关键词: 扎根理论；高铁企业；国际声誉；提升策略

Abstract: The expansion of global markets by highspeed railway （HSR） firms is essential for their international reputation. However， few studies have been performed on the strategies for improving the international reputation of HSR enterprises. The purpose of this study is to conduct a promotion strategic framework for the international reputation of HSR enterprises. Firstly， data were collected through research， interview， web crawler and other means to build text information base， and twenty strategies for promoting the international reputation of HSR enterprises were identified by grounded theory， which were further divided into four components， namely normative strategy， publicity strategy， relationship strategy， and capability strategy. Based on the feedback of pilot study， the questionnaire survey was conducted. The confirmatory factor analysis was carried out on the recovered data， which proved the rationality of the constructed strategy framework. Finally， the strategy framework was discussed from the perspectives of being good and being known. The findings can aid in broadening the body of knowledge on strategies for promoting international reputation. Additionally， they can offer HSR firms a “onestop strategy package” for enhancing their international reputation in the competitive market.

Key words: grounded theory; highspeed railway enterprise; international reputation; promotion strategy