industry with the strategic communication theory,which is a good supplement to previous studies.Secondly,the thesis outlines the history of strategic communication of China’s HSR industry,analyzes the strategic characteristics of its communication activities in different periods,and analyzes and interprets the original documents and investigation materials from multiple perspectives with the help of multidisciplinary theory.The thesis possesses a certain historical literature value.Thirdly,based on the theory of constructivism school of identity construction,the thesis conducts the analysis of the strategic communication practice of HSR industry,assesses the value of the strategic communications of China’s HSR industry in the construction of industrial identity,to explore the logical relationship of strategic communications and identity construction and to expand the existing theory,having a theoretical innovation to some extent.Under the background of rapid social transformation,world economic downturn and the rise of anti-globalization trend,the HSR industry is facing the dual construction task of domestic recognition and international recognition.In the construction of identity,the spread of information is the core.The spread and interaction of information are conducive to the transformation of audience’s attitude and behavior.The HSR industry coordinates multiple communication subjects through top-level design,integrating various communication means and channels and carrying out strategic communication activities,aimed at domestic and foreign audiences,which is an effective way to realize domestic and international recognition of the HSR industry and plays a positive role in promoting the ultimate realization of industrial interests and the improvement of the overall image of the country. |
