Researching and exploring the cross-cultural communication of Chinese enterprises in the 'going global' process has great strategic value and practical significance. This is the main theme of this book.
It has become the new normal of China's economic development for Chinese enterprises to go abroad and conduct transnational operations, with the deepening of China's "going global" strategy, especially with the advancing of the Belt and Road initiative since 2014. However, some Chinese enterprises often suffer great failure and gain nothing in the process of "going global," due to a lack of strategic thinking, comprehensive strategic management, and effective strategic communication. The reasons for failure are multiple: there are economic, social, and managerial factors; some countries have bad intentions, but the lack of cross-cultural communication is the most common. Practice has proved that Chinese enterprises must carry out effective and fruitful cross-cultural communication in order to develop and strengthen themselves in the complicated and fast-changing international business environment. Past experience taught us that knowing and understanding the culture of the target country, satisfying the public's demand of the target country, fitting into the society of the target country, and comprehensively promoting the economic and social development of the target country are effective.
