摘要
随着"走出去"战略的全面实施,中国国家利益日渐突破传统地理界限而向全球拓展,海外利益逐渐成为中国国家利益结构中必不可少且日益重要的组成部分。为了保护海外利益并适应公共外交实践的新进展,中国在重视政府公共外交的同时,急需拓展涵盖政府、企业和社会的立体公共外交局面,尤其是拓展新兴的企业公共外交,以弥补政府公共外交的不足。培育和强化企业公共外交意识、塑造产品和品牌形象、承担企业社会责任和传播体现国家核心价值观的企业文化是企业实践企业公共外交的四个基本路径。鉴于中国企业对公共外交的参与才刚刚起步,中国企业公共外交必将大有可为。同时,企业的经济属性、跨国特质以及对自主权的追求决定了企业公共外交功能具有独特的双重性和局限性。作为中国公共外交缺失的一环,企业公共外交应该成为中国公共外交体系中必要的有机组成部分,以丰富国家形象的塑造渠道,开创中国公共外交新局面,促进中国的和平发展。
With the strategy of 'going out'fully implemented,China’s national interests have surpassed traditional geographical boundaries and extended to the global world. The overseas national interests gradually become an essential and important part of China’s national interests. To protect overseas national interests,China should not only take governmental public diplomacy seriously,but also need to carry out the burgeoning enterprise public diplomacy. As the direct participant and main carrier of globalization,the modern enterprise has the instinct need and functions of public diplomacy. There are at least three approaches for enterprises to practice public diplomacy, and the enterprise public diplomacy will definitely boom in the future. However,due to its economic attribute and transnational characteristics,the enterprise public diplomacy has both strength and weakness. As one missing link in China,it should become an organic part of China’s public diplomacy.
出处
《世界经济与政治》
CSSCI
北大核心
2012年第12期98-114,159,共17页
World Economics and Politics
基金
2012年度教育部人文社会科学研究青年基金"中国海外利益保护机制构建研究"项目(编号12YJCGJW006)部分成果
对外经济贸易大学学术创新团队项目(编号7500011108)资助
关键词
“走出去”战略
海外利益
公共外交
企业公共外交
the strategy of going out,overseas interests,public diplomacy,enterprise public diplomacy
