Effectiveness And Strategies Of Chinese Enterprises’ International Communication

In 1979,the State Council of China put forward the policy called "going global to do business".That is the first time when the globalization of Chinese enterprise won support from the policy;then in 2001,thelOth Five-Year-Plan raised the strategy of going global,when the development of enterprises has been greatly improved.The report of the 18th Session of the Communist Party of China said "to fasten the pace to go abroad" and to foster a number of world-class multinational companies;the third Plenary Session of the 18th CPC Central Committee listed the strategy of going global as one of the important measures to build a new system of open economy into the Decision of CPC Central Committee on Comprehensively Deepening Reform of A Number of Major Issues.This gives strategic guidance to the growth of the Chinese enterprises.2014 witnessed a milestone of the internationalization of Chinese enterprises,that for the first time,the amount of China’s foreign direct investment overtook that of foreign investment in China.At present,China is still on the way of internationalization.The capacity of Chinese enterprises for international communication still needs improvements.The global opinions as well as the foreign public haven’t recognized our national enterprises and have little faith in them.The Report on the Overseas Image of China’s enterprises,published in 2014 by China International Publishing Group,showed,that the overseas respondees held a poor impression on China’s enterprises generally,who ranks the last fifth globally.It is urgent to enhance the ability of international communication for Chinese enterprises.Therefore,we need to evaluate the specific international communication practices of Chinese enterprises at present.Then according to the responses from the opinion and the market,the specific strategies and suggestions will be given based on the comparative analysis.This research will analyze the effectiveness of Huawei’s communication in the U.S.market since 2011 to 2016,based on the content analysis,data analysis of the sample texts from Huawei publications as well as the reports of the New York Times and the Wall Street Journal results.The study will analyze the sample texts from the two groups-Huawei and U.S.media-by the RepTrak system,with the comparison in the seven dimensions,including Performance,Product/Service;Innovation,Workplace,Citizenship,Governance and Leadership,together with 23 sub-indexes attached.Suggestions for the Chinese enterprises in the global market will be raised accordingly and with the hand of the interview results.In this case gives an example of the effectiveness study of Chinese enterprises’international communication.After the comparative analysis of the two groups of texts,the research finds that Huawei’s corporate communication in the United States took effect in general.However,the hard power of the company,such as the Performance and Product/Service usually had more effective communication results.Based on the study of Huawei’s communication process,a discussion is on its characteristic is attached,together with actual suggestions,such as establishing a comprehensive and strategic strategy,being a good storyteller and cultivating the media to break stereotypes and strengthening the product quality.