企业公共外交:宏观战略与微观管理

The Chinese Enterprises and Public Diplomacy Corporate Public Diplomacy:Macro-strategy and Micro-management

跨国企业是国家形象的重要载体,也是公共外交的行为主体。跨国企业间接或者直接参与的公共外交活动,可以笼统地称为企业公共外交。但是,企业如何参与公共外交,无论在理论上还是实践中都是棘手的难题。尤其是外交目标与企业目标如何平衡、政府政策与企业战略如何调和,其机理、体制和路径值得不断深入探讨。本文从宏观战略层面和微观企业管理层面对此提出一些粗浅的看法。

Multinationals are important carriers of a country's image and major players of public diplomacy.Their engagement in public diplomacy,direct or indirect,generally falls under the concept of corporate public diplomacy.How to participate effectively in public diplomacy,however,raises difficult questions both in theory and practice,especially maintaining a balance between diplomatic goals and corporate goals,and reconciling government policies with corporate strategies.The mechanism,system and approach are worth constant in-depth discussion.This paper proposes a few preliminary viewpoints at both macro-strategy and micromanagement levels.