中国建筑作为中国企业“出海”的先锋，在国际传播领域取得了显著成效。本报告针对中国建筑的国际传播现状分析发现，中国建筑以顶层设计为指导，构建了多元化的传播主体网络，整合了多样传播渠道，展示了丰富的传播话语。同时，本报告通过对2023年中国建筑与AECOM公司在X平台发布的推文进行对比发现，在整体上，AECOM的推文发布频率更高，中国建筑的传播效果更好。在内容上，中国建筑和AECOM关于国际项目的推文的传播效果都弱于关于国内项目的推文；对节日和纪念日的报道，中国建筑和AECOM都获得了较好的传播效果；中国建筑的员工故事注重友情，但AECOM的员工故事注重专业。总之，中国建筑注重展示项目本身，内容具体，AECOM注重展示观点，内容抽象。在符号使用上，中国建筑和AECOM都偏爱图片，视频具有提升传播效果的功效；在话语类型上，中国建筑和AECOM为了吸引用户交流互动，都采纳了召唤用户交流的话语，但AECOM的召唤话语比例更高。总之，中国建筑通过国际传播成功塑造了一个国际化、业务卓越、富有人文关怀和社会责任的企业形象，而且展现了可信、可爱、可敬的中国形象。为了更好地提升国际传播效能，中国建筑在社交媒体上，可以考虑通过增加视频内容的比重、提高召唤话语的使用频率、引入国际社会广泛认同的理念等手段进一步提升传播效果。
As a pioneer of Chinese enterprises “going global”，China Construction has achieved remarkable results in the field of international communication. This report analyzes the current status of China Construction’s international communication and finds that China Construction，guided by top-level design，has built a diversified network of communication subjects，integrated various communication channels，and demonstrated rich communication discourse. At the same time，this report compares the tweets released by China Construction and AECOM on the X platform in 2023 and finds that，on the whole，AECOM’s tweets are released more frequently and China Construction’s communication effect is better. In terms of content，the communication effects of China Construction and AECOM’s tweets about international projects are weaker than those about domestic projects. China Construction and AECOM both achieved good communication effects in reporting on festivals and anniversaries. China Construction’s employee stories focus on friendship，but AECOM’s employee stories focus on professionalism. In short，China Construction focuses on presenting the project itself，with specific content，while AECOM focuses on presenting opinions，with abstract content. In terms of symbol use，China Construction and AECOM both prefer pictures，and videos have the effect of improving communication effects；in terms of discourse type，China Construction and AECOM both adopt discourses that call for user communication in order to attract users to communicate and interact，but AECOM has a higher proportion of calling discourses. In short，China Construction has successfully created an international，business-excellent，humanistic and socially responsible corporate image through international communication，and has also demonstrated a credible，lovable and respectable Chinese image. In order to better improve the effectiveness of international communication，China Construction can consider further improving the communication effect on social media by increasing the proportion of video content，increasing the frequency of using calling words，and introducing concepts widely recognized by the international community.
