Chinese Enterprise Image Analysis In U Thein Sein Government Period

Investment projects of Chinese enterprises in Myanmar got a huge impact since Thein Sein took his office in 2011.The negative cognition of Chinese enterprises' image among Burmese was ever consolidating,which is known more than the positive one.During this period of time,Chinese products were widely seen as cheap but shoddy.Regardless of enormous destruction to the natural environment and people's life,Kinds of investment projects were considered as taking out Myanmar's natural resources to self-development.At the same time,China's public assistance was also not obtained the approval by Burmese.In this period,what are the main factors of Burma people's negative perception of Chinese enterprises' investment in Myanmar?This article will be started with the perspective of Maletzke Political Communication Mode,based on facts of operation of Chinese investment projects in Myanmar and its attitude that Burmese held during Thein Sein government,to research China's enterprises image in Myanmar.This article tries to analyze the elements of image transmission process of Chinese enterprise in Myanmar to summarize the main aspects of negative cognition that Burmese take and the reasons why this cognition was continuously consolidating.On the basis of that,this article will make some suggestions on how to improve enterprises' positive image.As the matter of fact,the reasons of ever deterioration of China's enterprises image,during Thein Sein government period,include not only blaming to the enterprises' image transition process get problems,Myanmar's media,especially civil news media's large number of false report about Chinese enterprises also make a big contribute to the negative cognition.It also include other aspects such as Burmese lack of necessary cognition about foreign affairs,etc.The dilemma that Chinese enterprises meet is the resulting from comprehensive function of multiple factors:transmitter,message,media and receiver.The key approach to improve Chinese enterprises' image is to the change for Chinese enterprises' communication model,Chinese enterprises should take their own advantage and make full use of Burmese cognitive characteristics to improve their image.At the same time,they should cooperate with those highly recognized local media,and learn some useful approaches from U.S and Japan,to develop a Chinese enterprising-feature communication model.