<div></div><div><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;"><div style="display: inline-block;"><img src="https://static01.nyt.com/images/2018/01/20/world/20facebook-china-1/20facebook-china-1-master1050.jpg" width="1050" height="700" alt="去年，Facebook在北京全球移动互联网大会上的广告。" style="box-sizing: border-box; width: 1050px; height: auto; display: block; margin: 0px auto; color: #000000; font-family: "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif; font-size: 16px;" /></div></p><figcaption style="box-sizing: border-box; margin: 0.625rem 0.9375rem 0.25rem; line-height: 1em; padding: 0px; font-family: Helvetica, Arial, Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif; font-size: 16px;"><span style="box-sizing: border-box; font-size: 0.875rem; margin: 0.125rem 0px; color: #666666;">去年，Facebook在北京全球移动互联网大会上的广告。</span> <cite style="box-sizing: border-box; font-size: 0.6875rem; font-style: normal; color: #666666; display: inline; margin: 0px; line-height: 0.6875rem; text-transform: uppercase;">NG HAN GUAN/ASSOCIATED PRESS</cite></figcaption><br /><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">香港——Facebook负责讨好中国行动的高管已离职。对这个寻求让自己的产品进入中国巨大的互联网市场的社交网络来说，这是一个新挫折。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">据两名知情人士透露，Facebook与北京的主要联络人王黎(Wang-Li Moser) 于去年12月辞职。她曾是Facebook在华雄心壮志的象征。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">从英特尔(Intel)挖过来的王黎，负责让Facebook讨好中国政府的行动专业化。她的工作颇为艰巨。她安排并主持了中国最有权势的官员与一个被他们中很多人认为有<a rel="nofollow" target="_blank" href="https://cn.nytimes.com/business/20170918/facebook-government-regulations/" title="Link: https://cn.nytimes.com/business/20170918/facebook-government-regulations/" style="box-sizing: border-box; color: #004276; text-decoration-line: none;">破坏稳定</a>危险的社交网络之间的谈判。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">她还不得不设法应付中美之间广泛的贸易和安全摩擦。中国屏蔽了Facebook和其他大部分大型美国互联网公司，担心它们的产品会被用来颠覆政府。谷歌(Google)、Twitter和Snapchat在中国境内均无法访问。苹果(Apple)和亚马逊(Amazon)必须使用当地的合作伙伴提供云服务。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">在她大约三年的任期内，Facebook为了重新进入中国而发起了一场魅力运动，王黎则在幕后发力。作为这些努力的一部分，Facebook的创始人马克·扎克伯格(Mark Zuckerberg)秀普通话、在空气污染的天气里在天安门广场<a rel="nofollow" target="_blank" href="http://cn.nytimes.com/china/20160318/c18chinazuckerberg/" style="box-sizing: border-box; color: #004276; text-decoration-line: none;">宣传式地慢跑</a>，并与中国国家主席习近平<a rel="nofollow" target="_blank" href="http://cn.nytimes.com/technology/20151027/c27zuckerberg/" title="Link: http://cn.nytimes.com/technology/20151027/c27zuckerberg/" style="box-sizing: border-box; color: #004276; text-decoration-line: none;">一起用餐</a>。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">王黎未能在中国取得任何重大突破，她的离去突显了Facebook在寻求进入全球最大，也是最封闭的互联网市场之一时所面临的挑战和挫折。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">除扎克伯格在中国高调亮相外，Facebook还低调地尝试过其他很多策略，试图获准进入中国。该公司在内部开发过一个允许进行<a rel="nofollow" target="_blank" href="http://cn.nytimes.com/usa/20161123/facebook-censorship-tool-china/" title="Link: http://cn.nytimes.com/usa/20161123/facebook-censorship-tool-china/" style="box-sizing: border-box; color: #004276; text-decoration-line: none;">有针对性的审查</a>的工具，一些员工因为这个项目而辞职。迄今为止，这个工具还没被启用。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">去年，Facebook<a rel="nofollow" target="_blank" href="https://cn.nytimes.com/business/20170814/facebook-china-moments-colorful-balloons/" style="box-sizing: border-box; color: #004276; text-decoration-line: none;">采取了一种新颖的方式</a>，在中国推出了一款不带自己名字的应用。这款名为“彩色气球”的应用，几乎完全照搬了Facebook自己的照片分享应用Moments。该应用被认为是为了更好地了解中国市场而进行的一种试探，由Facebook通过另一家公司匿名推出。在中国的应用商店里，似乎已经找不到这款应用了。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">政府联络人的角色将由曾在中国搜索引擎百度和美国社交网络领英(LinkedIn)负责政府关系的威廉·帅(William Shuai)担任。在进入百度和领英之前，此人曾短暂担任中国政府内部的一名底层官员。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">Facebook拒绝就王黎的离职发表评论。对Facebook来说，进入中国仍是重中之重。中国是Facebook在亚洲最大的广告支出市场，尽管它在中国被屏蔽。中国的企业、地方政府和官方新闻媒体都把<a rel="nofollow" target="_blank" href="https://cn.nytimes.com/china/20171109/china-facebook/" style="box-sizing: border-box; color: #004276; text-decoration-line: none;">Facebook上的广告</a>作为走向国外的一种方式。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">该公司为进入中国而开展的行动，既有取得进展的迹象，也有还存在问题的迹象。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">Facebook一直在<a rel="nofollow" target="_blank" href="https://cn.nytimes.com/business/20170907/facebook-china-shanghai-office/" style="box-sizing: border-box; color: #004276; text-decoration-line: none;">上海</a>低调地物色办公室，并且去年年底，扎克伯格是习近平在中国领导人举行中国共产党第十九次全国代表大会不久后会见的几名高管之一。</p><p style="box-sizing: border-box; font-size: 1.125rem; line-height: 1.875em; margin-bottom: 1.75rem; color: #333333; font-family: Georgia, "PingFang SC", "Heiti SC", "Microsoft Yahei", simsun, sans-serif;">但在这次会议召开前夕，中国的审查机构屏蔽了该公司在中国最后一款有望存活下来的主要产品WhatsApp。在中国，这款聊天应用现在依然<a rel="nofollow" target="_blank" href="https://cn.nytimes.com/business/20170926/china-whatsapp-blocked/" style="box-sizing: border-box; color: #004276; text-decoration-line: none;">基本上无法使用</a>。</p> </div>