China High-speed Rail Brand Study From The Perspective Of National Image

The equipment manufacturing industry is known as "national backbone". However, for a long time, there is few brand that has high reputation and is recognized all over world. In recent years, China high-speed rail has made great progress through the introduction of technology and reinnovation. It already has an independent and strong R & D capabilities.China high-speed rail is a representative of own brands. Domestic high-speed rail network has basically completed,which link the east and west,north and south.Its operating speed broke the world record.Meanwhile,China high-speed rail has go abroad,cooperated with foreign countries.It has been a important role in intenational economy and diplomacy.China high-speed rail is a new “business card” of China.So, this survey focuses on Chinese high-speed rail. The aim is to understand the present situation of the development and the image of CRH.With the use of literature research, it finds that national leaders play an important role in promoting the spread of high-speed rail overseas.In addition,Chinese main media and relevant industry fair are also important channels for Chinese high-speed rail brand communication.Then,it chooses four newspapers to analysis the content of reports about China high-speed rail.It finds that Chinese and foreign media both express that Chinese high-speed rail has grown rapidly, but the Chinese media has build a image of CRH, which is advanced, strong capability of independent innovation, competitive and high-speed. However,the foreign media has build a image,which lacks of safety,brand power, competitioness and copies foreign technology. To improve the image oversea, I put forward four suggestions: strengthening innovation bility, multiplying the communication method, building the train-making companies' image, the government guides the way vigorously and supervises the operations.