Public Diplomacy Of Chinese Enterprises And National Image Building

With the "One Belt One Road" strategy to gradually implement the Chinese enterprises "going out" pace is getting faster,the real needs of the enterprise public diplomacy is expanding increasingly.The enterprises are facing more and more challenges in the overseas development,and the "going out" Chinese enterprises represent the national image of China,and the relationship between the development of enterprises and the national image is complementary to each other.It is necessary for enterprises to carry out public diplomacy to build national image.It is an objective need for enterprises to enhance their international competitiveness,attractiveness and national image.At the same time,it is also the internal choice for enterprises to shape the corporate image,to win the trust of the overseas public,and to gain competitive advantage.Enterprises participate in overseas competition is to provide quality products and services as the premise,but still faces a complex international situation and international competition.To carry out public diplomacy can maintain a good image of the enterprise,and then in a favorable position in the competition,to ensure the sustainable development of enterprises.The public diplomacy of enterprises and the image of the country have inherent identity.At the same time,the enterprise is a non-state actor,in the overseas development,the dissemination of culture has a good degree of acceptance,and the complementary advantages of government diplomacy.On the path choice of the corporate public diplomacy to shape the national image,from the macro policy and the level of public diplomacy awareness,we need to strengthen the concept,pay attention to brand building and sustainable development,to serve the sustainable development of enterprises.The public diplomacy of enterprises and the image of the country have inherent identity.At the same time,enterprises are non-state actors,in overseas development,communication culture has a better acceptance,and government diplomacy complement each other.In the choice of enterprise publicdiplomacy to shape the national image of the path,from the macro policy and public diplomacy consciousness,the need to strengthen the concept of brand construction and sustainable development for enterprises sustainable development.Once again need to establish the corresponding cultural communication,corporate responsibility,risk prevention and control management mechanism.Finally,as the enterprise itself needs to strengthen personnel training and localization operations,better integration into the local community,to get the trust.Strengthen political risk analysis and cross-cultural understanding,know how to use legal means to protect their rights and interests.It is not easy for the public diplomacy to shape the national image,and it will always encounter many problems and obstacles.These problems are common,the main problems in the enterprise itself,cultural differences and the pressure of external public opinion and so on.The reasons for these problems are the main enterprises lack the awareness of public diplomacy,public diplomacy ability is insufficient;business alone,not with the government and civil society organizations to form a joint force.The complex international environment is the biggest resistance for Chinese enterprises to go abroad to develop public diplomacy and shape the national image.To solve these problems,first of all to enhance corporate awareness of public diplomacy,awareness of legal rights and strengthen government guidance;secondly,enterprises should respect the culture of the host country,seek common ground,active to promote cultural integration;and to actively fulfill their social responsibilities,to advocate the concept of win-win cooperation;finally,to deal with the issue of public opinion,strengthen the cooperation with the local media,with the help of local the media say China story.The government should do a good job in guiding the public diplomacy of enterprises,improve the legislation of overseas investment,promote the study of public diplomacy,and provide legal,institutional and intellectual support for enterprises to carry out public diplomacy.