The Overseas Corporate Image Of Chinese Enterprise

The 2015 report on Canada from the Ministry of Commerce shows that China has become the largest country of trade deficit of the maple country and its second largest importer and exporter. Canada is rich in energy and natural resources and the trade between the two countries is highly complementary. Canada has become a good investment destination for many Chinese energy and resource enterprises. In this sense, corporate image not only concerns about the interests and honor of certain companies, but also influences China’s overseas national image.In this context, the thesis focuses on Canada and tries to find out how Chinese enterprises are shaped in Canadian mainstream media through analyzing altogether 143 reports between 2006 and 2015 about China’s company from The Globe and Mail, the most popular newspaper with the longest history in Canada. Based on this, in the case study of the top five most reported Chinese enterprises in the newspaper-PetroChina, CNOOC, China Minmetals Corp, China Mobile and Bank of China - a clearer corporate image on The Globe and Mail is shown. As of the research theory, both framing theory of mass communication and corporate image model from management are used to analyze the reports. The thesis uses a combined methodology, including the qualitative and quantitative analysis besides the content analysis, case study and the in-depth interview, to dig deep into the research material. The thesis focuses on both the report numbers, frames, favorability and the top reported enterprises. A comprehensive analysis is made based on a in-depth interview.The result shows that the overall coverage about Chinese enterprises on The Globe and Mail is on a slightly rise over the past decade from 11 reports in 2006 to 18 in 2015. Five frames, including 1) Overseas Investment,2) Mergers & Cooperation,3) Controlled by the Chinese Government/Party,4) Monopoly,5) Fake Product and Low Efficiency, are used by the newspaper to shape the image of Chinese enterprises. In general, The Globe and Mail is mild and neutral in tone.Based on the above analysis, three suggestions are promoted. First, based on the close cooperation in the energy sector, Chinese enterprises should promote cooperation with Canada in the culture industry. Second, Chinese enterprises are advised to build the corporate image, improving the character-in the four-tier model-and building a distinctive and positive image of Chinese enterprise. Third, in the global trade and bilateral investment, Chinese government and the Communist Party of China should reduce the administrative intervention, but to open more channels to introduce Chinese enterprises to various sectors in the Canadian community. The fostering of global management talent and increased coordination with local public relations companies are also needed. The thesis believes that since Chinese enterprises are "Going Global" in a collective manner, building well-functioned corporate images is an integral part of shaping a positive national image.