“走出去”企业传播中国文化的路径研究——基于华为在匈牙利的传播效果调查

On the Path of“Going Out”Enterprises to Spread Chinese Culture:Based on the Survey of Huawei's Communication Effect in Hungary

“走出去”企业是传播中国文化的重要载体,随着我国综合实力的提升,企业传播中国文化的效果愈加明显。通过开展华为在匈牙利的认知度调查,明确华为在匈牙利的知名度、名誉度和联想度。调查显示,华为在匈牙利对中国文化的传播做出了巨大贡献,展示了中国迅猛发展的科技;快速提高的经济生活水平;勇于创新、吃苦耐劳、努力拼搏、以和为贵、诚信友善、认真负责的精神品质和“人类命运共同体”理念。认知层面、心理态度层面和行为层面的深入讨论,为提出企业文化与中华文化、企业品牌形象与中国品牌形象、组织传播与新媒体传播、本土化战略与全球化战略的传播路径提供参考。

"Going out"enterprises is an important carrier for disseminating Chinese culture,and with the improvement of China's comprehensive strength,the effect of enterprises in spreading Chinese culture is becoming more and more obvious.Through the survey of Huawei's awareness in Hungary,Huawei's popularity,reputation,and association in Hungary were clarified.According to the survey,Huawei has made great contributions to the Hungarian dissemination of Chinese culture,demonstrating China's rapid development of science and technology.rapidly improving economic living standards;The spirit of innovation,hard-working,hard work,peace as precious,honesty and friendliness,serious and responsible and the concept of"community with a shared future for mankind".The in-depth discussion at the cognitive,psychological attitude and behavioral levels provides a basis for proposing the communication paths of corporate culture and Chinese culture,corporate brand image and Chinese brand image,organizational communication and new media communication,localization strategy and globalization strategy.