摘要
在全球化不断发展和深化的背景下,中华文化“走出去”的需求日益凸显,中国跨国公司在此过程中扮演的角色越来越重要。跨国公司不但是资源优化配置的微观组织者,而且是国际公共外交和文化传播的重要参与者。跨国公司的首要动机是实现企业微观经营战略目标,与此同时也在有意或无意传播着商业文化和母国文化。随着中国跨国公司国际竞争力不断增强,其跨国经营的范围不断扩大、国际化程度不断加深,需要承担的社会责任也随之增加。对外传播中华文化不但是中国跨国公司需要承担的社会责任,也是中国跨国公司提升国际竞争力的重要手段。在中国跨国公司快速成长过程中,因为其身份认同和文化认同的需求,从而对外传播中华文化和国家形象。中华文化塑造中国企业独特的内涵,形成不可复制的特色优势,通过文化传播能够节约成本、提高效率和降低风险。中国跨国公司可以通过内部经营管理、产品和服务出口、参与政府和社会的文化活动等多种方式对外传播中华文化。当前中国大部分跨国公司正在发展壮大,整体上还存在文化传播意愿有待增强、文化传播能力有待提高、文化传播内容需要创新等问题。因此,需要从跨国公司的角度为中华文化“走出去”战略提供一个具体可操作性的机制分析框架,阐述跨国公司与中华文化两者内在关系和产生的相互促进效应,即跨国公司在追求经济利益的过程中促进中华文化对外传播,中华传统文化增强跨国公司国际竞争力。结合理论与实际情况,为中华文化“走出去”提供相应的对策建议:(1)中国跨国公司需要强化文化传播意识,积极对外传播中华文化,增进国际社会对中华文化的了解和认同。(2)提高文化产业创新能力,特别是文化产品和文化服务的创意性和感染力,增强国际社会价值引导力。(3)拓展�
In the context of the continuous development and deepening of globalization, the need for Chinese culture to “go global” has become increasingly prominent, and Chinese multinational companies(MNCs) are playing an increasingly important role in this process. Multinational corporations are not only micro-organizers of optimal resource allocation, but also important participants in international public diplomacy and cultural communication. The primary motive of multinational corporations is to achieve their micro business strategic goals, meanwhile, they are also spreading their business culture and home country culture intentionally or unintentionally. As the international competitiveness of Chinese MNCs continues to grow, the scope of their multinational operations continues to expand and their internationalization deepens,and the social responsibilities they need to take on also increase. Spreading Chinese culture abroad is not only a social responsibility that Chinese MNCs need to undertake, but also an important means for Chinese MNCs to enhance their international competitiveness. During the rapid growth of Chinese MNCs, they need to disseminate Chinese culture and national image to the outside world because of their identity and cultural identity. Chinese culture shapes the unique connotation of Chinese enterprises and forms an inimitable characteristic advantage, which can save costs, improve efficiency and reduce risks through cultural communication. Chinese MNCs can spread Chinese culture to the outside world through internal management,export of products and services, and participation in cultural activities of the government and society. At present, most Chinese multinational companies are developing and growing, and on the whole, there are still problems such as willingness to enhance cultural communication, ability to improve cultural communication,and the need for innovation in cultural communication content. Therefore, it is necessary to provide a concrete and operable mechanism analysis framewor
作者
赵平
李雅娜
ZHAO Ping;LI Ya’na(School of Big Data Application and Economics,Guizhou University of Finance and Economics,Guiyang 550024,China)
出处
《四川轻化工大学学报（社会科学版）》
2022年第1期49-65,共17页
Journal of Sichuan University of Science & Engineering：Social Sciences Edition
基金
国家社会科学基金项目(17XGJ005)。
关键词
跨国公司
中华文化传播
文化传播机制
商业利益
社会责任
Chinese cultural communication
cultural communication mechanism
commercial interest
social responsibility
