2016 China Enterprise Overseas Image Survey Report Released

In order to scientifically and objectively understand the overall evaluation of the overseas image of Chinese companies by foreign people, it provides a more targeted reference for the international operation of enterprises and the national “going out” strategy. The "2016 Chinese Enterprises Overseas Image Survey Report" (hereinafter referred to as the "Report") was released recently.
The "Report" was jointly completed by the China Reporting Agency and the China Foreign Languages ​​Bureau's Center for Foreign Communication Studies, together with Chinatown Foreign Affairs (MillwardBrown) and LightspeedGMI, focusing on four Central and Eastern European countries along the Belt and Road Initiative (Czech Republic, Romania, Hungary, Poland). Evaluation of the Chinese economy, Chinese companies and Chinese products.

China's international influence is recognized <br> economic survey report shows that four countries in Eastern Europe, the majority of respondents overall impression of the Chinese economy is better, most people believe that China's economy is in a stage of development, and will continue to grow over the next 10 years. 37% of the respondents in the four countries believe that the Chinese economy is in a stable development stage, and 33% believe that the Chinese economy is in a stage of rapid development. According to the country, Romanian respondents most recognized that China's economy is at a high-speed development stage, and the proportion of respondents who chose this item is 46%. In terms of age, young and middle-aged groups aged 18-35 and 36-50 are more optimistic about China's economic development.
At the same time, respondents from the four Central and Eastern European countries believe that the development of China's economy will benefit the global economy, the Central and Eastern European economies, and the country's economic development. Nearly half (47%) of Central and Eastern European respondents believe that the development of China's economy is very favorable or beneficial to the economic development of Central and Eastern Europe. According to the country, Czech respondents are most recognized for the international influence of the Chinese economy. 49% of the respondents believe that the development of China's economy is beneficial to the economic development of Central and Eastern Europe, more than the people of other countries visited.

"Cost" of China's most popular products <br> survey, an average of 37% of the respondents in Central and Eastern Europe for Chinese enterprises better impression. However, compared with Japanese companies (74%), EU member companies (64%), and US companies (61%), there is still a certain gap. By country, in the Czech Republic, the performance of Chinese companies is even smaller than that of companies in Japan, the United States, and EU member states. By age, older groups aged 51-65 have a better impression of Chinese companies.
In terms of product image, the Central and Eastern European people most recognize that Chinese companies bring high quality and low price products. The cheap price is the most prominent advantage of Chinese products. Compared with the products of other countries' enterprises, the quality of Chinese products still makes the Central and Eastern European respondents worry. 65% and 53% of Central and Eastern European respondents respectively categorized the reasons for not purchasing Chinese products as “quality is not good” and “counterfeit and shoddy products”.
Central and Eastern European respondents believe that Chinese companies' promotion of local economic development is mainly reflected in the provision of cheap goods, the provision of new employment opportunities and the introduction of new funds. The proportion of these three items is 55%, 42% and 37 respectively. %. The Central and Eastern Europeans believe that the most cooperative areas for Chinese companies and locals in the future are retail, followed by manufacturing. According to the country, Czech respondents believe that Chinese companies and their countries in the health, culture / entertainment / sports field cooperation is significantly higher than other countries; Hungarian respondents believe that Chinese companies and the country's cooperation in the retail sector; Polish respondents believe that Chinese companies have more cooperation with their home countries in the fields of construction and transportation.
In terms of the challenges that Chinese companies pose to their economic development, the Central and Eastern European people are mainly worried about the impact on the survival and development of local enterprises and will break the balance of the existing industrial chain. In addition, in response to the future development of Chinese companies in the local area, Central and Eastern Europeans hope that Chinese companies will deepen their understanding of local culture, history and consumers, and actively integrate into local society and local culture.

Corporate Responsibility and Public Relations Still Need to Work Hard <br> The survey provides a comprehensive assessment of the overseas image of Chinese companies by examining the four dimensions of responsibility, equity, trust, and success. According to the survey results, in general, the people in Central and Eastern Europe have higher evaluations of the success of Chinese companies, and the evaluation of responsibility performance is low; Chinese companies provide quality products or services are recognized, but Chinese companies are leading in the industry. The aspect also shows insufficient. The respondents generally recognized that Chinese companies provide a safe working environment, but they have lower scores in maintaining intellectual property rights. At the same time, the evaluation of Chinese companies' business plans and financial transparency is not high, and efforts are needed to standardize corporate governance.
At the same time, among the five survey dimensions of corporate public relations, the proportion of respondents who are positive about Chinese companies is less than 40%. Among them, the recognition of maintaining government relations is the highest, at 37%; the recognition of timely and effective handling of public relations crisis is the lowest, at 22%. According to the country, Czech and Hungarian respondents believe that Chinese companies are better at focusing on maintaining government relations. Respondents in Poland and Romania believe that Chinese companies perform better in maintaining a good corporate image. By age, the 51-65-year-old group is more likely to recognize the performance of Chinese companies in maintaining government relations. The 18-35-year-old youth group is more recognized by Chinese companies in maintaining a good corporate image.

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