| As a well-known Kweichow liquor,the phenomenon of “extraordinary price” of Moutai has aroused widespread discussion in the society in recent years.Meanwhile,companies are “limiting prices.” What kind of media image does Moutai rise in the contradictory logic? What is the difference between the image of Moutai spread by the enterprise and the image spread by the media? The current research is still blank,and the study on the media icon of Moutai has a guiding consequence for the long-term development of Moutai enterprises.According to the framework theory,this article elects 651 news reports,examines the media report framework and the vision of Moutai spread by the media from both the news selection framework and the news construction framework.The summary of the corporate image of Moutai discovered that the media icon and corporate image are misaligned,and the media icon communication optimization strategy is proposed from the corporate prospect.The investigation determined that the media used the secondary framework when reaching to Moutai-related issues.The “Scarce commodity” framework was the primary framework,and the “regional” framework was the secondary framework.It mainly spreads the economic image of Moutai,and the media image includes“Fei Tian Kweichow Moutai”,“high-priced Moutai”,“High-end liquor”,“Scarce Moutai”,“Guizhou name card”.The corporate icon of “Cultural Moutai”,“Quality Moutai” and “Affordable Moutai” is less reflected in media image communication.From the corporate view,we put forward an optimization strategy for media image communication of “Moutai”.Businesses should concentrate on the consistency of Kweichow Moutai's corporate icon with the media icon,build a normalization mechanism for media public relations.Then,focus on the consistency of Kweichow Moutai's media image with users' perceived value.Also,build user networks Communication mechanism,Pay attention to the corporate image on the new media,and innovate the media dissemination mechanism of Moutai. |
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