张艳+商建辉

摘要：针对“一带一路”战略发展建设带动中国民营企业对外投资的快速增长，引发民营企业在转型升级、投融资等方面出现的困难，对民营企业海外传播的重要作用、遭遇的瓶颈进行实证研究。研究认为，民营企业在海外传播时存在对海外市场的政策法规、消费习惯与合作渠道等信息匮乏，抵抗政治风险、社会风险、经济风险的意识和能力欠缺，中国企业的品牌形象塑造能力有待提高等一系列問题。研究结果表明，政府应主动发挥导向作用，为民营企业提供海外传播的政策支持，并着力打造公共服务平台，建立海外投资相关的数据库；各种智库应发挥信息服务职能，为民营企业海外投资提供具有指引性、专业化的行业信息；整合国有企业和民营企业的优势资源，对接国内供需产业链，促进企业间合作运营；政府、企业、媒体与智库应发挥联动效应，走市场化路径，帮助民营企业建立沟通交流的平台和资源整合的机制，推进民营企业“走出去”，带动中国“一带一路”战略的顺利实施。

关键词：“一带一路”战略；民营企业；海外传播；智库；对外投资；供需产业链

中图分类号：F276.5

文献标志码：A文章编号：16716248（2017）03011806

[GK-2！-2]

Oversea communications strategy of private enterprise under the

background of “The Belt and Road”

ZHANG Yan， SHANG Jianhui

（School of Journalism and Communication， Hebei University， Baoding171002， Hebei）

Abstract： There are some problems in the transformation and upgrading， and investing and financing of private enterprise， which is triggered by the rapid growth of Chinese private enterprise oversea investment under the background of “The Belt and Road”. In view of these problem， this paper conducted an empirical study for the important role and bottleneck of private enterprise oversea communications. The results show that private enterprise has many problems in oversea communications， such as lacking the information of overseas market policies， regulations， consumption habits and cooperation channels， lacking the consciousness and ability to resist political risk， social risk， and economic risk， and lacking the ability to build brand image of enterprise. Government should play the role of guidance， provide political support for private enterprise oversea communications， forge public service platform， and build overseas investment database. Think tank should give full play to its role of information service， providing directive and professional industrial information for enterprise foreign investment. The advantageous resources of stateowned enterprise and private enterprise should be integrated to suit for domestic supplydemand industrial chain and promote the cooperation between enterprises. Government， enterprise， media， and think chain should develop linkage effect and choose marketbased path to help private enterprise build the platform for communication and the mechanism of resources integration， promoting private enterprise “going out” and the implementation of Chinese “The Belt and Road” strategy for oversea communications.

Key words： “The Belt and Road” strategy； private enterprise； oversea communications； think tank； foreign investment； supplydemand industrial chain

[GK-2！-2]

“一带一路”倡议提出至今已有3年时间，2013年中国提出“一带一路”合作倡议，到2014年底“一带一路”倡议完成战略规划并进入战略实施阶段，2015年“一带一路”路线图正式问世，相关会议不断召开，2016年“一带一路”建设进入深入实施和对接阶段，“一带一路”的内容更加具体，也更加强调实际行动、深耕細作与持久发展。……