2020年是中国企业海外形象构建史上颇为重要的一年。一方面，新冠肺炎疫情在全球肆虐给中国企业的国际化经营和形象建设带来了多重挑战；中美关系正面临建交以来最严峻的局面，各领域交流合作均受到干扰，中国企业发展遭受更大的国际压力。另一方面，面对疫情带来的不利影响，中国企业克服重重困难，在拉动全球经济增长和抗疫中展现出“中国力量”与“中国责任”。这也使国际社会特别是共建“一带一路”国家民众对中国企业的认可度不断增加。展望未来，在当今国际格局深刻变化和国内发展迎来重要战略机遇期的背景下，中国企业的海外形象建设面临新的考验。因此，中国企业要通过加强与世界沟通、加强舆情分析研判能力、加大履责实践传播力度、完善企业对外话语体系建构等多种方式向世界讲好中国企业发展故事。
2020 is a year that has an important impact on the overseas image of Chinese enterprises. On the one hand，the global spread of the COVID-19 epidemic has brought multiple challenges to the international operation and image building of Chinese enterprises；relationship between China and the U.S are facing the most severe situation since the establishment of diplomatic relations，and the fields of exchanges and cooperation has been severely disrupted，which has also led to Chinese enterprises development facing greater international pressure. But on the other hand，in the adverse effects of the epidemic，Chinese enterprises have overcome multiple difficulties and showed “China power” and “China manner” in driving global economic growth and fighting the epidemic. This has also made the international community，especially the people along the “Belt and Road”，increasingly recognize China enterprises. Looking into the future，in the dual context of the profound changes in the international landscape and the important period of strategic opportunities for China domestic development，the image building of Chinese enterprises is facing new challenges. In the context of the epidemic which has not yet ended and the uncertainty of the international situation which has increased，Chinese enterprises should communicate the message of China enterprises’ development to the world by further strengthening communication with the world，intensifying public opinion analysis and judgment，increasing the communication of responsibility fulfillment practices，creating a composite communication matrix，and improving external discourse systems for enterprises.
