Analysis of the Overseas Online Communication Capacity of Chinese Universities and Development Strategies
DOI:
https://doi.org/10.18063/cef.v3i1.646Keywords:
Overseas, Online communication capacity, StrategiesAbstract
Against the backdrop of intensifying global competition and deepening exchange in higher education, enhancing overseas online communication capacity has become a crucial issue for Chinese universities seeking to advance internationalized education and build global brand images. Key factors determining the effectiveness of their overseas online presence include the degree of leadership emphasis, the establishment of specialized external communication posts with appropriate staffing, the effective operation of diverse overseas social media platforms, and sustained collaboration with international mainstream media. However, some universities still face challenges such as a shortage of qualified personnel, weak content innovation, and a lack of distinctive management strategies on overseas social platforms. In response, this paper proposes a series of measures: improving the “grand external communication” system and mechanism, deepening university–media cooperation, building integrated overseas media platforms, and strengthening cross-cultural communication capacity. These strategies offer feasible insights and operational references for Chinese universities to enhance their overseas online communication capacity and international influence in the new era.References
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