Research On Shaping Of Chinese Corporate Image In Myanmar

Under the smooth progress of the “One Belt,One Road” initiative,Chinese enterprises have actively responded to the call for “going out” and started business expansion worldwide.China and Myanmar are traditional and friendly neighbors,and the economies of the two countries are highly complementary.The investment and trade history has a long history.It involves many fields and has great potential for cooperation.Until February 28,2018,China(including Hong Kong and Macao)invested 344 projects in Myanmar totaling US$24.85 billion,accounting for 40.14% of total foreign investment allowed,and ranking first among foreign direct investment(FDI).Chinese enterprises investing in Myanmar,as the “speaker” of the country,represent the image of the country.Whether China's corporate image can be widely recognized in Myanmar is not only related to the smooth economic and trade cooperation between China and Myanmar,but also has an impact on countries along the “Belt and Road”.Due to the fact that Chinese enterprises are concentrated in Myanmar's industries such as electricity and energy.There are problems such as poor communication with Myanmar,and the media public opinion has caused many misunderstandings among the Burmese people,resulting in a crisis in Chinese corporate image.And directly affect the progress of Chinese enterprises in Myanmar investment projects.The problem of shaping the image of Chinese enterprises in Myanmar is imminent.Based on the corporate image theory and the basis of the Chinese Foreign Languages Bureau's overseas image survey and analysis(2014,2015,2016),this paper conducts investigation and in-depth study of Chinese enterprises in Myanmar,aiming to analyze China's trade cooperation and investment with Myanmar.It may be a hindrance in the shaping of corporate image,provide a reference for the formulation of Chinese enterprises' foreign exchange strategy,and provide theoretical supplement for Chinese enterprises' direct investment and risk management in Myanmar.In Myanmar,a key node of the “Belt and Road” connection “Belt and Road”,the public's recognition of the Chinese corporate image is related to the long-term development of Chinese enterprises in the Myanmar market.Therefore,as a supplement to the overseas image research of Chinese enterprises,this paper has important theoretical and practical significance for conducting field research on Chinese corporate image in Myanmar.The author used the investigation conducted by the opportunity of internship in Myanmar.She designed a questionnaire and distributed them in Yangon.The relevant staff of China and Myanmar were interviewed about the image of Chinese enterprises in Myanmar.The analysis shows that the Burmese people have dissatisfaction with some individual performance of Chinese enterprises on the basis of the overall recognition of Chinese enterprises,such as product quality,corporate responsibility performance,and poor communication with stakeholders.According to the survey results,this paper analyzes and summarizes the image of Chinese enterprises in Myanmar,finds out the factors affecting the image of Chinese enterprises in Myanmar,and puts forward some constructive suggestions for Chinese enterprises to shape the image.The formulation of communication strategies provides examples.This paper studies the image of Chinese enterprises in Myanmar,which can provide reference for direct investment in Myanmar and theoretical supplements.Through the negative effects of the company's image in Myanmar,it forces Chinese enterprises to transform and upgrade,enhance the recognition of Chinese enterprises and Chinese products in the international market,and then shape the image of excellent Chinese overseas companies.