A Study Of The International Communication Of The Huawei Enterprises From The We Media Perspective

Since the reform and opening up,China's economy has achieved remarkable results and has risen to become the second largest economy in the world.A number of world-class companies represented by Huawei have also emerged.The existence of ideology and intrinsic position makes foreign traditional media have a certain bias in reporting on Chinese brands.The lack of international discourse power is a serious problem faced by these enterprises when they participate in international competition.However,since the development of we-media has ended the discourse monopoly power of traditional media,brands can directly communicate with users through the opening of“enterprise we-media”.As an outstanding individual of China's independent enterprises,Huawei has enjoyed a broad market and high influence internationally through years of international communications.This article is in the context of economic globalization and the development of new media technologies.It aims to study the use of we-media in the international communication of Huawei brands.Through the selection of Huawei's representative “enterprise we-media” adopted in the international communication for the study: the official website of the enterprise English version,Twitter and Facebook.This article mainly adopts the content analysis method to analyze the corporate English website through category construction and analyzes the tweets and posts published on Twitter and Facebook from January 1,2017 to December 31,2017.This article is divided into six chapters,beginning with an introduction,introducing the research background,purpose and significance of the study.At the same time,through the determination of the core concepts,research ideas and methods of this study,analyze the innovation and difficulties of this study.The first chapter is to analyze the international strategy and international communication of Huawei brand.The second chapter is the research design and analysis framework.Chapters 3,4 and 5 carry out data analysis and interpretation of research findings on Huawei's official website,English version,Twitter,Facebook,and other we-media,and compare it with data from competitor Ericsson,Cisco,and Coca-Cola,an international company representative.The sixth chapter is the research conclusion and prospect.After analysing Huawei's self-media quantitative research and supplemented by qualitative research,it sums up the advantages of Huawei's use of self-media.That is: Huawei's self-media has been operating well in international communication and has formed a strong external communication capability.Since the media type and quantity are rich,it has the strong sense of self-consciousness.Since the media pays attention to the content of publishing information,it has a strong awareness of publicity and promotion.Each of self-media interconnects with each other to create a three-dimensional and all-round communication.But there are also shortcomings.Since the content preference of the media is obvious,there are few analogies in relation construction.The distribution of content between the respective media is similar,the operation is more dispersed.Based on the analysis of the paper,the author draws the inspiration of the two enterprises' use of enterprises' self-media to carry out international communication.Enterprise self-media has become an important medium for Huawei to break through western discourse hegemony and carry out brand construction in international communication.The Chinese brand should enhance the consciousness of independent communication in international communication.Enterprises should establish a unified self-media management organization,attach importance to the combination of form and content,and improve the quality of enterprises' self-media.It is hoped that this study will provide Huawei with recommendations for better use of self-media for brand communication,and also provide reference for other domestic companies to use their own media for brand communication at home and abroad.It is hoped that domestic companies will be able to adapt to the development of the Internet era more quickly,and more real-world brands such as Huawei will appear in international competition.