联系我们

论文查询结果	返回搜索

论文编号：	13313
作者编号：	2120202940
上传时间：	2022/6/11 10:26:48
中文题目：	ZS公司运用新媒体强化企业文化传播的策略研究
英文题目：	A study using new media strategies to improve the corporate culture communication
指导老师：	王学秀
中文关键字：	ZS公司; 新媒体; 企业文化传播; 强化策略
英文关键字：	ZS company; New media; Corporate culture communication; Strategies
中文摘要：	随着互联网技术的飞速发展，我国网络基础设施得到进一步完善，中老年群体网民规模快速增长，互联网陪伴其成长的新一代青年也步入职场，并逐步走上管理岗位。在此环境下，传统传播方式遇冷，新媒体逐步成长为众多公司企业文化传播的重要方式。我国大型国有企业借助新媒体推进企业文化传播，实现了内聚人心、外树形象的显著效果。然而，纵观我国中小型国有企业，企业文化传播方式仍然依靠传统媒介，对新兴的传播媒介缺乏认识，更没有进行有效的应用。ZS公司作为一家中小型国有企业，历史上经历了数次整合，企业文化基础薄弱，又没有紧抓新媒体机遇，严重阻碍了企业文化建设，对公司经营以及未来发展产生了非常不利的影响。本文采用文献检索、访谈、案例分析等方法，回顾了管理学、传播学等理论，结合ZS公司的企业文化传播概况，探究出ZS公司由于企业文化基础薄弱、重视不够、管理不科学、缺乏创新与危机意识，导致目前企业文化传播媒介单一、渠道不顺、内容单薄、效果不佳等问题。随后，本文深入分析了运用新媒体强化企业文化传播的策略。ZS公司需要在新媒体的快速发展中，尽快树立横向传播、重视“信任代理”“提质增效”传播、服务心态等新传播观，在建立健全传播渠道的同时注意推进平台间的差异化传播，在新媒体网络中把握好传播的时机，增强传播的内容创意性和吸引力，利用新媒体净化传播环境促进互动，实现传播量化分析、加强传播效果评价，从而建立起符合自身情况、顺应时代发展的企业文化传播体系。最后，本文从组织、制度、人力、资金、技术等方面，制定出相应的保障措施。
英文摘要：	The rapid development of Internet technology promotes the further improvement of China's network infrastructure and the size of middle-aged and elderly netizens. A new generation of youth were step into management positions gradually when in the company of Internet. New media was one of the most important methods to transmit corporate culture in many companies. With the help of new media in corporate culture communication of the large state-owned enterprises, the solidarity and establish reputation effect is achieved. However, the small-medium sized state-owned enterprises still rely on traditional media in the way of corporate culture communication, lack of understanding of the emerging media and effective application. ZS, a small-medium sized state-owned enterprise, has integrated several times. The cultural bases of ZS are weak and the constructions of corporate culture in ZS are still lagging far behind. Thus, it is not favorable for large-scale production development. In this study, a mixed method case study evaluation was undertaken using interviews, observations and documentary analysis. We combined with the theories of management and communication to analyze the status of corporate culture communication in ZS.The strategy of using new media to strengthen the communication of corporate culture in ZS was also explored. With the weak corporate culture foundation, insufficient attention, unscientific management, and lack of innovation and crisis awareness, ZS has problems such as single medium of corporate culture, poor channels, weak content and poor effect. ZS needs to establish new communication concepts such as horizontal communication, attach importance to "trust agency", "improve quality and efficiency" communication. ZS should pay attention to promoting the differences between platforms while establishing and improving communication channels. ZS are required to grasp the opportunity of communication in the new media network, enhance the creativity and attractiveness of the content of communication. Using the new media to purify the communication environment, realize the quantitative analysis of communication, and strengthen the evaluation of communication effects. Finally, we formulate corresponding safeguard measures from the aspects of organization, system, manpower, capital, and technology.
查看全文：	预览  下载(下载需要进行登录)