Chinese Products Brand Image On British Media

The Times of United Kingdom is a world-renowned newspaper, 10 years'(2004-2013)“China product and brand”coverages on this newspaper are chosen as samples to study thorougly from the number of reports,layout, source of the message, news style,kinds of products, issues,key words and attitude.The study shows that on the overall, The Times building the Chinese products a negative brand image.China's product cheap but have safety and quality problems,Fake and pirated products are popular,The cost is rising.Enterpris have the problems of profit is the highest target regardless of product quality and lack of brand.Government have regulation of dereliction of duty and right of intervention markets problems.On the basis of text analysis,This study suggests that The Times used three ways to construct China's product brand image that is Horizontal extension and vertical extension,China's product brand image tabbed,weakening China's voice and strengthen the western voice.Based on the communication theories,This paper argues that the major factors to affect The Times to build China's product brand image are the newspaper's own factors and other social factors.At the end of the paper,from the dimension of governments and enterprises put forward the strategies to promote the brand image of Chinese products.Through literature retrieval,Domestic scholars are often take newspapers of the United States as an example to study the Chinese product brand image.No representative newspapers of the European were studied.The European Union has ten years in a row to keep China as largest trading partner,So it is necessary to understand the brand image of Chinese products in European media,This is an innovation point of this paper.Using the viewpoint of marketing and communication to focus on and interpretation western media reports on Chinese products is also the innovation of this article.There are more or less flaws on research design, this also is the deficiency of this article.In the article structure,the paper has seven chapters, which can be divided into four parts.The first part consists of chapter one and chapter two.The first chapter introduces the research background, purpose, significance of this paper, innovation points and researchdesign of this paper.The second chapter sorts out both domestic and overseas research products,which is Literature review.The second part consists of chapter three and chapter four,is the main part of this paper.In the third chapter,the statistical analysis is based on the all samples about China product and brand news report collected from The Times by quantitative and qualitative analysis,combining the number of reports,layout, source of the message, news style,kinds of products, issues,key words and attitude. On the basis of the third chapter,the brand image of China product established by The Times are described in detail in the forth chapter.The third part consists of chapter five and chapter six,In chapter six suggestions are provided after thoroughly analyzing the strategies which The Times used in constructing Chinese products brand image and its affecting factors in fifth chapter in order to improve China product brand image.The Conclusion comes up with some shortcomings of the paper is the seventh chapter it is also the last chapter.