海外中资企业公共外交实践的路径、成效与问题的评析——以越南中资企业为例

A Critical Analysis of the Paths,Effects and Problems concerning the Public Diplomatic Practice of Overseas Chinese-funded Enterprises:The Case of Chinese-funded Enterprises in Vietnam

企业公共外交能力是衡量“走出去”的中资企业全球化水平的重要标准,但也是中资企业在提升跨国经营能力过程中所面临的“短板”。通过分析越南36家中资企业及其1025名越南员工的调研数据后发现,越南中资企业开展公共外交的水平尚处于初级阶段,存在对公共外交的认识不够深入,本土化经营程度不足、履行社会责任和企业对外传播效果欠佳等问题。越南中资企业亟待加深对公共外交的理解,找到企业经济行为与公共外交实践的最佳契合点,并学会借助新媒体丰富传播方式,强化传播效果,真正发挥中资企业在外维护国家利益、增强整体外交公信力、提升国家国际形象的重要作用。

The capability of the corporate public diplomacy is an important criterion for measuring the globalization level of overseas Chinese-funded enterprises,but it is also a“weakness”in the process of improving their transnational operation capability.After analyzing the survey data of 1,025 Vietnamese employees in 36 Chinese-funded enterprises in Vietnam,this paper concludes that the level of public diplomacy in these Chinese-funded enterprises is still in its infancy,and there are such problems as an insufficient understanding of public diplomacy,a dissatisfactory localized management,and a poor performance of social responsibility and communication to the outside world.It is urgently imperative for the Chinese-funded enterprises in Vietnam to deepen their understanding of public diplomacy,find the convergence point between their economic behavior and public diplomatic practice,and learn to enrich communication methods with the help of new media to strengthen the communication effects so as to truly play the important role of Chinese-funded enterprises in safeguarding our national interests abroad,enhancing the overall diplomatic credibility and improving the international image of China.