Research The Image Of Chinese Product Brand In American Media

Now, competition of the products has been upgraded to a brand competition in the international market, among a number of Shine products have a distinctive brand image, such as Nike, Chanel, etc. But it is dim in the aspects of China, high-end brands are basically dominated by foreign brands in China domestic market. Faced with this situation, both the countries and enterprises are constantly strive to build Chinese product brand in recent years, and a number of Chinese product brand are go to the international market. In actuality Chinese product brand in the world know better, this paper decided to carry out the research from the perspective of overseas media. The United States is the largest economy in the world, and the Sino US trade frequently, therefore, this paper focus the image of Chinese product brand in the U.S. media.The full text is divided into six chapters:The first chapter: introduces the source of the topic, research purpose and research significance.The second chapter: reviewing the existing related research literature of Chinese brand, which mainly including three parts, product country of origin research, brand image and brand communication research, the U.S. media reported on Chinese products research. Through the review of the research achievements at home and abroad, we see more clearly the lack of research on product brand in China, but also it has implication for the analysis of the paper.The third chapter: carries on the detailed elaboration on the research methods. The core research method is content analysis method, for sampling ten years news reports of "New York Times", 2004 to 2013, set eight research category, which is the number of report, news source, type of news, product type, product brand, reported issue, describing word, reporting tendency, then encoding the news text into data systematically description.The fourth chapter: using a large number of data and charts, we have carefully analyzed the results of eight categories, generalized the characteristics, the forming reasons and the forms of all kinds objective.The fifth chapter: Based on the data collected, extracted the image of China product brand that "New York Times" has construct, and demonstrated it combined with the specific news reports.The sixth chapter: summarized the conclusion of this paper, analyzedthe internal and external factors influence the analysis conclusion, put forward suggestions for the development of Chinese product brand.It is obtained through research that the whole brand image of Chinese products is neutral in the America media. In addition, there are four others: firstly, the quality and safety problem of Chinese products is serious and worrying; secondly, the phenomenon of infringing the intellectual property rights of Chinese products is serious; thirdly, Chinese products is synonymous with cheap products; fourthly, Chinese brand exist many problems but the development potential can't be underestimated. The formation of this kind of image is influenced by the external factors(culture difference, interest driven, stereotypes, ideology) and internal factors(lack of national the loopholes in the system, enterprise management, brand building).In view of this phenomenon, the author think that the future development of Chinese product brand need to start from the following aspects: The first is speeding up the improvement of system, to establish a orderly competition environment; the second is to build the new card of China product brand; the third is to use innovation to driven enterprises; the fourth is to build brand Scientifically; the fifth is to emphasize the Chinese culture of brand. The brand image itself is set on consumer brand cognition, I hope that through this study, to provide some inspiration for the Chinese brand long-term development.