本报告将全球跨国企业视为新时代国际传播行为体，对2024年全球跨国企业国际传播影响力进行评估，以网络影响力、全球企业互动、公众关注、全球营商能力为评估指标体系主要维度，将中国跨国企业作为重点评估对象，通过横纵向对标分析，观照其对中国国际传播影响力提升的贡献度与现存问题。报告从四个方面展开讨论：将中国跨国企业纳入国际传播战略布局、凸显其国际传播优势作用；挖掘跨国企业国际话语叙事资源、重建国际受众认知偏好；持续发挥中国跨国企业全球互动与营商水平建设优势、寻求国际报道显示度与关注度的提升；丰富多语种网络传播体系、健全国际多媒体内容传播矩阵等，寻求中国跨国企业协同提升中国国际传播效能的可能路径。
This report regards global multinational corporations as international communication actors in the new era，and evaluates the international communication influence of global multinational corporations in 2024 from the dimensions of influence on the Internet，global corporate interaction，public concern，and global business capability. Chinese multinational corporations are key subjects in providing a horizontal and vertical benchmarking analysis，in particular their contribution to the promotion of the influence of China in international communication and the existing problems. This report focuses on four areas：incorporating Chinese multinational corporations into the strategic layout of international communication and highlighting their advantages in international communication；mining the international discourse narrative resources of multinational corporations and rebuilding the cognitive preferences of international audiences；continuing to leverage the advantages of Chinese multinational corporations in global interaction，and seeking to improve the visibility and attention of international reports；enriching the multilingual online communication system and improving the international multimedia content communication matrix. These efforts are made to seek possible ways by which Chinese multinational corporations can synergize China’s international communication efficiency.
