Research Of Chinese Enterprises’ Public Diplomacy In ASEAN Countries

In 2013,president Xi Jinping raised the major initiative of “The Belt and Road”,which provides the unprecedented opportunity and platform for Chinese enterprises to go abroad,and forms good situation where the government sets up the stage and the enterprises plays.As the friendly neighbors of China and the first station of the 21 st century Maritime Silk Road,ASEAN countries become important areas for Chinese enterprises to go abroad.The operations and management activities of Chinese enterprises in ASEAN countries not only represent their own interests and images,but also have an increasingly closer relationship with Chinese national interests and national image.This is an important window for ASEAN society to understand China.Therefore,while Chinese enterprises are entering ASEAN to carry out international operations,they also bear the responsibilities and obligations of public diplomacy.Chinese enterprises’ public diplomacy is a diplomatic activity in which enterprises and the employees of enterprises are the main body,and under the guidance of the Chinese government,through operation and management and other social activities,the target people have a more in-depth understanding of Chinese economic,political,cultural and other aspects.The purpose is to enhance the national image and safeguard national interests.Chinese enterprises carry out public diplomacy actively in ASEAN countries,which will not only help enterprises to stand in ASEAN for a long time and improve the economic interests of enterprises,but also help to shape a good image of China and safeguard the interests of China in the ASEAN region,and ultimately achieve a win-win situation for both countries and enterprises.Since the beginning of the 21 st century,more and more Chinese enterprises have gradually gone abroad to the ASEAN countries with the support and encouragement of the “The Belt and Road” initiative and the Go Out strategy.Chinese enterprises’ public diplomacy is facing unprecedented opportunities.At the same time,enterprises’ public diplomacy in the ASEAN region is facing severe challenges because enterprises’ public diplomacy is still in its infancy,its own public diplomacy is not sufficient,and the complex national conditions,cultural differences,and South ChinaSea sovereignty issues in the ASEAN region.This requires Chinese enterprises to strengthen public diplomacy consciousness and enhance public diplomacy ability.On the other hand,they must also develop ideas to improve the efficiency of enterprises public diplomacy through measures such as improving brand image,publicizing corporate culture,undertaking social responsibilities,and broadening media publicity.In addition,enterprises’ public diplomacy is difficultly completed if only depending on enterprises,and Chinese government shall also provide corresponding policy support and service guide,accelerate the establishment of enterprises’ public diplomacy support system,and make the country become the strong support of enterprises’ public diplomacy in the process of going abroad.