The Research Of Oversea Social Media Users’ Image Perceptions Towards Global Brands

In recent years, with the integration of the global economy, international scholars and industry researchers have paid ever increasing concern on the globalal brands, foreign enterprises are trying to achive in the global market, include Chinese companies. With the rapid development of Chinese economy, Chinese enterprises continue to go abroad. Meanwhile, driven by internet technology, the emergence of various social media makes the link between consumers and consumers, consumers and brand more closely, which is both an opportunity and a challenge for the enterprise. All kinds of research and investigation followed, however, little research can be found from the perspectives of overseas customers on social media to the empirical analysis of Chinese brands’image.In this study, choose overseas social media users as the analysis object, using text mining technology, selected from each of the three global brands in China and developed countries to explore overseas consumers’perception of global brand image, especially the attitude of the Chinese global brand. Using text mining techniques in time series analysis, word frequency statistics and sentiment analysis.The research shows that Chinese global brands in product design or consumers have their particularity; overseas customers always pay attention to product quality and technological innovation, the progress of Chinese global brands in these areas has been recognized by overseas consumers, while Chinese global brands are improving the quality of service to follow the change of global market; The well-known global brands are no longer expensive, Chinese brands had to rely on "cheap" to win, but in today’s global market, their advantage in price have disappeared, but in overseas market, the price war between Chinese brands still occur; No matter Chinese global brands in which industry, no matter the overseas market are declining or still booming, the involvement of overseas consumers is growing; The emotional preference of overseas consumers to global brands has stabilized, most of them have optimistic and positive attitude, meanwhile, compared with the well-known global brands, Chinese global brands have a higher proportion of positive attitude in overseas consumers, but they also have a higher proportion of uncertainty about emotional colors; Although few Chinese global brands also have the country of origin of stereoty, but overseas consumers have recognized the position of Chinese global brands in the overseas market, in other words, Chinese global brands become the true global brands.This study relies on a large number of overseas consumers real data, the use of text mining methods in the field of marketing has not been fully carried out, making the findings more credible and objective, for future issues related to the globalization of Chinese brand provides detailed data.