A  Review and Future Prospects of Research on Chinese Corporate Spokespersons

Guoyan Zhang; Xuan Wu

Authors

Guoyan Zhang International College of the Arts, Krirk University, Bangkok, Thailand
Xuan Wu Xi'an Jiaotong University City College, Xi'an, China

Keywords:

Academic history, Chinese spokesperson, Corporate communications, Corporate spokesperson

Abstract

Since the establishment of China's spokesperson system in 1983, over 40 years have passed, leading to the emergence of three main categories of spokespersons: government, corporate, and institutional. While government spokespersons have evolved steadily, corporate spokespersons have faced a "high start, low finish" situation. In recent years, Chinese firms have made extraordinary resolve and investment in globalization, coinciding with changes in China's and the world's economic conditions. Corporate spokespersons are a crucial component of the growth process of modern organizations since they not only disseminate company information but also guide public opinion and manage crises. To gain a more accurate and comprehensive understanding of the overall development of research on corporate spokespersons within Chinese academia over the years, this study, grounded in a historical perspective, systematically reviews and synthesizes existing scholarly literature on the topic. It also seeks to explore the extended value and potential areas for innovation in the study of Chinese corporate spokespersons within the context of the new era. In doing so, the study aims to provide useful references and insights for current theoretical and practical research in related fields.

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