文章來源(yuan)：《國資報告》雜志 發布時(shi)間：2020-04-12
近(jin)年來，在以習近(jin)平(ping)同(tong)志為(wei)核(he)心的黨中(zhong)央堅強領導下(xia)，中(zhong)國東方(fang)電(dian)氣(qi)集團(tuan)有限公司（下(xia)稱“東方(fang)電(dian)氣(qi)”）深(shen)入(ru)學習貫(guan)徹習近(jin)平(ping)新時代(dai)中(zhong)國特色(se)社(she)會主義外(wai)交思(si)想，緊(jin)緊(jin)圍繞(rao)服務國家總體(ti)外(wai)交戰略和東方(fang)電(dian)氣(qi)改革發展工(gong)作，持(chi)續加強傳播能力建設，對外(wai)講好裝備制造的中(zhong)國故(gu)事，為(wei)“中(zhong)國裝備、裝備世界”，持(chi)續提升(sheng)我(wo)(wo)國的國際影(ying)響(xiang)力做出了(le)積極貢獻。在中(zhong)非論壇上，東方(fang)電(dian)氣(qi)簽署了(le)埃及漢(han)納維6×1100MW潔凈煤燃燒項目(mu)總承包(bao)合同(tong)，這是非洲最大的清潔燃煤電(dian)站項目(mu)，是我(wo)(wo)們講好中(zhong)國故(gu)事，攜手推動(dong)全(quan)球能源合作的生動(dong)體(ti)現(xian)。
走出去、講出去、走進去
一(yi)是積極(ji)“走出去”，讓產(chan)品(pin)和(he)項(xiang)(xiang)目“講好中(zhong)(zhong)(zhong)(zhong)國(guo)故事”。開(kai)拓(tuo)“一(yi)帶(dai)一(yi)路”沿(yan)線市場(chang)(chang)，增強(qiang)中(zhong)(zhong)(zhong)(zhong)國(guo)產(chan)品(pin)和(he)技術的(de)市場(chang)(chang)影(ying)響(xiang)力(li)(li)。我們與(yu)中(zhong)(zhong)(zhong)(zhong)國(guo)金融(rong)機(ji)(ji)構、信(xin)保機(ji)(ji)構、電(dian)(dian)(dian)(dian)(dian)(dian)力(li)(li)開(kai)發(fa)商和(he)工(gong)程承包企業的(de)團結協作，發(fa)揮中(zhong)(zhong)(zhong)(zhong)國(guo)企業集體力(li)(li)量，執行了(le)印尼龍灣火電(dian)(dian)(dian)(dian)(dian)(dian)EPC項(xiang)(xiang)目、越南(nan)(nan)沿(yan)海(hai)火電(dian)(dian)(dian)(dian)(dian)(dian)EPC項(xiang)(xiang)目等一(yi)系列重(zhong)大項(xiang)(xiang)目，在“一(yi)帶(dai)一(yi)路”沿(yan)線市場(chang)(chang)產(chan)生了(le)重(zhong)要的(de)市場(chang)(chang)影(ying)響(xiang)力(li)(li)。截至目前，東(dong)方電(dian)(dian)(dian)(dian)(dian)(dian)氣(qi)已在國(guo)際(ji)市場(chang)(chang)承建大、中(zhong)(zhong)(zhong)(zhong)、小型水(shui)電(dian)(dian)(dian)(dian)(dian)(dian)、火電(dian)(dian)(dian)(dian)(dian)(dian)、氣(qi)電(dian)(dian)(dian)(dian)(dian)(dian)、風電(dian)(dian)(dian)(dian)(dian)(dian)、太陽(yang)能(neng)(neng)等各類項(xiang)(xiang)目100多個，大型裝(zhuang)備產(chan)品(pin)和(he)服(fu)務(wu)(wu)(wu)(wu)出口(kou)近80個國(guo)家和(he)地區，發(fa)電(dian)(dian)(dian)(dian)(dian)(dian)設備出口(kou)超過(guo)8400萬千瓦(wa)，創(chuang)造了(le)中(zhong)(zhong)(zhong)(zhong)國(guo)發(fa)電(dian)(dian)(dian)(dian)(dian)(dian)設備出口(kou)史上多項(xiang)(xiang)第一(yi)，連續24年(nian)入(ru)(ru)選ENR全球250家最大國(guo)際(ji)承包商之列。積極(ji)參與(yu)海(hai)外可(ke)再生能(neng)(neng)源(yuan)建設，樹立東(dong)方電(dian)(dian)(dian)(dian)(dian)(dian)氣(qi)綠色發(fa)展(zhan)的(de)品(pin)牌形(xing)(xing)象(xiang)。先后(hou)裝(zhuang)備了(le)“非(fei)洲(zhou)(zhou)(zhou)三峽”埃塞吉布(bu)3水(shui)電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)(zhan)和(he)世(shi)界最大的(de)貫流式(shi)(shi)電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)(zhan)南(nan)(nan)美巴西杰瑞水(shui)電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)(zhan)，已承接海(hai)外可(ke)再生能(neng)(neng)源(yuan)項(xiang)(xiang)目超過(guo)20億(yi)美元(yuan)，風電(dian)(dian)(dian)(dian)(dian)(dian)進入(ru)(ru)北歐、非(fei)洲(zhou)(zhou)(zhou)、俄羅斯(si)等市場(chang)(chang)，光伏(fu)進入(ru)(ru)東(dong)南(nan)(nan)亞及(ji)非(fei)洲(zhou)(zhou)(zhou)市場(chang)(chang)，向全世(shi)界傳(chuan)遞出中(zhong)(zhong)(zhong)(zhong)國(guo)企業致力(li)(li)于綠色發(fa)展(zhan)的(de)信(xin)心和(he)決(jue)心。加強(qiang)業務(wu)(wu)(wu)(wu)多元(yuan)化發(fa)展(zhan)，樹立東(dong)方電(dian)(dian)(dian)(dian)(dian)(dian)氣(qi)綜(zong)合能(neng)(neng)源(yuan)服(fu)務(wu)(wu)(wu)(wu)解決(jue)方案供(gong)應商的(de)品(pin)牌形(xing)(xing)象(xiang)。在發(fa)電(dian)(dian)(dian)(dian)(dian)(dian)業務(wu)(wu)(wu)(wu)領域加強(qiang)服(fu)務(wu)(wu)(wu)(wu)能(neng)(neng)力(li)(li)建設，向產(chan)業鏈上下游(you)延伸(shen)，向后(hou)期運行、維(wei)護、改造等電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)(zhan)服(fu)務(wu)(wu)(wu)(wu)拓(tuo)展(zhan)，以電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)(zhan)4S服(fu)務(wu)(wu)(wu)(wu)模(mo)式(shi)(shi)為產(chan)品(pin)提供(gong)“全生命周期”服(fu)務(wu)(wu)(wu)(wu)；以電(dian)(dian)(dian)(dian)(dian)(dian)站(zhan)(zhan)(zhan)(zhan)業務(wu)(wu)(wu)(wu)為依托(tuo)，積極(ji)發(fa)展(zhan)非(fei)電(dian)(dian)(dian)(dian)(dian)(dian)業務(wu)(wu)(wu)(wu)，進入(ru)(ru)了(le)輸變電(dian)(dian)(dian)(dian)(dian)(dian)、柴油發(fa)電(dian)(dian)(dian)(dian)(dian)(dian)、城市固廢處(chu)理(li)及(ji)垃圾(ji)發(fa)電(dian)(dian)(dian)(dian)(dian)(dian)、水(shui)務(wu)(wu)(wu)(wu)處(chu)理(li)、軌(gui)道交通業務(wu)(wu)(wu)(wu)等領域，為客戶(hu)提供(gong)綜(zong)合能(neng)(neng)源(yuan)服(fu)務(wu)(wu)(wu)(wu)解決(jue)方案。
二是主(zhu)動“講出去”，通(tong)(tong)過各種渠道(dao)(dao)“講好(hao)中(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)故(gu)(gu)(gu)事(shi)”。策(ce)劃組織(zhi)好(hao)外(wai)(wai)(wai)(wai)事(shi)活動。利用每(mei)年(nian)成都舉辦“西博會(hui)”的(de)(de)契機，提前(qian)策(ce)劃，邀請外(wai)(wai)(wai)(wai)國(guo)(guo)(guo)(guo)(guo)(guo)政要和(he)(he)新聞媒(mei)體到東(dong)方(fang)電(dian)(dian)氣實地(di)訪問交流。近(jin)兩(liang)年(nian)策(ce)劃組織(zhi)了(le)埃塞(sai)俄比(bi)亞(ya)聯邦民(min)主(zhu)共和(he)(he)國(guo)(guo)(guo)(guo)(guo)(guo)總理(li)、贊比(bi)亞(ya)副(fu)總統、愛(ai)爾蘭眾(zhong)議長等(deng)(deng)(deng)多位外(wai)(wai)(wai)(wai)國(guo)(guo)(guo)(guo)(guo)(guo)政要、使節以及GE、西門子等(deng)(deng)(deng)世(shi)界(jie)500強高(gao)(gao)管到訪；邀請非(fei)洲27國(guo)(guo)(guo)(guo)(guo)(guo)主(zhu)流媒(mei)體記(ji)者團(tuan)等(deng)(deng)(deng)10余個海外(wai)(wai)(wai)(wai)大型重要媒(mei)體團(tuan)組前(qian)來東(dong)方(fang)電(dian)(dian)氣采訪報道(dao)(dao)，展(zhan)示東(dong)方(fang)電(dian)(dian)氣的(de)(de)企業(ye)(ye)形象和(he)(he)實力(li)。頻(pin)(pin)頻(pin)(pin)亮相重要高(gao)(gao)端國(guo)(guo)(guo)(guo)(guo)(guo)際(ji)盛會(hui)。積(ji)極參(can)加(jia)(jia)G20杭(hang)州峰會(hui)、2017年(nian)金磚國(guo)(guo)(guo)(guo)(guo)(guo)家峰會(hui)、“‘一(yi)帶(dai)(dai)一(yi)路(lu)’國(guo)(guo)(guo)(guo)(guo)(guo)際(ji)合(he)作高(gao)(gao)峰論壇”“中(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)-印度尼西亞(ya)能源(yuan)(yuan)論壇”“2018年(nian)中(zhong)非(fei)論壇北京峰會(hui)”等(deng)(deng)(deng)重要國(guo)(guo)(guo)(guo)(guo)(guo)際(ji)盛會(hui)，加(jia)(jia)強主(zhu)動宣傳(chuan)，推(tui)進(jin)國(guo)(guo)(guo)(guo)(guo)(guo)際(ji)合(he)作。持續(xu)深(shen)化(hua)與(yu)海外(wai)(wai)(wai)(wai)國(guo)(guo)(guo)(guo)(guo)(guo)際(ji)巨(ju)頭的(de)(de)戰略合(he)作。對接美國(guo)(guo)(guo)(guo)(guo)(guo)GE公(gong)司、法(fa)(fa)國(guo)(guo)(guo)(guo)(guo)(guo)道(dao)(dao)達(da)爾、法(fa)(fa)國(guo)(guo)(guo)(guo)(guo)(guo)電(dian)(dian)力(li)、法(fa)(fa)馬(ma)通(tong)(tong)、三菱日立(li)、美國(guo)(guo)(guo)(guo)(guo)(guo)SunPower、法(fa)(fa)國(guo)(guo)(guo)(guo)(guo)(guo)ENGIE、沙特ACWA、巴西可持續(xu)能源(yuan)(yuan)發展(zhan)公(gong)司等(deng)(deng)(deng)世(shi)界(jie)知名企業(ye)(ye)，持續(xu)開(kai)展(zhan)高(gao)(gao)層互訪，在技術研(yan)發、市場推(tui)廣(guang)(guang)、新產(chan)業(ye)(ye)合(he)作等(deng)(deng)(deng)方(fang)面達(da)成共識，持續(xu)提升東(dong)方(fang)電(dian)(dian)氣的(de)(de)國(guo)(guo)(guo)(guo)(guo)(guo)際(ji)競爭(zheng)力(li)和(he)(he)品(pin)(pin)牌認知度。主(zhu)動傳(chuan)播品(pin)(pin)牌故(gu)(gu)(gu)事(shi)。精心編寫中(zhong)英文版(ban)《東(dong)方(fang)電(dian)(dian)氣“一(yi)帶(dai)(dai)一(yi)路(lu)”故(gu)(gu)(gu)事(shi)》，得到了(le)社會(hui)各界(jie)的(de)(de)廣(guang)(guang)泛好(hao)評，其中(zhong)兩(liang)篇故(gu)(gu)(gu)事(shi)入選新華社《“一(yi)帶(dai)(dai)一(yi)路(lu)”100個全(quan)球故(gu)(gu)(gu)事(shi)》。近(jin)期(qi)，央視“遠方(fang)的(de)(de)家”欄目組更是以普通(tong)(tong)人的(de)(de)視角，講述了(le)東(dong)方(fang)電(dian)(dian)氣人把中(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)先進(jin)的(de)(de)風電(dian)(dian)技術和(he)(he)裝備帶(dai)(dai)到伏爾加(jia)(jia)河畔(pan)，并和(he)(he)當(dang)地(di)人結下深(shen)厚友誼的(de)(de)故(gu)(gu)(gu)事(shi)，讓海內外(wai)(wai)(wai)(wai)對中(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)裝備和(he)(he)中(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)企業(ye)(ye)有了(le)更直觀清晰的(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(jian)持“走進(jin)去(qu)”，通(tong)(tong)過履(lv)行(xing)社(she)會(hui)責任(ren)“講(jiang)好中國故事”。在(zai)參與“一(yi)(yi)帶(dai)(dai)(dai)一(yi)(yi)路”建(jian)設的(de)同(tong)時，東方電(dian)(dian)(dian)氣扎實履(lv)行(xing)社(she)會(hui)責任(ren)，注重文化(hua)融合，促(cu)進(jin)民(min)(min)心(xin)相通(tong)(tong)，在(zai)帶(dai)(dai)(dai)動(dong)當(dang)地(di)(di)就(jiu)業、環境保(bao)護(hu)、社(she)區(qu)公益活(huo)動(dong)、民(min)(min)生(sheng)工程建(jian)設和教育文化(hua)交流等方面發揮了(le)(le)(le)積(ji)極作用。在(zai)承(cheng)建(jian)老撾南(nan)芒河水(shui)(shui)電(dian)(dian)(dian)站(zhan)項目時，放養(yang)魚苗(miao)保(bao)護(hu)生(sheng)態，打井修路解(jie)決(jue)(jue)當(dang)地(di)(di)旱季缺水(shui)(shui)問題，并為(wei)當(dang)地(di)(di)民(min)(min)眾(zhong)免費提供醫療服務。在(zai)執(zhi)行(xing)波黑斯(si)坦納瑞火(huo)電(dian)(dian)(dian)項目時，帶(dai)(dai)(dai)動(dong)附近居民(min)(min)開餐(can)(can)館、開旅館、開咖啡店，極大地(di)(di)拉動(dong)了(le)(le)(le)當(dang)地(di)(di)就(jiu)業，提升了(le)(le)(le)當(dang)地(di)(di)城市化(hua)水(shui)(shui)平，減(jian)輕了(le)(le)(le)內戰帶(dai)(dai)(dai)給當(dang)地(di)(di)民(min)(min)眾(zhong)內心(xin)的(de)創傷。在(zai)承(cheng)建(jian)埃(ai)塞吉布(bu)3水(shui)(shui)電(dian)(dian)(dian)站(zhan)項目時，針對當(dang)地(di)(di)學(xue)校極其簡(jian)陋的(de)現狀，專(zhuan)程從中國給孩子們帶(dai)(dai)(dai)去(qu)書本、球拍和零(ling)食，同(tong)時帶(dai)(dai)(dai)動(dong)了(le)(le)(le)當(dang)地(di)(di)經濟發展，推動(dong)當(dang)地(di)(di)民(min)(min)眾(zhong)實現了(le)(le)(le)從“一(yi)(yi)日(ri)一(yi)(yi)餐(can)(can)”到“一(yi)(yi)日(ri)三餐(can)(can)”，切實解(jie)決(jue)(jue)民(min)(min)生(sheng)問題。
當前企業海外傳播中存在的問題
一是站位不(bu)(bu)高，頂層設(she)計不(bu)(bu)足。很多企(qi)業(ye)還沒有深刻認識到(dao)在(zai)外(wai)國(guo)(guo)(guo)(guo)民(min)眾(zhong)眼中(zhong)(zhong)，走出國(guo)(guo)(guo)(guo)門的(de)(de)中(zhong)(zhong)國(guo)(guo)(guo)(guo)企(qi)業(ye)就是“中(zhong)(zhong)國(guo)(guo)(guo)(guo)故事(shi)”的(de)(de)鮮活素材，沒有深刻認識到(dao)中(zhong)(zhong)國(guo)(guo)(guo)(guo)企(qi)業(ye)所生(sheng)產(chan)的(de)(de)產(chan)品(pin)和提供的(de)(de)服務(wu)是外(wai)國(guo)(guo)(guo)(guo)民(min)眾(zhong)了解(jie)中(zhong)(zhong)國(guo)(guo)(guo)(guo)的(de)(de)重(zhong)要窗口(kou)，更沒有站在(zai)維護國(guo)(guo)(guo)(guo)家(jia)形象的(de)(de)高度來思考(kao)企(qi)業(ye)的(de)(de)生(sheng)產(chan)經營(ying)。包括東方電(dian)氣在(zai)內的(de)(de)諸多企(qi)業(ye)，還沒有做好加(jia)強對外(wai)傳(chuan)播、講(jiang)好中(zhong)(zhong)國(guo)(guo)(guo)(guo)故事(shi)的(de)(de)頂層設(she)計，對外(wai)傳(chuan)播能力有限，還局(ju)限在(zai)推廣產(chan)品(pin)和拓展市場方面，整體(ti)形象和品(pin)牌傳(chuan)播不(bu)(bu)夠(gou)。
二(er)是宣(xuan)傳意味濃(nong)厚(hou)，傳播意識不夠。我國企業在海外形象展示中，還有濃(nong)厚(hou)的(de)傳統宣(xuan)傳思想，偏重于聚(ju)焦國家戰略、重大議題(ti)或嚴(yan)肅性議題(ti)，習慣于采(cai)用宏大敘事(shi)方(fang)式“打官腔”。未能適應西方(fang)人(ren)的(de)思維(wei)模式，忽(hu)視平等(deng)姿態的(de)交流，缺(que)乏對普(pu)通人(ren)日常生(sheng)活的(de)關(guan)照(zhao)，造(zao)(zao)成很多對外宣(xuan)傳“不食人(ren)間煙(yan)火”，無(wu)法(fa)與國外公眾形成共(gong)鳴，部分(fen)宣(xuan)傳甚至(zhi)造(zao)(zao)成文(wen)化沖(chong)突。
三是主要使(shi)用傳統媒(mei)體(ti)，未(wei)建立新媒(mei)體(ti)傳播(bo)(bo)陣地。對外(wai)傳播(bo)(bo)的(de)(de)(de)受(shou)眾(zhong)早已習慣了以互聯網為載體(ti)的(de)(de)(de)互動式(shi)的(de)(de)(de)溝(gou)(gou)通方(fang)式(shi)，而(er)我國(guo)的(de)(de)(de)眾(zhong)多企業依然在(zai)采取灌輸式(shi)的(de)(de)(de)宣傳方(fang)式(shi)，傳播(bo)(bo)載體(ti)匱(kui)乏，與國(guo)外(wai)媒(mei)體(ti)溝(gou)(gou)通合作經驗不足，在(zai)臉書（Facebook）、領英（Linkedin）等(deng)互聯網平臺與目標受(shou)眾(zhong)的(de)(de)(de)交流極為貧乏，在(zai)不少(shao)外(wai)國(guo)民眾(zhong)心目中形成了刻板保守(shou)的(de)(de)(de)印(yin)象。
四是(shi)專業人才匱乏，缺少講故事的(de)高手。因語(yu)言不同、文化(hua)差異而造成的(de)“文化(hua)折扣”是(shi)中國(guo)(guo)企(qi)業對外傳播(bo)中出現“傳而不通(tong)、通(tong)而無(wu)效”尷尬局面(mian)的(de)一個重要原因。在(zai)這個過程中，需要理論功底深厚、深諳中外文化(hua)、熟悉企(qi)業經營(ying)、能夠通(tong)過講故事來抓住世(shi)界民眾的(de)心的(de)優(you)秀(xiu)國(guo)(guo)際新聞(wen)傳播(bo)人才，由于歷史的(de)原因，這恰(qia)(qia)恰(qia)(qia)是(shi)中國(guo)(guo)企(qi)業，特別是(shi)我們(men)裝(zhuang)備制造業的(de)短板。
裝備制造企業如何講好中國故事
一(yi)是(shi)要(yao)樹立高度的(de)文(wen)化自信。講好中(zhong)國(guo)故事，需(xu)要(yao)堅持道(dao)路自信、理論自信、制度自信，但最重(zhong)要(yao)的(de)是(shi)，要(yao)有(you)高度的(de)文(wen)化自信，弘(hong)揚(yang)中(zhong)國(guo)優秀(xiu)文(wen)化中(zhong)精、氣、神。中(zhong)央企業(ye)在帶動(dong)中(zhong)國(guo)制造、中(zhong)國(guo)技術(shu)“走(zou)出去(qu)”的(de)過(guo)程中(zhong)，更要(yao)注重(zhong)帶動(dong)中(zhong)國(guo)故事、中(zhong)國(guo)理念、中(zhong)國(guo)文(wen)化“走(zou)出去(qu)”，要(yao)把中(zhong)國(guo)愿同“一(yi)帶一(yi)路”沿線國(guo)家(jia)和地區共享發展機遇、實(shi)現共同繁(fan)榮的(de)理念、決心和行動(dong)有(you)效傳遞出去(qu)。
二(er)(er)是要遵循國(guo)(guo)際(ji)傳播規律。要學會傾聽(ting)，理解(jie)受(shou)眾意圖(tu)，激發對(dui)方(fang)(fang)聽(ting)我講(jiang)(jiang)的(de)(de)興(xing)趣，然后(hou)才能有針對(dui)性地講(jiang)(jiang)，更好(hao)地與(yu)對(dui)方(fang)(fang)互動，不能急吼吼、氣鼓(gu)鼓(gu)地講(jiang)(jiang)，而是要和(he)風(feng)細雨地講(jiang)(jiang)。要提高站位，超越(yue)中(zhong)西方(fang)(fang)對(dui)抗的(de)(de)觀點，避免陷入中(zhong)西二(er)(er)元對(dui)立及(ji)“老大、老二(er)(er)”陷阱，如(ru)試圖(tu)證明中(zhong)國(guo)(guo)模(mo)(mo)式(shi)優于美國(guo)(guo)模(mo)(mo)式(shi)，只(zhi)能招致更多攻擊和(he)反感，或只(zhi)盯(ding)強(qiang)者(zhe)(zhe)，老是想著迎(ying)頭反擊，往(wang)往(wang)圖(tu)一(yi)時(shi)之(zhi)快，卻(que)得罪(zui)了周邊(bian)，嚇怕了弱者(zhe)(zhe)，正中(zhong)不懷(huai)好(hao)意者(zhe)(zhe)下懷(huai)。企(qi)業要講(jiang)(jiang)好(hao)“一(yi)帶一(yi)路”故(gu)事，要聽(ting)聽(ting)沿線(xian)國(guo)(guo)家的(de)(de)需要、期待(dai)，然后(hou)深入研(yan)究(jiu)如(ru)何滿足這(zhe)些(xie)需要、期待(dai)，用(yong)自己的(de)(de)實際(ji)產品和(he)服(fu)務表明“一(yi)帶一(yi)路”倡議(yi)是時(shi)代發展(zhan)的(de)(de)必然，是世界所(suo)(suo)期待(dai)。同時(shi)，要著重強(qiang)調(diao)“一(yi)帶一(yi)路”作(zuo)為合作(zuo)倡議(yi)所(suo)(suo)提供的(de)(de)國(guo)(guo)際(ji)公共產品對(dui)世界的(de)(de)貢(gong)獻，例如(ru)光(guang)印度(du)就有2億(yi)多人至(zhi)今還(huan)沒用(yong)上(shang)電(dian)，廣袤(mao)的(de)(de)非洲基礎設施極(ji)其薄弱，而“一(yi)帶一(yi)路”推(tui)動的(de)(de)互聯互通，就能幫助解(jie)決這(zhe)一(yi)現實問題。
三(san)是(shi)要(yao)著(zhu)重體現(xian)時(shi)(shi)代(dai)主(zhu)(zhu)(zhu)題(ti)(ti)。講好中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)故(gu)(gu)事(shi)(shi)，除了(le)(le)要(yao)傳播現(xian)實存在(zai)(zai)(zai)(zai)的(de)(de)(de)(de)(de)中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)企業(ye)的(de)(de)(de)(de)(de)經營狀態(tai)外，還需要(yao)用歷(li)史的(de)(de)(de)(de)(de)眼光(guang)講述(shu)中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)企業(ye)，特別是(shi)要(yao)講述(shu)國(guo)(guo)有企業(ye)如何(he)通(tong)(tong)(tong)過(guo)創新驅動、深化改革(ge)做強做優做大的(de)(de)(de)(de)(de)歷(li)史，突出(chu)時(shi)(shi)代(dai)主(zhu)(zhu)(zhu)題(ti)(ti)。2014年(nian)6月5日，習(xi)近平主(zhu)(zhu)(zhu)席在(zai)(zai)(zai)(zai)中(zhong)(zhong)(zhong)(zhong)阿(a)(a)合作論壇第六屆部長級會議開(kai)幕式講話中(zhong)(zhong)(zhong)(zhong)，講了(le)(le)一(yi)個約旦商(shang)人(ren)(ren)穆罕(han)奈德與中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)姑娘(niang)喜(xi)結(jie)連理(li)并在(zai)(zai)(zai)(zai)中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)安家創業(ye)的(de)(de)(de)(de)(de)故(gu)(gu)事(shi)(shi)。浙江(jiang)電視臺國(guo)(guo)際(ji)頻(pin)道根據這個故(gu)(gu)事(shi)(shi)，制(zhi)作了(le)(le)紀錄片(pian)《穆罕(han)奈德的(de)(de)(de)(de)(de)中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)夢》，通(tong)(tong)(tong)過(guo)跟拍記錄他在(zai)(zai)(zai)(zai)國(guo)(guo)際(ji)商(shang)貿城(cheng)市義烏(wu)的(de)(de)(de)(de)(de)創業(ye)歷(li)程和(he)情(qing)感(gan)經歷(li)，生動反映了(le)(le)一(yi)個普(pu)通(tong)(tong)(tong)阿(a)(a)拉伯青年(nian)如何(he)把自(zi)己的(de)(de)(de)(de)(de)人(ren)(ren)生夢想融入中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)人(ren)(ren)民追求幸(xing)福的(de)(de)(de)(de)(de)夢想中(zhong)(zhong)(zhong)(zhong)。片(pian)中(zhong)(zhong)(zhong)(zhong)不但出(chu)現(xian)了(le)(le)繁(fan)華的(de)(de)(de)(de)(de)都(dou)市，也出(chu)現(xian)了(le)(le)普(pu)通(tong)(tong)(tong)城(cheng)鎮的(de)(de)(de)(de)(de)溝溝壑壑，不但提(ti)到了(le)(le)阿(a)(a)拉伯人(ren)(ren)的(de)(de)(de)(de)(de)日常起居規則，也說明(ming)了(le)(le)中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)人(ren)(ren)的(de)(de)(de)(de)(de)家庭倫理(li)道德。這個故(gu)(gu)事(shi)(shi)以普(pu)通(tong)(tong)(tong)小人(ren)(ren)物(wu)的(de)(de)(de)(de)(de)故(gu)(gu)事(shi)(shi)為切入點，折(zhe)射出(chu)了(le)(le)“中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)夢”“世界夢”等宏大時(shi)(shi)代(dai)主(zhu)(zhu)(zhu)題(ti)(ti)，契合“一(yi)帶一(yi)路”倡議的(de)(de)(de)(de)(de)新時(shi)(shi)代(dai)背景。中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)企業(ye)在(zai)(zai)(zai)(zai)外開(kai)展業(ye)務的(de)(de)(de)(de)(de)過(guo)程，要(yao)有意識(shi)地把自(zi)己的(de)(de)(de)(de)(de)業(ye)務融入到大的(de)(de)(de)(de)(de)時(shi)(shi)代(dai)背景中(zhong)(zhong)(zhong)(zhong)，融入到外國(guo)(guo)民眾的(de)(de)(de)(de)(de)普(pu)通(tong)(tong)(tong)生活(huo)中(zhong)(zhong)(zhong)(zhong)去。
四是要創(chuang)新傳(chuan)(chuan)(chuan)(chuan)播(bo)方(fang)(fang)式方(fang)(fang)法。講好(hao)(hao)自(zi)己(ji)的(de)(de)故(gu)事，首先要打(da)造自(zi)己(ji)的(de)(de)品(pin)牌，不(bu)斷提升自(zi)身(shen)產(chan)(chan)品(pin)和(he)服(fu)務(wu)的(de)(de)質(zhi)(zhi)量(liang)，以(yi)企業(ye)(ye)魅力(li)折射(she)(she)中(zhong)(zhong)國(guo)(guo)(guo)魅力(li)，以(yi)產(chan)(chan)品(pin)質(zhi)(zhi)量(liang)折射(she)(she)中(zhong)(zhong)國(guo)(guo)(guo)質(zhi)(zhi)量(liang)，以(yi)“中(zhong)(zhong)國(guo)(guo)(guo)夢”折射(she)(she)“世界(jie)夢”。要在表達中(zhong)(zhong)體現互聯網思(si)維，要與國(guo)(guo)(guo)內(nei)外媒體加(jia)強(qiang)合作，創(chuang)新傳(chuan)(chuan)(chuan)(chuan)播(bo)渠道和(he)方(fang)(fang)式，發(fa)現并鼓勵利用(yong)互聯網思(si)維提升企業(ye)(ye)影響力(li)的(de)(de)創(chuang)新之舉(ju)，打(da)造融通(tong)中(zhong)(zhong)外的(de)(de)新概念新范疇新表述。要尊(zun)重(zhong)不(bu)同(tong)的(de)(de)宗教(jiao)信仰，在宣傳(chuan)(chuan)(chuan)(chuan)自(zi)身(shen)形(xing)象的(de)(de)過(guo)程中(zhong)(zhong)，一定要認(ren)識到跨文化傳(chuan)(chuan)(chuan)(chuan)播(bo)的(de)(de)復雜性，注重(zhong)不(bu)同(tong)習俗和(he)不(bu)同(tong)規范。要摒棄傳(chuan)(chuan)(chuan)(chuan)統(tong)的(de)(de)宣傳(chuan)(chuan)(chuan)(chuan)方(fang)(fang)式，變宣傳(chuan)(chuan)(chuan)(chuan)為傳(chuan)(chuan)(chuan)(chuan)播(bo)，用(yong)西方(fang)(fang)思(si)維策(ce)劃傳(chuan)(chuan)(chuan)(chuan)播(bo)的(de)(de)方(fang)(fang)式方(fang)(fang)法，使得(de)中(zhong)(zhong)國(guo)(guo)(guo)好(hao)(hao)形(xing)象、企業(ye)(ye)好(hao)(hao)故(gu)事和(he)外國(guo)(guo)(guo)受眾形(xing)成強(qiang)烈的(de)(de)共鳴。要高(gao)度重(zhong)視國(guo)(guo)(guo)際傳(chuan)(chuan)(chuan)(chuan)播(bo)人才培養，從源頭介入，政府、企業(ye)(ye)、智庫等國(guo)(guo)(guo)際傳(chuan)(chuan)(chuan)(chuan)播(bo)主體機構要協(xie)同(tong)發(fa)力(li)，打(da)造一支(zhi)高(gao)素(su)質(zhi)(zhi)的(de)(de)國(guo)(guo)(guo)際傳(chuan)(chuan)(chuan)(chuan)播(bo)人才隊(dui)伍。
東(dong)方電氣(qi)作為中(zhong)國(guo)(guo)走向(xiang)世界(jie)的裝備制造排(pai)頭兵企(qi)業，將(jiang)更加積極投(tou)身“一(yi)帶一(yi)路”建設(she)、投(tou)身人類命運共同體建設(she)，并通過我們持之以恒的努力，把中(zhong)國(guo)(guo)故(gu)事講得越來越精(jing)彩(cai)，讓中(zhong)國(guo)(guo)聲音傳播得越來越響亮(liang)！(中(zhong)國(guo)(guo)東(dong)方電氣(qi)集(ji)團有限公司黨組(zu)書記(ji)、董事長 鄒磊)