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Shaping China's National Image Through Infrastructure: Business Communication Strategies under the Belt and Road Initiative
- 1 Faculty of Business and Law /Business & Business Communication, University of Portsmouth, Portsmouth, PO1 3DE, England
* Author to whom correspondence should be addressed.
Abstract
With the promotion of the Belt and Road Initiative, the global investment and construction activities of Chinese infrastructure enterprises such as China Construction and China Railway have significantly improved the national image and brand awareness. However, in this process, these enterprises face challenges such as cultural differences, information gaps, and local people's doubts about foreign investment. This study explores how Chinese infrastructure companies shape the country's image through effective business communication strategies in the context of the Belt and Road Initiative. Through literature review and case study, this study will focus on the communication strategies adopted by Chinese infrastructure enterprises in countries along the Belt and Road, and how these strategies affect local consumers' perception and trust in Chinese brands. The study reveals that successful communication cases not only enhance brand recognition, but also increase consumer trust in the quality and efficacy of the program. In addition, cultural communication strategies are essential in different markets, helping enterprises integrate into the local society and improve their brand image. This study provides a new perspective and ideas for the brand communication of Chinese infrastructure enterprises in the international market. I contribute theoretical support for future academic research in related fields.
Keywords
National image, Business communication, Cross-cultural analysis
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Cite this article
Duan,Y. (2025). Shaping China's National Image Through Infrastructure: Business Communication Strategies under the Belt and Road Initiative. Advances in Economics, Management and Political Sciences,156,53-60.
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