Research On The Cultural Risk Response Of Chinese Companies "going Out" From The Perspective Of Public Diplomacy

With the in-depth development of globalization and the promotion of Chinese companies' "going global" strategy,Chinese companies are increasingly conducting transnational business activities and participating in international competition,inevitably facing cultural risk issues.This risk is rooted in cultural differences in transnational contexts.The awareness,attitude,knowledge,and strategic skills of enterprises to deal with cultural differences in production and operations and in their interactions with local communities determine their ability and results to deal with risks.This research first analyzes the public diplomacy pathways of multinational corporations to cope with cultural risks.Regarding multinational corporations as public diplomacy actors,coping with cultural risks through public diplomacy pathways is an emerging research perspective.According to the Theory of Soft Power,Public Relations Theory,New Diplomacy Theory,Strategic Management Theory,and Identity Negotiation Theory,multinational enterprises can use public diplomacy to obtain public resources,establish cultural communication channels,form unique advantages,and shape a good corporate image and national image.Based on this,this study analyzes the cultural risk issues and causes faced by Chinese companies going-global.It believes that Chinese companies have a late start in transnational operations and their risk awareness is weak.Cultural differences after going abroad have brought many problems for Chinese companies in daily management and communication.Increasingly fierce competition in the international market,the deliberately external public opinion environment of "China Rise",and the poor communication,lack of professional talents,inability to integrate into local society,have further increased the difficulty to manage cultural risks for Chinese companies.This study proposes that Chinese companies urgently need to explore public diplomacy pathways for cultural risk response.Starting from strengthening corporate public diplomacy awareness and improving public diplomacy capabilities,building a corporate "Ministry of Foreign Affairs" and social network of stakeholders,and undertaking corporate social responsibility.Only by establishing good public relations and corporate image can we finally win international market competition to realize our own economic interests and better protect China's overseas interests.