Communication Of Multinational Companies With China Stakeholders

Under the background of social responsibility becoming the strategy of a enterprise, company operation has been attracting lot of attention from many stakeholders in the society, its operation objective is no longer"Stockholder Uppermost"and to gain the most benefit for investors. Company is endued with a role of citizenship and needs to take economic responsibilities, legal responsibilities, ethical responsibilities and discretionary responsibilities. In order to effective managing the business, company should take its stakeholders for consideration. It's a new topic in current China that how the enterprise can communicate with stakeholders effectively to avoid crisis.Multinational companies had planned for its brands and operation forethoughtfully, stakeholder communication was always part of their strategy. With the development of their China business, communication of multinational companies with China stakeholders turned to essential. This thesis comparatively researched on the communication between multinational companies and their China stakeholders– mainly external stakeholders. Take Nike and Mattel for case studies respectively, report their communication with stakeholders: one failed case - Mattel, and one successful case– Nike, deeply describe and analyze these two contrary cases with stakeholder theories and communication theories, and compare their communication and corporate social performance difference.Good strategy of stakeholder communication can have enterprise develop continuously and stably, it's very meaningful for enterprise to promote its image, reduce the risk and improve its corporate social responsibility. Communication with stakeholder is a key factor for enterprise to keep it competitive. May this thesis could provide some valuable reference for other multinational companies or the internal enterprises which are in rapid development and towards to internationalization.