Research on the brand image of "study in China" in the new era of overseas chinese newspapers and periodicals: a case study of Sin Chew daily in Malaysia

Abstract

This study focuses on Malaysia's Sin Chew Daily newspaper as its research subject. By searching the electronic resource library of the Sin Chew Daily's headquarters, the study obtained relevant reports and comments on "Study in China" from 2013 to the present. The study employed a combination of quantitative and qualitative methods, including data collection, topic classification, text interpretation, and comprehensive analysis to deeply analyze the focus of the Malaysian Chinese society (referred to as "Chinese society") on "Study in China" and the information it implies. The research found that the attitude of the Malaysian Chinese society towards "Study in China" is mostly positive. "Study in China" is seen as a bright and promising opportunity, and the "Study in China" brand is viewed as positive and reliable. Based on these findings, the study puts forward suggestions for improving the "Study in China" brand with the aim of promoting its connotative development and sustainable growth.