Study On Storytelling And Dissemination Of The Brand Of Huawei

On May 10,2014,General Secretary Xi Jinping proposed to‘promote the transformation of Chinese manufacturing to Chinese creation,the transformation of Chinese speed to Chinese quality,and the transformation of Chinese products to Chinese brands'.General Secretary Xi Jinping emphasized that a country and a nation cannot be without a soul.Build a Chinese brand,show the Chinese image,and promote the Chinese spirit.The image is the external manifestation of the brand,and the spirit is the connotation of the brand.Since then,Chinese companies have begun to increase the shaping of corporate spirit and image,and story-based communication is an important strategy for building corporate image.As one of the leading companies of my country's national enterprises,Huawei has successfully created a great brand image of 'pursuing excellence,being brave to innovate,daring to be the first and winning glory for the country'.Huawei's brand image is not only the result of technological innovation and operation and management of Huawei people,but also closely related to the story-telling dissemination of "telling Huawei's story".Huawei has not only successfully shaped and continuously improved through series of stories such as dreams,struggles,responsibilities,perseverance,etc.Huawei's cultural and spiritual characteristics have also formed a strong resonance with the general public,and it has been highly trusted and supported by the public.To a certain extent,Huawei's story is a Chinese story,and Huawei's struggle history and brand image are Chinese reforms.Opening up and the epitome of China's image.This article uses the relevant knowledge interpretation theories of communication,advertising,narratology,and semiotics to interpret Huawei's story-based communication and brand image building.Using 42 Huawei advertisements,10 micro-films,and 41 news interviews from 2013 to 2020 as the research objects,the text analysis is intended to sort out the relationship between Huawei's story production and brand image construction through Huawei's story-based communication practice.The logic of this article is developed from three parts in turn:The first part is a theoretical analysis of story-based communication and the relationship between story-based communication and brand image construction,and builds a theoretical framework for the subsequent research on Huawei's story-based communication;the second part It sorts out the various text types of Huawei's story-based communication and analyzes the brand image constructed by Huawei's story-based communication methods.The text types include:advertisements,micro movies,news interviews,and Weibo;the third part mainly focuses on narratives Analyze Huawei's specific strategies for story-based communication from the perspectives of,semiotics,and story theory,which are carried out from four aspects:narrative symbol combination strategy,narrative perspective type,narrative psychological strategy and narrative context strategy.