华商企业机构身份的话语建构  

Discursive Construction of Institutional Identity of Chinese Entrepreneurs’Companies

作　　者：张军 ZHANG Jun(Basic Course Teaching Department,Nanjing Tech University Pujiang Institute,Center for Chinese Entrepreneurs Studies,Nanjing Jiangsu 211100,China)

机构地区：[1]南京工业大学浦江学院基础教学部华商学研究院,江苏南京211100

出　　处：《湖北开放职业学院学报》2025年第7期126-128,135,共4页Journal of Hubei Open Vocational College

基　　金：南京工业大学浦江学院华商学研究院2023年华商学研究项目“不同社会文化背景下华商企业身份与话语建构”(项目编号:secbr2023-2-19)。

摘　　要：本研究采用语篇-历史分析法,对阿里巴巴、金鹰集团和正大集团这三家华商企业的英文官方网站上的公司介绍进行了话语策略分析,主要探究了文本中所采用的指称策略、述谓策略、视角化策略以及强化/弱化策略,以及这些策略是如何共同塑造企业身份的。研究结果表明,尽管三者在话语策略上有共通之处,比如都着重强调了创新性、全球化视野和对社会责任的承担,但在塑造各自企业身份时各有侧重。阿里巴巴集团强调其作为数字经济的创新引擎,致力于赋予商家和消费者更大的能量;金鹰集团着重展现了其在全球资源管理和可持续性发展方面的领导作用;而正大集团则突出了其业务的多元化和对提升生活质量的坚定承诺。This research utilizes the discourse-historical analysis method to scrutinize the discursive strategies within the corporate introductions on the official English websites of three Chinese entrepreneurs’companies:Alibaba Group,Golden Eagle Group,and CP Group.The study primarily investigates the referentialstrategies,predicational strategies,perspectivization strtegies,and the intensification/attenuation strategies employed in the texts,as well as how these strategies collectively contribute to the construction of corporate identity.The findings reveal that,despite shared discursive strategies among the three,such as an emphasis on innovation,a global outlook,and the assumption of social responsibility,there are distinct focuses in the way each company shapes its identity.Alibaba Group underscores its mle as an innovative engine of the digital economy,dedicated to empowering merchants and consumers with greater capabilities.Golden Eagle Group highlights its leadership in global resource management and sustainable development.In contrast,CP Group accentuates the diversification of its business and its steadfast commitment to enhancing the quality of life.Through these strategic uses of discourse,each enterprise not only crafts a distinctive corporate image but also effectively conveys its core philosophy and business focus.

关 键 词：华商企业身份 话语建构 话语策略 语篇-历史分析法 

分 类 号：F27[经济管理—企业管理]