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在中国企业“走出去”的过程中,面对文化差异,如何进行跨文化沟通,是企业面临的一大问题。阿里巴巴在美国纽约股票交易所成功上市,在世界范围内引起了广泛关注。本文以阿里巴巴在美国上市期间发布的路演报告和阿里巴巴接受美国媒体的采访为语料,以系统功能语言学的社会符号模式和评价理论为框架,在对文本标注和统计分析的基础上,分析马云所采取的沟通策略,并从传播适应理论的角度对其策略进行解释。
In the process of Chinese enterprises “Going Global ”, in the face of cultural differences, how to carry out cross-cultural communication is one of the major problems that enterprises face. Alibaba successfully listed on the New York Stock Exchange in the United States has aroused widespread concern around the world. In this paper, Alibaba listed in the United States during the roadshow and Alibaba interview with the American media as the corpus, the system of social linguistics, symbolic and social evaluation of the theory as a framework, based on the text tagging and statistical analysis, analysis The communication tactics adopted by Ma and its strategies are explained from the perspective of communication adaptation theory.