提升中资企业海外软传播能力的思考

Thoughts on Improving the Ability of Overseas Soft Propagation of Chinese Enterprises

"一带一路"倡议的推进对"走出去"中资企业履行社会责任、开展海外软传播提出了更高要求。虽然近年来中资企业对海外传播的重视程度有所提高,海外软传播沟通渠道初步建立,但依然存在意识落后、手段单一、能力不足等诸多问题。相关政府部门、研究机构、海外媒体等都应当在中资企业海外软传播中发挥推动作用,同时,海外运营的中资企业要苦炼内功,加强海外软传播能力建设。

"the Belt and Road Initiative" Initiative puts forward higher requirements for Chinese enterprises of "Going Global" to fulfill their social responsibilities and carry out overseas soft propagation. Although Chinese enterprises have paid more attention to overseas communication in recent years, and overseas soft communication channels have been initially established, there are still many problems such as lack of consciousness, single means, and insufficient capacity. The government departments, research institutions, and overseas media should all play a role in promoting the overseas soft communication of Chinese capital enterprises. At the same time, Chinese capital enterprises operating overseas must work hard to strengthen their overseas soft communication capabilities.