对企业海外形象塑造与传播实践的思考——“2013首届中国企业海外形象塑造研讨会”观点集粹及对中国石油的启示

Current practice in building a corporate image and spreading it abroad——Highlights of views expressed at the "First China seminar on corporate image-building abroad, 2013" and implications for CNPC

企业海外形象的塑造必须树立新思想,找到新路径;要拥有中国视角,国际眼光,具备国际表达能力,讲好"中国故事"。与此同时,政府还应出台新政策支持企业海外形象塑造工程。企业只有树立良好的产品形象、组织形象、队伍形象、文化形象、环境形象和社区形象,才能塑造"立体"丰满的企业形象。中国石油应把海外形象塑造摆在重要位置,加强顶层设计,统筹内外资源,树立开放、透明、诚信和有社会担当的企业形象。

We need new ideas and paths for shaping corporate image abroad that have a Chinese perspective and international insight, with international communications skill, to tell a good 'China story.' Meanwhile, the government still needs to come up with new policies to support enterprises' image-building projects abroad. Corporations only need to establish a good product, organization, partnership, cultural, environmental and community image, and the talent to create a full 'threedimensional' corporate image. CNPC should give priority to image-building abroad, strengthen top-level design, and coordinate internal and external resources, to establish an open, transparent, honest and socially responsible corporate image.