中国企业国际化的公共关系管理

在瞬息万变的国际经营环境中,企业国际化面临着诸多挑战.受欢迎程度不高、中方员工的友善行为不被理解、海外履行社会责任效果不明显等成为中国企业国际化过程中遇到的棘手问题.中国企业公共关系管理存在以下三大问题:海外的管理模式不利于文化融合;忽视除政府之外其他利益相关者的利益诉求;不善于与当地媒体交往、缺乏与公众的双向沟通.中国企业要想克服海外发展的“瓶颈”,就必须从利益相关者的角度着手,加强公共关系的研究并准确把握与利益相关方的相处原则,通过双向对等的沟通和交流,建立起亲善友好、负责任的良好形象.

Management of public relations by Chinese enterprises during internationalization

In a fast changing international business environment, enterprises face many challenges during their internationalization. Low popularity, a misunderstanding of Chinese staffs’ behavior, and an unremarkable effect in the fulfillment of overseas social responsibilities are among the greatest difficulties encountered by Chinese enterprises during their internationalization. The following are three major problems in Chinese enterprises’ public relations management: the overseas management mode works against cultural fusion; enterprises disregard the interests of stakeholders other than the government and are not expert in communicating with the local media; enterprises conduct limited communication with the public. To overcome the "bottlenecks" in their overseas development, Chinese enterprises must strengthen their study of public relations from the perspective of stakeholders and accurately identify the principle to get along with the shareholders, so as to create a friendly and responsible image during reciprocal communication and exchange.