The Research On Product Brand Image Of China Based On The Straits Times

Since ancient times, China has been a trade power. Its frequent trade with the world not only outputs the treasures and specialties of China, but also transfer Chinese humongous national image and unique oriental flavor of the product image. Time flies, now Chinese economy develops rapidly, and it works more closely with the world. Its product image which condensed into a brand power either accelerates the development o f productivity, or represents the national image and makes profound significance.This paper chooses the representative newspaperin Singapore and Malaysia, analyzes the related theories of brand, brand image and product image. Based on a lot of literature reading and statistical analysis, the study tries to induce the product brand image of China. By analyzing its characteristics, advantages and disadvantages, we finally put forward suggestions according to the actual situation in our country.The paper is divided into five parts. The first part mainly introduces the research background, significance, innovative points, and expounds on the research design steps and methods. The second part combed the related theories of brand image, product image and historical reports of China in Singapore and Malaysia’s newspaper. The review of the research achievements lay a theoretical foundation for following study, at the same time, make us find deficiencies on the studies of product brand image, andpossible meaning our study will achieve. The third part samples the straits times during 2004-2013, sets categories of report time, layout, type, issues, information sources, product categories, keywords, reporting tendency and other related issues, induces the characteristics, report issues and specific image of "product brand image of China" through content analysis. Finally propose suggestions on the basis of content analysis.The study finds that, in "Straits Times", "Chinese product brand image" tends to be more positive. The reported issues more comprehensive and less soft; The report type more message and less depth reports; The number of reports experienced a turning point; more self-written sources and much sources proportion from Chinese government. Finally, according to the findings of the research, this paper concludes 5 proposal for promoting Chinese product brand image. We hope that through this study, some inspiration for the further development of Chinese product brand can be provided.