企业传播视角的中国制造声誉提升

Research on the Promotion of Made-in-China' s Reputation from the Perspective of Corporate Communication

本文借鉴Balmer & Gray(2000)的"分层传播思想",提出通过第一层次传播、第二层次传播和第三层次传播来塑造和提升中国制造声誉的动态模型。文中把传播划分为三种类型,由拙劣型传播、失衡型传播到完美型传播构成了中国制造声誉提升的传播路径,文中进一步分析了中国制造声誉塑造与提升的具体传播对策。

From the perspective of corporate communication, we put forward a dynamic model of promoting made-in-China＇ s reputation. According to our model, we can build and promote made-in-China＇ s image and reputation through primary, secondary, and tertiary corporate communication. Communication can be categorized as three kinds： crude communication; perfect communication; unbalanced communication. Transferring from crude communication and unbalanced communication to perfect communication represents the communication path for us to promote made-in-China＇ s reputation. Some countermeasures about promotion of made-in-China＇ s reputation are also provided in our research.