基于语料库的中美企业官方发布的新闻对比分析——以华为公司和苹果公司为例

A Corpus-Based Study on Corporate News Releases by Chinese and American Enterprises—Taking Huawei and Apple as Examples

摘要: 良好的企业形象有助于塑造品牌声誉，提升企业的发展能力。企业官方发布的新闻除了传播企业相关信息之外，也向公众展现了企业形象。本研究通过自建小型语料库，从词频、搭配词和关键词等角度，对比分析华为公司和苹果公司官方发布的新闻，了解两家公司如何通过发布官方新闻的方式塑造其企业形象。研究发现，苹果公司致力于宣传其公司产品，树立了“用户友好型”的企业形象；而华为公司以宣传网络技术和所参与的社会活动为主，树立了典型的“可持续发展型”企业形象。本研究为企业如何进行对外宣传，展现企业特点提供启示。

Abstract: A positive corporate image paves the way for a better brand reputation and greater international competitiveness. The official news released by enterprises presents the corporate image to the pub-lic. In recent years, there have been a few studies on official news of enterprises. Therefore, this study analyzes and compares the official news released by Huawei and Apple by building a small-scale corpus. The purpose is to understand how the two enterprises shape corporate image through official news. The research shows that Apple is committed to promoting its products and providing excellent service, thus establishing a “user-friendly” corporate image while Huawei estab-lishes a typical “sustainable development” corporate image by focusing on network technology and participating in various social activities. This study provides insights for enterprises to conduct in-ternational publicity and present their characteristics.