【作者】 郭天超； 李雪梅；

【Author】 GUO Tian-chao;LI Xue-mei;China Institute of Nuclear Information and Economics;China Center for Industrial Security Research,Beijing Jiaotong University;School of Economics and Management,Beijing Jiaotong University;

【机构】 中国核科技信息与经济研究院中核工程建设管理中心； 北京交通大学中国产业安全研究中心博士后科研工作站； 北京交通大学经济管理学院；

【摘要】 近年来,公众对核电项目的抗议严重阻碍了我国核电事业的顺利发展,核电行业主管部门和核电经营者面临两难境地。以往研究认为应从项目前期沟通、科普等入手提升公众接受度。与以往研究不同的是,本研究认为,要提高核电项目公众接受度,关键在于扭转核电品牌形象。核事故、灾难、危害等负面信息的过度传播建构了可怕的核风险形象,导致人们对核电的恐惧和排斥,这种形象并不是对核电的全面或真实反映,所以应通过对正面形象信息如核电技术升级、核电厂对当地经济发展、城市建设的贡献等的有效传播,实现对核电品牌形象的重构,建构一个亲和、美丽的核电形象,形象的提升有助于提高公众接受度。本研究进行了问卷调研,通过SPSS对数据进行分析,分析结果证明了正面传播对核电品牌形象提升的积极作用,以及核电品牌形象提升对公众接受度提升的正向影响。本研究还提出了品牌形象重构思路和策略。更多还原

【Abstract】 In recent years,protest to nuclear power project from local people at nuclear project sites has already become a common phenomenon,which would impede the progress of nuclear power development in China severely.According to former studies,since nuclear power project is a public decision-making project built at the backyard of people,it is necessary for relevant departments and enterprises to collect opinion from people via hearing and negotiation to reach consensus and mutual-trust,so as to lay a solid foundation for smooth development of the project.Currently,in order to create news sensationalism and attract much public attention,media spare no efforts in terrible consequences and hazard of nuclear accidents with less spread of positive information,so that nuclear power has become a terrible image of risk in the public minds,with public acceptance towards nuclear power project reduced.Therefore,different from former research,we believe that the key to improve public acceptance towards nuclear power project lies in changing the image of nuclear power brands.To verify our theoretical analysis and assumptions,we undertake questionnaire survey.Through data analysis by SPSS software,it is shown that positive promotion is effective in weakening the terrible image of risk of nuclear power in the public minds and contribute to the change and improvement of nuclear power brands’ image;meanwhile,it is revealed that enhancement of brand image can improve public acceptance towards nuclear power project further.更多还原