Research on Foreign Discourse Quality of Enterprise Websites in Liaoning Province, China

Abstract

Under the background of the promotion of the “Belt and Road” Initiative and the deepening of the “going out” strategy of enterprises in China, the foreign discourse of enterprise websites has become the key carrier of international image communication and market expansion. This study takes 8 well-known enterprises in Liaoning Province of China as samples, covering manufacturing, service and high-tech industries, and constructs a three-level evaluation index system of “Corporate Image Discourse — Public Relations Discourse — Internationalization Discourse”. The quality of foreign discourse of 8 enterprise websites is comprehensively evaluated by means of stratified sampling, content analysis, technical testing and questionnaire survey. The study found that the overall performance of the foreign discourse quality of the websites of large enterprises and high-tech enterprises in Liaoning is good, but there are also some problems such as differentiation in the presentation of corporate image, lack of depth of public relations operation, the general weakness of international adaptability and promotion ability. The results provide an empirical reference for enterprises to optimize the website’s foreign discourse system and enhance their international competitiveness.