外国跨国公司在华开展企业外交实践及启示——以亨斯迈女生文化节为例

Practices and Enlightenment of Foreign Multinational Companies’ Corporate Diplomacy in China——Taking Huntsman Girls’ Cultural Festival as an Example

亨斯迈集团通过赞助东道国知名高校的文化交流活动,履行企业海外社会责任,既提升了企业品牌知名度,也促进了中外之间的文化交流,是跨国公司与东道国高校之间展开公共外交活动的实例。本文通过笔者策划的这一主题活动,理论与实践结合,从企业公共外交与企业公共关系之间的关系、企业公共外交的模式、案例分析和对中国同类企业在海外开展公共外交的启示四个方面展开探讨。

The Huntsman Group fulfilled its overseas social responsibility by sponsoring cultural exchange activities of well-known universities in the host country, which not only strengthened the knowledge of the brand of the enterprise, but also promoted cultural exchanges between China and foreign countries. It is an example of public diplomacy between transnational corporations and universities. Combining theory with practices, this paper explores four main issues including the relationship between enterprise public diplomacy and enterprise public relations, enterprise public diplomacy models, case analysis and enlightenment to similar enterprises in China on carrying out public diplomacy overseas.