Research On The Influencing Factors Of Chinese High-speed Rail Overseas Brand Image

The export of Chinese high-speed rail has become a national strategy. Under the background of The Belt and Road Initiative, Chinese high-speed rail is playing a more and more important role in the global railway market. Meanwhile, there are misunderstandings about Chinese high-speed rail. Although the high-speed rail project has a high degree of political sensitivity,and often becomes a tool for national and intergovernmental game, with the increasingly fierce competition in the international high-speed rail market,China's high-speed rail still need to implement an effective brand strategy to gain advantage in the global competition. At present,there are a number of qualitative researches about China's high-speed rail brand, but most of them are the horizontal comparison between high-speed rail and other transports. The study of China's high-speed rail overseas brand image is less. Brand image is an important part of China's high-speed rail "going out" strategy to win a good environment for international public opinion. Therefore, in order to better shape the brand image of China's high-speed rail in the complex international environment,research in this field is particularly important, such as the elements of China's high-speed rail overseas brand image and its various influencing factors.This research analyses the results of the theory of brand image, and makes a comparison of three classic models of brand image. Combined with the studies of transport brand,this study discusses the influencing factors of the overseas brand image of Chinese high-speed railway, and puts forward a conceptual model. This research adopts the method of empirical research, and takes the form of questionnaire survey. The collected data were analyzed by SPSS20.0 software to verify the reliability, validity and correlation analysis. The main conclusions of this study are as follows:(1) Chinese high-rail overseas brand images composed of two dimensions: functional and symbolic;(2) Product attributes,service attributes,media coverage,public relations activities,and the image of the country of origin have a significant positive impact on Chinese high-speed rail overseas brand image. The rank according to the level of influence is as follows: product attributes, media coverage, public relations activities, service attributes, country of origin image.(3) Media exposure on the impact of Chinese high-speed rail overseas brand image is greater than public relations activities, advertising and other means of communication;the content that emphasizes on product attributes has a greater influence on the overseas brand image of Chinese high-speed railway than that of the service attributes.The main innovation of this paper lies in that it provides suggestions for the build of overseas brand image of China's high-speed rail, under the circumstance that current academic researches for high-speed rail brand image are still relatively not enough.This paper studies the influencing factors of Chinese high-speed rail brand overseas.On the one hand, it provides innovation and complement in theory. On the other hand,it can also provide help and guidance for the Chinese high-speed rail in the "going out"practices. At the same time,it causes more attention to China's high-speed rail brand image overseas, making contribution to build a more systematic model of influencing factors of Chinese high-speed rail overseas brand image.