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讀紐時學英文
2016/05/20 第123期 訂閱/退訂看歷史報份
 
 
紐時周報精選 Seeking Access to Facebook in China, Zuckerberg Courts Risks/臉書企圖進軍中國 高調祖克柏走險棋?
紐時周報精選
 
Seeking Access to Facebook in China, Zuckerberg Courts Risks/臉書企圖進軍中國 高調祖克柏走險棋?
Paul Mozur
陳韋廷譯

In terms of publicity, it has been a great weekend for Mark Zuckerberg in China.

Zuckerberg, the Facebook founder, returned to Beijing for yet another trip that drew local headlines and captivated online China. He wrote a post that went viral about a jog through Tiananmen Square; held a widely covered conversation with China's best-known entrepreneur, Jack Ma of Alibaba; and on Saturday met with one of the most powerful men in China, Liu Yunshan, the country's propaganda chief.

就公關宣傳效果而言,祖克柏在中國大陸度過了一個很棒的周末。

臉書創辦人祖克柏回到北京展開了另一趟旅程,登上了當地媒體的頭條,也深深吸引著中國的網民。他寫的一篇有關他在天安門廣場慢跑的貼文在網上瘋狂轉載,與中國最知名企業家─阿里巴巴的馬雲進行了一場廣獲報導的對談,並在周六跟中國最有權力的人物之一、宣傳部長劉雲山見了面。

It followed previous trips in which Zuckerberg impressed Chinese audiences with his rookie Chinese language skills and spoke about his fascination with the country. Even while outside China, he met with China's president, Xi Jinping; told a Chinese official he was reading a book of Xi's words; and gave his newborn daughter, Max, a Chinese name. (It is Chen Mingyu.)

The visits have cemented his place as one of the best-known foreign business executives in China. But it is far from clear whether his charm offensive will unlock Zuckerberg's ultimate goal: persuading the Chinese government to lift its ban on the social media service and open it to the country's almost 700 million Internet users.

在前幾趟旅程中,祖克柏用他粗淺的中文語言技能讓中國觀眾留下深刻印象,並談到自己對這個國家的喜愛。即便在中國以外的地方,他也與中國國家主席習近平見了面;告訴一位中國官員他正在讀一本習近平的講話集,且為他剛出生的女兒麥絲(Max)起了個中文名字(叫做陳明宇)。

這些訪問讓他穩居中國最有名外國企業執行高層之一,至於他能否藉由這個魅力攻勢實現他的終極目標:說服中國政府解除對這個社交媒體服務(指臉書)的禁令,並對大陸近7億的網民開放,卻還難說得很。

Courting Chinese leaders in such a public fashion is an unusual strategy for a foreign executive. With star power comes influence, and any clout not directly controlled by the Chinese Communist Party can be deemed dangerous.

The few U.S. technology firms that have entered China in recent years have played down their efforts. Though Travis Kalanick, a co-founder of Uber, frequently travels to China, news of his presence rarely spreads across the Chinese Internet. There was almost no fanfare before LinkedIn's deal with two closely connected Chinese venture capital shops to enter China, an event that was marked with a blog post.

對於一名外國執行高層來說,以如此公開的方式巴結中國領導階層是個非比尋常的策略。明星光環會帶來影響力,而一切無法由中國共產黨直接控制的影響力均被視為是危險的。

近年進入中國的少數美國科技公司,行事都變得相當低調。優步創辦人之一卡拉尼克雖然經常訪問中國,關於他人在當地的新聞卻鮮少在中國網路上廣為傳播。領英跟中國兩家關係密切的創投商店達成進軍大陸的協議,事前也沒有大事宣揚,僅以一條部落格貼文來記述。

If Zuckerberg succeeds, it could show other foreign companies blocked in China that they have a potential path into the huge and fast-growing market — one that calls for them to accept China's strict controls on discourse and to refrain from rocking the boat. A failure would underscore Chinese distrust of foreign technology companies and cement the idea that the low-profile approach is the only way to gain market access.

如果祖克柏成功的話,可向其他在中國被封鎖的外國公司證明,它們有一條進入這個龐大且快速成長市場的潛在路徑,這條路徑要求他們接受中國對於話語的嚴格控制,而且不得破壞現狀。如果祖克柏失敗,則凸顯中國對於外國科技公司的不信任,並使低調行事是獲准進入市場唯一方式的想法更形牢固。

 
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