Portrayals Of China's Product Brand On Australian Newspaper

China as the largest developing country in the world, the economic rise speed and the image of superpower has attracted worldwide attention. In particular, the Chinese brands as Chinese image "business card". The study by the method of content analysis, explore the Chinese brand image on western media. In the part of introduction, the Australian national situation, especially the foreign economic and trade relations, Chinese and Australia are described, and then introduce the survey of national image data Chinese investigation, analysis of the study purpose, significance and difficulty. In the part of literature review, collecting, collating relevant literature of national image, brand country of origin research, brand communication research, the Australian media and related research China, through literature analysis, trying to find to explain the cause of the image of the status quo China brands appear in the western media. In the part of the study design, expounds the reasons of content analysis and selection of sampling methods, and the research category, code samples, and then to "the Australian" nearly 10 years(2004-2013) on the China brand and product news content analysis in the text.In the results, demonstrated in this study, the number of reported statistics, from the layout of distribution, distribution, sources, reported genre tendency, industry distribution, distribution, distribution of brand issue, showing the "Australian newspaper".In the research analysis part, from the analysis of the government, enterprises, and Chinese manufactured goods three aspects, citing "Australian newspaper" reported on the Chinese brand image construction was described, a preliminary analysis of China's independent brand in the overseas media image of three factors of production: 1 state perspective-- the giant of economy. Vs fewer famous brands; 2 media perspective – western media stereotypes Vs Chinese great power; 3 enterprise perspective – how to balance the economic profit and the quality and safety of the products.In the part of countermeasures and shortcomings, the author put forward some constructive suggestions for the Chinese self-owned brand spread abroad, and analyzes the shortcomings of this study.