企业公共外交的内涵、特性与实施策略解析

Research on Implication,Features and Implementation Strategies of Corporate Diplomacy

在全球化条件下,公共外交中非政府行为体发挥着越来越关键的作用。企业在海外经营管理中的公共外交职能对于弥补政府公共外交的不足,推进国家战略的实施和国家利益的实现日益重要。以跨国公司为实施主体的企业公共外交在海外经济利益保护、公众接受度、双向互动方面有着独特的优势,也具有一定的限度。企业在全球范围内以风险研究管理、品牌及企业形象、企业文化传播、企业社会责任的"四位一体"公共外交格局为战略路径,以积极承担企业社会责任为战略重点,以社交媒体、政府及专业研究和游说机构为战略手段,积极推进公共外交。随着中国企业"走出去"的迅速发展,企业公共外交应该受到中国企业的高度重视,配合政府公共外交、公民外交,塑造国家形象,进而增进国家利益。

In the context of globalization, the non- governmental actors in public diplomacy are playing an increasingly critical role. Enterprises＇ function of public diplomacy in overseas operation is increasingly significant for supplementing that of the government and promoting the realization of our national interests. Corporate diplomacy mainly implemented by transnational enterprises has unique advantages in the protection of overseas economic interests, publJc acceptance and two-way interaction, and also has certain limits. ＂Four in One＂ Pattem serves as the strategic path for corporate diplomacy： risk management, brand and corporate image, corporate culture and corporate social responsibility （CSR）. Corporate social responsibility is the strategic focus, and social media as well as government departments and professional research and lobbying institutions are the strategic means to actively promote corporate diplomacy. With the rapid development of Chinese enterprises ＂going out＂, corporate diplomacy should be highly emphasized by Chinese enterprises to work with government public diplomacy and citizen diplomacy to promote our national interests.