中国汽车门户网站对特斯拉汽车的品牌形象定位研究

• 영문명: Brand Image Positioning of Tesla Motors in China Car Portal Websites
• 발행기관: 한국국회학회
• 저자명: 涂波(Bo Tu)
• 간행물 정보: 『한국과 세계』제7권 5호, 1123~1140쪽, 전체 18쪽
• 주제분류: 복합학 > 학제간연구
• 파일형태: PDF
• 발행일자: 2025.09.30

국문 초록

Tesla motors, as the most representative electric car brand today, has attracted the attention of global consumers, and has also been widely reported by the major auto portal websites in China. The automobile portal websites not only provide consumers with instant access to automobile product information, but also provide important publicity platforms for various automobile manufacturers. Therefore, the image positioning of automobile brands in the portal websites will provide an important reference for consumers' purchase intention. This study aims to analyze whether the brand image positioning of Tesla car is electric car or intelligent car, using python 3.11 version and PyCharm IDE platform to collect the data of “Qichezhijia”, the most representative automobile portal website in China, for relevant analysis. The result shows that with the chronological and the development of automobile industry, attention to Tesla has been gradually increasing. Tesla's brand image positioning is dynamically changing as time goes by. The current brand image positioning of Tesla is still more of electric cars than intelligent cars, but the current brand image of intelligent cars in the Chinese portal has become clear.

영문 초록

特斯拉汽车作为当今最具代表性的电动汽车品牌，受到了全球消费者的关注，也被中国的各大汽车门户网站所广泛报道。汽车门户网站既给消费者提供了即时获取汽车产品信息的渠道，也给各汽车厂家提供了一个重要宣传平台。因此，汽车门户网站里对汽车品牌的形象定位，将对消费者的购买意向提供重要参考。本研究以分析中国门户网站对于特斯拉汽车的品牌形象定位是电动汽车还是智能汽车为目标，运用Python 3.11版，并使用了PyCharm IDE平台来采集了中国最具代表性的汽车门户网站之“汽车之家”的相关数据信息后进行了相关分析。研究发现，中国汽车门户网站对特斯拉的报道随着时间顺序和汽车行业的发展，其关注度呈现逐渐提升，关注点逐渐增多；中国汽车门户网站对于特斯拉的品牌形象定位是动态变化的，从无到有，逐渐明确；特斯拉目前的品牌形象定位还是电动汽车大于智能汽车，但是特斯拉在当前已经获得了中国门户网站的智能汽车品牌形象的部分认可。

목차

Ⅰ. 绪论

Ⅱ. 汽车品牌形象认知的相关文献及其不足

Ⅲ. 研究方法和数据

Ⅳ. 分析中国汽车门户网站对特斯拉的品牌形象定位

V. 结论

參考文獻

키워드

Car Portal Website Tesla Brand Image Electric Car Intelligent Car 汽车门户网站 特斯拉 品牌形象 电动汽车 智能汽车