浅析中国企业“走出去”中的公共关系战略运用

A Brief Analysis of Application of Public Relations Strategy in Chinese Enterprises "Going Out" Process

在全球经济一体化的大背景下,国际上公司兼并、资本融合以及海外投资贸易等经营活动屡见不鲜。21世纪,在"走出去"国家战略的推动下,我国越来越多的企业开始以全球视野寻求可持续发展道路。然而,跨文化沟通障碍成为中国企业"走出去"过程中遭遇挫折的主要原因,要解决这个问题的有效方法之一就是进行公共关系战略的运用。本文将整理得出公共关系战略的概念、公共关系战略的要素及主要内容,并结合案例阐述公共关系战略在中国企业"走出去"过程中的运用以及需要注意的问题。

In the background of the global economic integration, international company merger, capital fusion and overseas investment trade and other business activities occur commonly. In the 21 st century, in the promotion of national ＂going out＂ strategy, more and more Chinese enterprises begin to seek a road of sustainable development in a global point of view. However, cross-cultural communication barriers become the utmost setback of Chinese enterprise during the ＂going out＂ process. In order to solve this problem, one of the effective means is the use of public relations strategy. This paper will give the complete definition of public relations strategy, the elements and main content of public relations strategy, and with the case study of successful acquisition of Volvo by Gili Group, elaborate the application of public relations strategy in Chinese enterprises ＂going out＂ process and issues that should be pay attention to.