企业投融资话语叙事传播框架构建与分析

Construction and Analysis of a Dual Narrative Communication Framework of Corporate Investment and Financing Discourse

本研究以企业中英文投融资话语为研究对象,采用语料库量化分析方法,从中提炼出投融资叙事传播的核心要素,构建企业投融资话语叙事传播框架。研究发现,以瑞幸咖啡为案例的投融资话语包含两个叙事维度:企业品牌自我叙事和市场形象他者叙事。其“无限场景”的传播策略,围绕“咖啡”这个核心故事,将自我叙事和他者叙事有机融合,从品牌认知、身份认同、意识形态、文化价值观等方面在显性和隐性层面影响投资方和消费者,以达到精准传播、快速融资和上市的目的。本研究得出的启示是:管理者或研究者应关注投融资话语的显性和隐性双重叙事、自我叙事与他者叙事,企业传播应将自我叙事与他者叙事相结合,构建跨文化叙事的“主体间性”。

This study takes Chinese and English investment and financing discourse as the research object,extracts the core elements of investment and financing narrative communication,and constructs a dual narrative communication framework for corporate investment and financing discourse.It is found that the dual interactive narrative of investment and financing discourse in the case of Luckin Coffee contains two dimensions:the self-narrative of corporate brand and the other-narrative of market image.Its communication strategy of“Any Moment”,centering on the core story of“coffee”,or-ganically integrates self-narrative and other-narrative to influence investors and consumers in terms of brand perception,identity,ideology and cultural values,in order to achieve accurate communication,rapid financing and IPO.The insights from this study are that entrepreneurs or researchers should fo-cus on dual explicit and implicit narratives,self-narratives and other-narratives,and that corporate communications should combine self-narratives with other-narratives,and construct the“narrator in-terconnectivity”of cross-cultural narratives.