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

摘要： 国际声誉对于高铁企业开拓海外市场至关重要，然而，当前鲜有针对高铁企业国际声誉提升策略的文献，需要构建高铁企业国际声誉提升策略框架。通过调研、访谈、网络爬虫等途径收集资料，构建文本信息库，利用扎根理论识别出20条高铁企业的国际声誉提升策略，划分为规范策略、宣传策略、关系策略、能力策略4个组分，构建高铁企业国际声誉提升策略框架。在试点调查的基础上开展业界问卷调查并回收数据，进行验证性因子分析，证明所构建策略框架的合理性。从being good和being known两个角度讨论策略框架。研究结果有助于拓展国际声誉提升策略的知识体系，可为高铁企业在市场竞争中采取有效措施提升国际声誉提供“一站式策略包”支持。

关键词: 扎根理论；高铁企业；国际声誉；提升策略