中国石油大学学报（社会科学版）2025，Vol.41Issue(5)：70-80,11.DOI:10.13216/j.cnki.upcjess.2025.05.0008
中国新能源车企形象自塑与他塑话语建构对比研究
A Comparative Analysis of Self-Constructed and Other-Constructed Discourses in the Corporate Image Formation of Chinese New Energy Vehicle Enterprises
摘要
Abstract
China's new energy vehicle(NEV)sector has has experienced rapid growth and active international market expansion in re-cent years,in recent years,positioning corporate image construction a critical factor in enhancing organizational competitiveness.Tak-ing BYD Co.,Ltd.as a case study,this research integrates corpus linguistics with discourse analysis to compare the company's offi-cial international website with reports from two mainstream foreign NEV media outlets.From macro-,meso-,and micro-level perspec-tives,the study investigates the strategies of self-and other-representation in corporate image construction.Results indicate that at the macro level,BYD portrays itself as a"pioneer in green public transportation",a"world-leading high-quality NEV manufacturer"and an"innovator in electric vehicle battery technology",whereas external media depict it as a"robust market competitor",a"cost-effec-tive NEV provider"and an"innovator in NEV battery technology".At the meso level,both parties maintain a largely consistent evalu-ative stance in objective predication but diverge in construction paths:self-representation emphasizes corporate authority through institu-tional references,while other-representation links corporate and national images through country-specific references and data-based ar-gumentation.At the micro level,self-discourse focuses more on green public transportation and government cooperation,whereas other-discourse emphasizes passenger car products and market information.Based on these insights,the study proposes optimization strategies of reinforcing environmental communication,bridging gaps in market positioning perception,enhancing discourse credibility through data-supported reasoning,and leveraging nation-specific narratives to optimize content supply for international audiences.关键词
话语-历史分析法/企业形象/新能源汽车/语料库Key words
discourse-historical analysis/corporate image/new energy vehicles/corpus linguistics分类
语言文学引用本文复制引用
张青华,张慧娟..中国新能源车企形象自塑与他塑话语建构对比研究[J].中国石油大学学报（社会科学版）,2025,41(5):70-80,11.基金项目
外教社全国高校外语教学科研项目(2023SD0022) （2023SD0022）
