基于NOW语料库的国产新能源汽车品牌海外媒体形象研究

Research on the Overseas Media Image of Chinese Domestic New Energy Vehicle Brands Based on the NOW Corpus

摘要: 基于NOW语料库的分析表明，海外媒体对中国新能源汽车品牌的关注集中在技术、性能、环保、价格及服务等核心维度，总体评价以正面为主。中国新能源汽车品牌海外市场布局呈现明显区域差异，主要集中在亚洲及大洋洲部分国家，不同品牌市场开拓进度差异显著，以比亚迪、理想汽车表现尤为突出。研究发现，海外媒体对中国新能源汽车的技术创新(如电池技术、智能驾驶)、环保属性及性价比认可度较高，但在高端市场渗透、品牌溢价能力及跨文化适配性方面仍有提升空间。本研究中的品牌形象为海外英语媒体话语所建构的媒体形象，反映海外媒体对国产新能源汽车品牌的认知与评价倾向。总体而言，中国新能源汽车品牌海外媒体认可度持续提升，但在欧美主流市场及高端细分领域的市场占有率仍显不足，海外媒体形象建构仍需进一步优化。

Abstract: Analysis based on the NOW Corpus shows that overseas media’s attention to Chinese new energy vehicle (NEV) brands focuses on core dimensions such as technology, performance, environmental protection, price and service, with an overall positive evaluation. The overseas market layout of Chinese NEV brands presents obvious regional differences, mainly concentrated in some countries in Asia and Oceania. There are significant discrepancies in the market expansion progress among different brands, among which BYD and Li Auto perform particularly prominently. The study finds that overseas medias highly recognize the technological innovation (e.g., battery technology, intelligent driving), environmental attributes and cost-effectiveness of Chinese NEVs. However, there remains room for improvement in penetration in the high-end market, brand premium capability and cross-cultural adaptability. The brand image in this study is the media image constructed by the discourse of overseas English media, reflecting the cognitive and evaluative tendencies of overseas media towards Chinese domestic NEV brands. Overall, the overseas recognition of Chinese NEV brands continues to rise, but their market share in mainstream European and American markets and high-end segments is still insufficient, and the construction of overseas media brand image needs to be further optimized to the Hans standard, which illustrates all the formats.