基于“事实——价值”模型下中国企业对外形象建构研究——以华为为例

作者	曹羽
姓名汉语拼音	Cao Yu
学号	2018000012542
培养单位	兰州财经大学
电话	18294437324
电子邮件	250434491@qq.com
入学年份	2018-9
学位类别	专业硕士
培养级别	硕士研究生
一级学科名称	新闻与传播
学科代码	0552
第一导师姓名	张淑芳
第一导师姓名汉语拼音	Zhang Shufang
第一导师单位	兰州财经大学
第一导师职称	副教授
题名	基于“事实——价值”模型下中国企业对外形象建构研究——以华为为例
英文题名	Research on Construction of Chinese Enterprises External Image Based on "Fact-Value" Model -- Taking Huawei as an Example
关键词	事实——价值模型企业危机形象建构华为
外文关键词	Fact-Value Model ; Enterprise Crisis ; Image Construction ; Huawei
摘要	在经济全球化的背景下，中国企业走向世界，国际竞争力和影响力不断提升，在世界市场中角色由被动的承担者转化为主动的参与者，给中国企业对外形象建设也带来新的挑战。中国企业在海外发展的过程中，积极参与全球经济建设，致力于构造经济共同体、文化共同体，促进国家主体间的交流融合的同时也成为发生企业危机的诱因。本文以中国企业对外形象建构为研究对象，从传播学视角进行分析，分析企业结合“事实——价值”模型理论，提出其内在价值，并通过探讨企业危机与企业形象的关系，将模型企业形象建构这一课题结合，构建企业解决危机的具体路径。以华为“实体清单”和“孟晚舟事件”为案例，根据《央视新闻》手机客户端关于此事件的报道，对案例进行深入分析。《央视新闻》作为我国主流媒体，其发布的新闻具有一定价值，引导舆论的同时也能代表人民的意见与观点。在案例分析中利用情境式危机传播理论与“事实——价值”模型相结合，探讨华为在危机事件中的具体做法，旨在从危机管理视角出发，为提升中国企业在海外应对危机能力和形象塑造能力提供具有参考价值的可行性建议。最后通过案例分析提出中国企业对外形象建构的建议，首先要积极与国内外媒体的互动，利用媒体平台进行宣传，其次要积极履行社会责任，提高企业国际声誉，第三要重视企业危机管理，组建专业公关团队，第四要坚守行为准则，争取海外政府和民众支持，最后要强化科技创新和技术创新的能力，提高企业发展“硬实力”。
英文摘要	Under the background of economic globalization, Chinese enterprises are moving to the world, and the international competitiveness and influence are constantly improving, playing an increasingly important role in the international stage, and also bring new challenges to the construction of Chinese enterprises external image. Chinese enterprises actively participate in the global economic construction during the process of overseas development, and are committed to building economic community and cultural community, promoting the exchange and integration among national subjects, and also become the cause of enterprise crisis. This paper takes the construction of Chinese enterprises' external image as the research object, analyzes from the perspective of communication, analyzes the combination of "fact value" model theory of enterprises, puts forward its internal value, and through discussing the relationship between enterprise crisis and enterprise image, combines the topic of model enterprise image construction, and constructs the specific path for enterprises to solve the crisis. Taking Huawei's "entity list" and "Meng Wanzhou incident" as cases, this paper makes an in-depth analysis of the case according to the report of the mobile client of CCTV news on this incident.As the mainstream media in China, CCTV news releases news with certain value, which can guide public opinion and represent people's opinions. In the case study, this paper usesthe situational crisis communication theory and the "fact value" model to explore Huawei's specific practices in crisis events, aiming to provide feasible suggestions with reference value for improving Chinese enterprises' ability to cope with crisis and image building overseas from the perspective of crisis management. Finally, through the case analysis, the paper puts forward some suggestions on the construction of Chinese enterprises' external image. Firstly, we should actively interact with the domestic and foreign media and use the media platform for publicity. Secondly, we should actively fulfill our social responsibility and improve the international reputation of enterprises. Thirdly, we should attach importance to enterprise crisis management and establish a professional public relations team. Fourthly, we should adhere to the code of conduct and strive for the support of overseas governments and the public, Finally, we should strengthen the ability of scientific and technological innovation and improve the "hard power" of enterprise development.
学位类型	硕士
答辩日期	2021-05-21
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	51
参考文献总数	56
馆藏号	0003887
保密级别	公开
中图分类号	G21/59
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/29808
专题	商务传媒学院
推荐引用方式 GB/T 7714	曹羽. 基于“事实——价值”模型下中国企业对外形象建构研究——以华为为例[D]. 甘肃省兰州市. 兰州财经大学,2021.

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