文章(zhang)來源：《國資報告》雜志 發布(bu)時間(jian)：2020-04-12
近(jin)年來，在以習(xi)近(jin)平同(tong)志為(wei)核心的(de)(de)黨中(zhong)(zhong)(zhong)(zhong)央堅強(qiang)領導下，中(zhong)(zhong)(zhong)(zhong)國東(dong)方(fang)電氣集(ji)團有限(xian)公司(si)（下稱“東(dong)方(fang)電氣”）深(shen)入學習(xi)貫徹習(xi)近(jin)平新時代中(zhong)(zhong)(zhong)(zhong)國特色(se)社會主義外(wai)交思(si)想，緊緊圍繞服務國家總體外(wai)交戰(zhan)略和東(dong)方(fang)電氣改革發展工作，持續(xu)加強(qiang)傳(chuan)播能(neng)(neng)力(li)建設，對外(wai)講(jiang)好裝備制造的(de)(de)中(zhong)(zhong)(zhong)(zhong)國故事(shi)，為(wei)“中(zhong)(zhong)(zhong)(zhong)國裝備、裝備世界”，持續(xu)提升(sheng)我(wo)國的(de)(de)國際影響力(li)做出了積極貢獻(xian)。在中(zhong)(zhong)(zhong)(zhong)非論壇上，東(dong)方(fang)電氣簽署(shu)了埃及漢納維6×1100MW潔(jie)凈煤燃(ran)燒項目總承包合(he)同(tong)，這是(shi)非洲最大的(de)(de)清潔(jie)燃(ran)煤電站項目，是(shi)我(wo)們講(jiang)好中(zhong)(zhong)(zhong)(zhong)國故事(shi)，攜手推動全(quan)球(qiu)能(neng)(neng)源合(he)作的(de)(de)生動體現(xian)。
走出去、講出去、走進去
一是積(ji)極“走(zou)出去”，讓產(chan)(chan)品(pin)(pin)(pin)和(he)(he)(he)(he)項(xiang)(xiang)目(mu)“講好中(zhong)(zhong)(zhong)國(guo)故(gu)事”。開拓(tuo)“一帶一路(lu)”沿(yan)線(xian)市(shi)場(chang)，增強中(zhong)(zhong)(zhong)國(guo)產(chan)(chan)品(pin)(pin)(pin)和(he)(he)(he)(he)技(ji)術的市(shi)場(chang)影(ying)響力(li)(li)(li)(li)。我們(men)與中(zhong)(zhong)(zhong)國(guo)金融機構、信保(bao)機構、電(dian)(dian)(dian)(dian)(dian)(dian)力(li)(li)(li)(li)開發(fa)(fa)商(shang)和(he)(he)(he)(he)工程承(cheng)包企(qi)業(ye)(ye)的團(tuan)結協作，發(fa)(fa)揮中(zhong)(zhong)(zhong)國(guo)企(qi)業(ye)(ye)集體力(li)(li)(li)(li)量(liang)，執行了(le)印尼(ni)龍(long)灣火電(dian)(dian)(dian)(dian)(dian)(dian)EPC項(xiang)(xiang)目(mu)、越南沿(yan)海(hai)火電(dian)(dian)(dian)(dian)(dian)(dian)EPC項(xiang)(xiang)目(mu)等一系列重(zhong)大(da)項(xiang)(xiang)目(mu)，在(zai)“一帶一路(lu)”沿(yan)線(xian)市(shi)場(chang)產(chan)(chan)生(sheng)了(le)重(zhong)要的市(shi)場(chang)影(ying)響力(li)(li)(li)(li)。截至(zhi)目(mu)前，東(dong)(dong)(dong)方(fang)電(dian)(dian)(dian)(dian)(dian)(dian)氣已在(zai)國(guo)際市(shi)場(chang)承(cheng)建(jian)大(da)、中(zhong)(zhong)(zhong)、小型(xing)水電(dian)(dian)(dian)(dian)(dian)(dian)、火電(dian)(dian)(dian)(dian)(dian)(dian)、氣電(dian)(dian)(dian)(dian)(dian)(dian)、風(feng)電(dian)(dian)(dian)(dian)(dian)(dian)、太陽能(neng)(neng)等各(ge)類項(xiang)(xiang)目(mu)100多個，大(da)型(xing)裝備產(chan)(chan)品(pin)(pin)(pin)和(he)(he)(he)(he)服(fu)務(wu)(wu)(wu)出口近80個國(guo)家(jia)和(he)(he)(he)(he)地區，發(fa)(fa)電(dian)(dian)(dian)(dian)(dian)(dian)設(she)備出口超過8400萬千(qian)瓦，創(chuang)造了(le)中(zhong)(zhong)(zhong)國(guo)發(fa)(fa)電(dian)(dian)(dian)(dian)(dian)(dian)設(she)備出口史(shi)上多項(xiang)(xiang)第一，連續24年入選ENR全球(qiu)250家(jia)最大(da)國(guo)際承(cheng)包商(shang)之(zhi)列。積(ji)極參(can)與海(hai)外可(ke)再(zai)生(sheng)能(neng)(neng)源建(jian)設(she)，樹立(li)東(dong)(dong)(dong)方(fang)電(dian)(dian)(dian)(dian)(dian)(dian)氣綠(lv)(lv)色發(fa)(fa)展的品(pin)(pin)(pin)牌(pai)(pai)形象。先后(hou)(hou)裝備了(le)“非(fei)(fei)洲(zhou)三(san)峽”埃(ai)塞吉布3水電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)和(he)(he)(he)(he)世界(jie)最大(da)的貫流式(shi)電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)南美巴西杰瑞水電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)，已承(cheng)接海(hai)外可(ke)再(zai)生(sheng)能(neng)(neng)源項(xiang)(xiang)目(mu)超過20億美元，風(feng)電(dian)(dian)(dian)(dian)(dian)(dian)進(jin)入北(bei)歐、非(fei)(fei)洲(zhou)、俄羅(luo)斯等市(shi)場(chang)，光(guang)伏進(jin)入東(dong)(dong)(dong)南亞(ya)及非(fei)(fei)洲(zhou)市(shi)場(chang)，向(xiang)全世界(jie)傳遞出中(zhong)(zhong)(zhong)國(guo)企(qi)業(ye)(ye)致力(li)(li)(li)(li)于綠(lv)(lv)色發(fa)(fa)展的信心和(he)(he)(he)(he)決心。加強業(ye)(ye)務(wu)(wu)(wu)多元化發(fa)(fa)展，樹立(li)東(dong)(dong)(dong)方(fang)電(dian)(dian)(dian)(dian)(dian)(dian)氣綜合(he)能(neng)(neng)源服(fu)務(wu)(wu)(wu)解(jie)決方(fang)案供應商(shang)的品(pin)(pin)(pin)牌(pai)(pai)形象。在(zai)發(fa)(fa)電(dian)(dian)(dian)(dian)(dian)(dian)業(ye)(ye)務(wu)(wu)(wu)領域加強服(fu)務(wu)(wu)(wu)能(neng)(neng)力(li)(li)(li)(li)建(jian)設(she)，向(xiang)產(chan)(chan)業(ye)(ye)鏈上下(xia)游延伸，向(xiang)后(hou)(hou)期(qi)運(yun)行、維護、改(gai)造等電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)服(fu)務(wu)(wu)(wu)拓(tuo)展，以電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)4S服(fu)務(wu)(wu)(wu)模式(shi)為(wei)產(chan)(chan)品(pin)(pin)(pin)提供“全生(sheng)命周期(qi)”服(fu)務(wu)(wu)(wu)；以電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)業(ye)(ye)務(wu)(wu)(wu)為(wei)依托，積(ji)極發(fa)(fa)展非(fei)(fei)電(dian)(dian)(dian)(dian)(dian)(dian)業(ye)(ye)務(wu)(wu)(wu)，進(jin)入了(le)輸變電(dian)(dian)(dian)(dian)(dian)(dian)、柴油發(fa)(fa)電(dian)(dian)(dian)(dian)(dian)(dian)、城市(shi)固廢處理(li)及垃圾發(fa)(fa)電(dian)(dian)(dian)(dian)(dian)(dian)、水務(wu)(wu)(wu)處理(li)、軌道(dao)交通業(ye)(ye)務(wu)(wu)(wu)等領域，為(wei)客戶提供綜合(he)能(neng)(neng)源服(fu)務(wu)(wu)(wu)解(jie)決方(fang)案。
二是主(zhu)動(dong)“講(jiang)出去”，通過各種渠道(dao)“講(jiang)好中(zhong)(zhong)國(guo)(guo)(guo)(guo)故(gu)(gu)事(shi)”。策劃(hua)組織好外(wai)(wai)事(shi)活(huo)動(dong)。利用每(mei)年(nian)(nian)成(cheng)都舉辦(ban)“西博(bo)會(hui)(hui)”的(de)(de)(de)(de)契機(ji)，提前(qian)(qian)策劃(hua)，邀請(qing)外(wai)(wai)國(guo)(guo)(guo)(guo)政(zheng)要(yao)和(he)新聞媒體到東(dong)方電(dian)(dian)(dian)氣(qi)(qi)實(shi)地(di)訪問交流(liu)。近兩(liang)年(nian)(nian)策劃(hua)組織了(le)埃塞(sai)俄比(bi)亞聯邦(bang)民主(zhu)共和(he)國(guo)(guo)(guo)(guo)總理、贊比(bi)亞副總統(tong)、愛(ai)爾蘭眾(zhong)議長等(deng)(deng)多位外(wai)(wai)國(guo)(guo)(guo)(guo)政(zheng)要(yao)、使節以(yi)及GE、西門(men)子等(deng)(deng)世(shi)界500強高(gao)管到訪；邀請(qing)非洲27國(guo)(guo)(guo)(guo)主(zhu)流(liu)媒體記者團等(deng)(deng)10余個海(hai)外(wai)(wai)大型重(zhong)要(yao)媒體團組前(qian)(qian)來(lai)東(dong)方電(dian)(dian)(dian)氣(qi)(qi)采訪報(bao)道(dao)，展(zhan)示東(dong)方電(dian)(dian)(dian)氣(qi)(qi)的(de)(de)(de)(de)企業形(xing)象和(he)實(shi)力。頻頻亮(liang)相重(zhong)要(yao)高(gao)端國(guo)(guo)(guo)(guo)際(ji)盛會(hui)(hui)。積極參(can)加G20杭州峰(feng)(feng)會(hui)(hui)、2017年(nian)(nian)金磚國(guo)(guo)(guo)(guo)家峰(feng)(feng)會(hui)(hui)、“‘一帶一路’國(guo)(guo)(guo)(guo)際(ji)合作(zuo)高(gao)峰(feng)(feng)論壇(tan)”“中(zhong)(zhong)國(guo)(guo)(guo)(guo)-印度尼西亞能源論壇(tan)”“2018年(nian)(nian)中(zhong)(zhong)非論壇(tan)北京(jing)峰(feng)(feng)會(hui)(hui)”等(deng)(deng)重(zhong)要(yao)國(guo)(guo)(guo)(guo)際(ji)盛會(hui)(hui)，加強主(zhu)動(dong)宣(xuan)傳(chuan)，推進國(guo)(guo)(guo)(guo)際(ji)合作(zuo)。持續(xu)深化與(yu)海(hai)外(wai)(wai)國(guo)(guo)(guo)(guo)際(ji)巨(ju)頭的(de)(de)(de)(de)戰略合作(zuo)。對接美(mei)(mei)國(guo)(guo)(guo)(guo)GE公司、法(fa)(fa)國(guo)(guo)(guo)(guo)道(dao)達爾、法(fa)(fa)國(guo)(guo)(guo)(guo)電(dian)(dian)(dian)力、法(fa)(fa)馬(ma)通、三菱日立、美(mei)(mei)國(guo)(guo)(guo)(guo)SunPower、法(fa)(fa)國(guo)(guo)(guo)(guo)ENGIE、沙特ACWA、巴(ba)西可持續(xu)能源發(fa)展(zhan)公司等(deng)(deng)世(shi)界知名企業，持續(xu)開展(zhan)高(gao)層互訪，在技術(shu)研(yan)發(fa)、市(shi)場(chang)推廣、新產業合作(zuo)等(deng)(deng)方面達成(cheng)共識，持續(xu)提升東(dong)方電(dian)(dian)(dian)氣(qi)(qi)的(de)(de)(de)(de)國(guo)(guo)(guo)(guo)際(ji)競(jing)爭力和(he)品牌(pai)認知度。主(zhu)動(dong)傳(chuan)播品牌(pai)故(gu)(gu)事(shi)。精心編寫中(zhong)(zhong)英文(wen)版《東(dong)方電(dian)(dian)(dian)氣(qi)(qi)“一帶一路”故(gu)(gu)事(shi)》，得到了(le)社會(hui)(hui)各界的(de)(de)(de)(de)廣泛(fan)好評，其中(zhong)(zhong)兩(liang)篇(pian)故(gu)(gu)事(shi)入選新華社《“一帶一路”100個全球(qiu)故(gu)(gu)事(shi)》。近期，央視(shi)“遠方的(de)(de)(de)(de)家”欄目(mu)組更(geng)(geng)是以(yi)普通人(ren)的(de)(de)(de)(de)視(shi)角，講(jiang)述了(le)東(dong)方電(dian)(dian)(dian)氣(qi)(qi)人(ren)把中(zhong)(zhong)國(guo)(guo)(guo)(guo)先進的(de)(de)(de)(de)風電(dian)(dian)(dian)技術(shu)和(he)裝備(bei)帶到伏爾加河(he)畔(pan)，并(bing)和(he)當地(di)人(ren)結(jie)下深厚(hou)友(you)誼的(de)(de)(de)(de)故(gu)(gu)事(shi)，讓(rang)海(hai)內外(wai)(wai)對中(zhong)(zhong)國(guo)(guo)(guo)(guo)裝備(bei)和(he)中(zhong)(zhong)國(guo)(guo)(guo)(guo)企業有了(le)更(geng)(geng)直觀清晰的(de)(de)(de)(de)認識。
瑞典布萊肯三期風場采用東方電氣研制的風電機組，這也是中國風電首次出口北歐
三是堅持“走進去”，通(tong)過履行社(she)會責任(ren)“講(jiang)好(hao)中國故(gu)事”。在參與“一(yi)帶(dai)(dai)一(yi)路(lu)”建設(she)的(de)(de)同(tong)時(shi)，東方電(dian)(dian)(dian)氣(qi)扎實(shi)(shi)履行社(she)會責任(ren)，注(zhu)重文化(hua)融合，促進民(min)(min)(min)心相(xiang)通(tong)，在帶(dai)(dai)動(dong)當(dang)地(di)就(jiu)業(ye)、環(huan)境保護(hu)、社(she)區(qu)公益活動(dong)、民(min)(min)(min)生(sheng)工程建設(she)和教育(yu)文化(hua)交(jiao)流等方面發(fa)揮了(le)(le)積(ji)極(ji)作用。在承建老撾南芒(mang)河水(shui)電(dian)(dian)(dian)站項(xiang)目(mu)(mu)時(shi)，放養魚苗(miao)保護(hu)生(sheng)態，打井修路(lu)解決當(dang)地(di)旱季缺水(shui)問(wen)題，并為當(dang)地(di)民(min)(min)(min)眾免費(fei)提(ti)供(gong)醫療服務。在執行波黑斯坦納(na)瑞火電(dian)(dian)(dian)項(xiang)目(mu)(mu)時(shi)，帶(dai)(dai)動(dong)附近(jin)居民(min)(min)(min)開餐(can)館、開旅(lv)館、開咖啡店，極(ji)大地(di)拉(la)動(dong)了(le)(le)當(dang)地(di)就(jiu)業(ye)，提(ti)升了(le)(le)當(dang)地(di)城市化(hua)水(shui)平，減輕了(le)(le)內(nei)戰帶(dai)(dai)給當(dang)地(di)民(min)(min)(min)眾內(nei)心的(de)(de)創傷。在承建埃(ai)塞吉(ji)布(bu)3水(shui)電(dian)(dian)(dian)站項(xiang)目(mu)(mu)時(shi)，針(zhen)對(dui)當(dang)地(di)學校極(ji)其簡陋的(de)(de)現(xian)狀，專程從中國給孩子們(men)帶(dai)(dai)去書本、球拍和零食，同(tong)時(shi)帶(dai)(dai)動(dong)了(le)(le)當(dang)地(di)經濟發(fa)展，推動(dong)當(dang)地(di)民(min)(min)(min)眾實(shi)(shi)現(xian)了(le)(le)從“一(yi)日(ri)一(yi)餐(can)”到“一(yi)日(ri)三餐(can)”，切(qie)實(shi)(shi)解決民(min)(min)(min)生(sheng)問(wen)題。
當前企業海外傳播中存在的問題
一是(shi)站位不(bu)高，頂(ding)(ding)層設計不(bu)足。很多企業(ye)還(huan)(huan)沒有(you)深刻(ke)認識(shi)到在外國(guo)民(min)眾眼中(zhong)，走出(chu)國(guo)門(men)的(de)(de)(de)中(zhong)國(guo)企業(ye)就是(shi)“中(zhong)國(guo)故(gu)事(shi)(shi)”的(de)(de)(de)鮮活素材，沒有(you)深刻(ke)認識(shi)到中(zhong)國(guo)企業(ye)所(suo)生產(chan)(chan)的(de)(de)(de)產(chan)(chan)品(pin)和(he)提供的(de)(de)(de)服務是(shi)外國(guo)民(min)眾了解中(zhong)國(guo)的(de)(de)(de)重要窗(chuang)口，更沒有(you)站在維(wei)護國(guo)家形(xing)象的(de)(de)(de)高度(du)來思考企業(ye)的(de)(de)(de)生產(chan)(chan)經營。包括東方電氣在內的(de)(de)(de)諸多企業(ye)，還(huan)(huan)沒有(you)做(zuo)好加強(qiang)對外傳播(bo)、講好中(zhong)國(guo)故(gu)事(shi)(shi)的(de)(de)(de)頂(ding)(ding)層設計，對外傳播(bo)能(neng)力有(you)限，還(huan)(huan)局限在推廣產(chan)(chan)品(pin)和(he)拓展市場方面(mian)，整體形(xing)象和(he)品(pin)牌(pai)傳播(bo)不(bu)夠。
二是宣傳意味濃(nong)厚(hou)，傳播意識不(bu)夠。我(wo)國企業在(zai)海外(wai)形象展示中，還(huan)有濃(nong)厚(hou)的(de)傳統宣傳思想，偏重于(yu)聚焦國家戰略、重大議題(ti)或嚴肅(su)性議題(ti)，習慣于(yu)采用宏大敘事方式“打官(guan)腔”。未能(neng)適應(ying)西方人的(de)思維(wei)模(mo)式，忽視平等姿態的(de)交流，缺乏對普通(tong)人日(ri)常生(sheng)活的(de)關照，造成很多對外(wai)宣傳“不(bu)食人間(jian)煙火”，無法與(yu)國外(wai)公眾(zhong)形成共鳴，部分(fen)宣傳甚至造成文化沖突。
三是主要(yao)使用傳(chuan)(chuan)統媒(mei)體，未建(jian)立新媒(mei)體傳(chuan)(chuan)播(bo)陣地。對外傳(chuan)(chuan)播(bo)的(de)受眾早(zao)已習慣了以互聯(lian)網(wang)為載(zai)體的(de)互動式的(de)溝(gou)通方式，而(er)我國的(de)眾多(duo)企業依然在采取灌輸式的(de)宣傳(chuan)(chuan)方式，傳(chuan)(chuan)播(bo)載(zai)體匱乏，與(yu)國外媒(mei)體溝(gou)通合(he)作經(jing)驗不足，在臉書(shu)（Facebook）、領英（Linkedin）等互聯(lian)網(wang)平臺與(yu)目(mu)標受眾的(de)交(jiao)流極為貧乏，在不少外國民眾心(xin)目(mu)中(zhong)形成(cheng)了刻板保守的(de)印象。
四(si)是(shi)專業(ye)(ye)人(ren)才(cai)(cai)匱(kui)乏，缺少講故(gu)(gu)事的(de)(de)高(gao)手。因語言不(bu)同(tong)、文(wen)(wen)化差(cha)異而(er)造成的(de)(de)“文(wen)(wen)化折扣”是(shi)中國(guo)企(qi)(qi)業(ye)(ye)對外傳(chuan)播中出現“傳(chuan)而(er)不(bu)通(tong)(tong)、通(tong)(tong)而(er)無效(xiao)”尷尬局面的(de)(de)一個重要(yao)(yao)原因。在這(zhe)(zhe)個過程(cheng)中，需要(yao)(yao)理論(lun)功底深(shen)厚、深(shen)諳中外文(wen)(wen)化、熟悉企(qi)(qi)業(ye)(ye)經營、能夠通(tong)(tong)過講故(gu)(gu)事來抓住世界(jie)民眾的(de)(de)心的(de)(de)優(you)秀(xiu)國(guo)際新聞傳(chuan)播人(ren)才(cai)(cai)，由于歷史(shi)的(de)(de)原因，這(zhe)(zhe)恰(qia)恰(qia)是(shi)中國(guo)企(qi)(qi)業(ye)(ye)，特(te)別是(shi)我們裝(zhuang)備制造業(ye)(ye)的(de)(de)短板。
裝備制造企業如何講好中國故事
一是(shi)要(yao)樹(shu)立高(gao)度的(de)文(wen)化自(zi)(zi)信(xin)。講好中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)故事，需要(yao)堅持道路自(zi)(zi)信(xin)、理論自(zi)(zi)信(xin)、制度自(zi)(zi)信(xin)，但最重(zhong)要(yao)的(de)是(shi)，要(yao)有高(gao)度的(de)文(wen)化自(zi)(zi)信(xin)，弘揚中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)優秀文(wen)化中(zhong)(zhong)(zhong)(zhong)精、氣(qi)、神。中(zhong)(zhong)(zhong)(zhong)央企業在帶動中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)制造、中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)技術“走出(chu)去(qu)(qu)”的(de)過程中(zhong)(zhong)(zhong)(zhong)，更要(yao)注(zhu)重(zhong)帶動中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)故事、中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)理念、中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)文(wen)化“走出(chu)去(qu)(qu)”，要(yao)把中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)愿(yuan)同(tong)“一帶一路”沿線國(guo)(guo)家和地區共(gong)享(xiang)發展機遇、實現共(gong)同(tong)繁榮的(de)理念、決心和行動有效傳遞出(chu)去(qu)(qu)。
二是要(yao)(yao)(yao)遵(zun)循國際傳(chuan)播規律。要(yao)(yao)(yao)學會傾聽(ting)，理解受眾意圖(tu)，激(ji)發(fa)對(dui)方聽(ting)我講的(de)(de)興趣，然(ran)后才(cai)能(neng)(neng)(neng)有針對(dui)性地(di)講，更(geng)好地(di)與對(dui)方互(hu)動，不(bu)能(neng)(neng)(neng)急吼吼、氣鼓鼓地(di)講，而是要(yao)(yao)(yao)和(he)(he)風細雨地(di)講。要(yao)(yao)(yao)提(ti)高站位，超越中西(xi)方對(dui)抗的(de)(de)觀點，避免陷入中西(xi)二元對(dui)立及“老大、老二”陷阱(jing)，如(ru)試圖(tu)證明(ming)中國模(mo)式(shi)優于美國模(mo)式(shi)，只(zhi)能(neng)(neng)(neng)招致(zhi)更(geng)多(duo)攻擊(ji)和(he)(he)反感，或只(zhi)盯強(qiang)者(zhe)，老是想著迎(ying)頭反擊(ji)，往(wang)往(wang)圖(tu)一(yi)時之(zhi)快，卻(que)得罪了(le)周邊(bian)，嚇怕了(le)弱(ruo)者(zhe)，正中不(bu)懷好意者(zhe)下(xia)懷。企業要(yao)(yao)(yao)講好“一(yi)帶(dai)一(yi)路(lu)(lu)”故事，要(yao)(yao)(yao)聽(ting)聽(ting)沿線(xian)國家的(de)(de)需要(yao)(yao)(yao)、期待(dai)(dai)，然(ran)后深入研究如(ru)何滿足這些需要(yao)(yao)(yao)、期待(dai)(dai)，用(yong)自己(ji)的(de)(de)實際產(chan)品(pin)和(he)(he)服務表明(ming)“一(yi)帶(dai)一(yi)路(lu)(lu)”倡議是時代發(fa)展(zhan)的(de)(de)必(bi)然(ran)，是世(shi)界(jie)所(suo)期待(dai)(dai)。同時，要(yao)(yao)(yao)著重強(qiang)調“一(yi)帶(dai)一(yi)路(lu)(lu)”作(zuo)為合作(zuo)倡議所(suo)提(ti)供(gong)的(de)(de)國際公共產(chan)品(pin)對(dui)世(shi)界(jie)的(de)(de)貢獻(xian)，例如(ru)光印度(du)就有2億多(duo)人至(zhi)今(jin)還沒(mei)用(yong)上電，廣袤的(de)(de)非洲基礎(chu)設施極其薄(bo)弱(ruo)，而“一(yi)帶(dai)一(yi)路(lu)(lu)”推動的(de)(de)互(hu)聯互(hu)通，就能(neng)(neng)(neng)幫(bang)助解決(jue)這一(yi)現實問題。
三是(shi)要著重體現(xian)時(shi)(shi)(shi)代(dai)主題(ti)(ti)。講(jiang)好中(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)故(gu)事，除了(le)要傳播現(xian)實存在(zai)的(de)(de)(de)(de)中(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)企(qi)(qi)(qi)業(ye)的(de)(de)(de)(de)經營(ying)狀態外，還需(xu)要用歷(li)史(shi)的(de)(de)(de)(de)眼(yan)光(guang)講(jiang)述中(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)企(qi)(qi)(qi)業(ye)，特(te)別是(shi)要講(jiang)述國(guo)有企(qi)(qi)(qi)業(ye)如何通(tong)過創新驅(qu)動(dong)(dong)、深化改革做(zuo)強(qiang)做(zuo)優做(zuo)大(da)的(de)(de)(de)(de)歷(li)史(shi)，突(tu)出時(shi)(shi)(shi)代(dai)主題(ti)(ti)。2014年6月5日，習近平主席在(zai)中(zhong)(zhong)(zhong)(zhong)(zhong)阿(a)合作(zuo)論(lun)壇(tan)第六屆部長級會議(yi)開(kai)幕式講(jiang)話中(zhong)(zhong)(zhong)(zhong)(zhong)，講(jiang)了(le)一(yi)個(ge)(ge)約旦商人(ren)(ren)(ren)穆罕(han)奈德(de)與中(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)姑娘喜結(jie)連理(li)并在(zai)中(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)安(an)家創業(ye)的(de)(de)(de)(de)故(gu)事。浙江電視臺(tai)國(guo)際(ji)頻道根據這(zhe)個(ge)(ge)故(gu)事，制作(zuo)了(le)紀錄片《穆罕(han)奈德(de)的(de)(de)(de)(de)中(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)夢(meng)(meng)》，通(tong)過跟拍記錄他在(zai)國(guo)際(ji)商貿城市義烏的(de)(de)(de)(de)創業(ye)歷(li)程(cheng)和(he)情感經歷(li)，生(sheng)動(dong)(dong)反映(ying)了(le)一(yi)個(ge)(ge)普(pu)通(tong)阿(a)拉(la)伯青年如何把自己(ji)的(de)(de)(de)(de)人(ren)(ren)(ren)生(sheng)夢(meng)(meng)想(xiang)(xiang)融入中(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)人(ren)(ren)(ren)民(min)(min)追求(qiu)幸福的(de)(de)(de)(de)夢(meng)(meng)想(xiang)(xiang)中(zhong)(zhong)(zhong)(zhong)(zhong)。片中(zhong)(zhong)(zhong)(zhong)(zhong)不(bu)但出現(xian)了(le)繁(fan)華的(de)(de)(de)(de)都(dou)市，也出現(xian)了(le)普(pu)通(tong)城鎮的(de)(de)(de)(de)溝(gou)溝(gou)壑(he)壑(he)，不(bu)但提到(dao)了(le)阿(a)拉(la)伯人(ren)(ren)(ren)的(de)(de)(de)(de)日常起居規則，也說明了(le)中(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)人(ren)(ren)(ren)的(de)(de)(de)(de)家庭倫(lun)理(li)道德(de)。這(zhe)個(ge)(ge)故(gu)事以普(pu)通(tong)小人(ren)(ren)(ren)物的(de)(de)(de)(de)故(gu)事為切入點(dian)，折射出了(le)“中(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)夢(meng)(meng)”“世界夢(meng)(meng)”等宏大(da)時(shi)(shi)(shi)代(dai)主題(ti)(ti)，契合“一(yi)帶一(yi)路”倡議(yi)的(de)(de)(de)(de)新時(shi)(shi)(shi)代(dai)背景。中(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)企(qi)(qi)(qi)業(ye)在(zai)外開(kai)展業(ye)務(wu)的(de)(de)(de)(de)過程(cheng)，要有意識地把自己(ji)的(de)(de)(de)(de)業(ye)務(wu)融入到(dao)大(da)的(de)(de)(de)(de)時(shi)(shi)(shi)代(dai)背景中(zhong)(zhong)(zhong)(zhong)(zhong)，融入到(dao)外國(guo)民(min)(min)眾的(de)(de)(de)(de)普(pu)通(tong)生(sheng)活中(zhong)(zhong)(zhong)(zhong)(zhong)去。
四是(shi)要創(chuang)新(xin)傳(chuan)(chuan)(chuan)播(bo)(bo)方(fang)(fang)式(shi)(shi)方(fang)(fang)法(fa)。講好自己的(de)(de)故事，首先要打造自己的(de)(de)品牌，不斷提(ti)升(sheng)自身產品和服務(wu)的(de)(de)質量，以企業(ye)魅(mei)力(li)折(zhe)(zhe)射(she)中國(guo)魅(mei)力(li)，以產品質量折(zhe)(zhe)射(she)中國(guo)質量，以“中國(guo)夢(meng)”折(zhe)(zhe)射(she)“世界(jie)夢(meng)”。要在(zai)表(biao)達中體(ti)現互(hu)聯(lian)(lian)網(wang)思(si)維(wei)，要與(yu)國(guo)內外媒體(ti)加強(qiang)合作，創(chuang)新(xin)傳(chuan)(chuan)(chuan)播(bo)(bo)渠(qu)道(dao)和方(fang)(fang)式(shi)(shi)，發(fa)現并鼓勵利用互(hu)聯(lian)(lian)網(wang)思(si)維(wei)提(ti)升(sheng)企業(ye)影響力(li)的(de)(de)創(chuang)新(xin)之(zhi)舉，打造融通中外的(de)(de)新(xin)概念(nian)新(xin)范(fan)疇新(xin)表(biao)述。要尊重(zhong)不同的(de)(de)宗教信仰，在(zai)宣(xuan)傳(chuan)(chuan)(chuan)自身形(xing)象的(de)(de)過程中，一(yi)定要認(ren)識到跨(kua)文(wen)化傳(chuan)(chuan)(chuan)播(bo)(bo)的(de)(de)復雜(za)性，注(zhu)重(zhong)不同習俗和不同規范(fan)。要摒棄傳(chuan)(chuan)(chuan)統(tong)的(de)(de)宣(xuan)傳(chuan)(chuan)(chuan)方(fang)(fang)式(shi)(shi)，變宣(xuan)傳(chuan)(chuan)(chuan)為傳(chuan)(chuan)(chuan)播(bo)(bo)，用西方(fang)(fang)思(si)維(wei)策劃傳(chuan)(chuan)(chuan)播(bo)(bo)的(de)(de)方(fang)(fang)式(shi)(shi)方(fang)(fang)法(fa)，使得中國(guo)好形(xing)象、企業(ye)好故事和外國(guo)受眾形(xing)成(cheng)強(qiang)烈的(de)(de)共鳴。要高(gao)度(du)重(zhong)視國(guo)際傳(chuan)(chuan)(chuan)播(bo)(bo)人(ren)才(cai)培(pei)養，從源頭介入，政府(fu)、企業(ye)、智庫等(deng)國(guo)際傳(chuan)(chuan)(chuan)播(bo)(bo)主體(ti)機構(gou)要協同發(fa)力(li)，打造一(yi)支高(gao)素質的(de)(de)國(guo)際傳(chuan)(chuan)(chuan)播(bo)(bo)人(ren)才(cai)隊伍。
東方電(dian)氣作為中(zhong)國走(zou)向世(shi)界的(de)裝備制造排頭(tou)兵企業，將更加積極投(tou)身“一(yi)帶一(yi)路”建設、投(tou)身人類命運共同體建設，并(bing)通過我們持之(zhi)以(yi)恒的(de)努力，把中(zhong)國故事(shi)講得越(yue)來越(yue)精彩(cai)，讓中(zhong)國聲(sheng)音傳播得越(yue)來越(yue)響亮！(中(zhong)國東方電(dian)氣集團有限(xian)公司黨組書記、董事(shi)長 鄒(zou)磊)