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论文编号：	7218
作者编号：	2220130843
上传时间：	2015/6/2 17:14:27
中文题目：	新媒体环境下天津电力公司品牌传播项目管理成熟度研究
英文题目：	Study About Maturity On The Management Of Tepco Brand Communication Project Under The New Media Environment
指导老师：	林润辉
中文关键字：	电力企业；品牌传播；项目管理；成熟度模型
英文关键字：	Electric power enterprise；Brand communication；Project management；Maturity model
中文摘要：	近年来，随着新闻媒体信息化程度的不断提高，国内外新闻传媒格局也发生着巨大的变化，尤其是在网络、微博、微信等新媒体快速发展的形势之下，新闻传播方式发生改变。由此形成传统媒体、新媒体相互交织辉映的传播局面，同时也带动了官方舆论场和民间舆论场的此消彼长，共同发展。这种由新媒体带来的变化，也在深刻影响着各行业各企业自身品牌传播工作。 以电力企业为例，作为国有能源骨干型企业，电力的发展无时无刻不在影响着经济社会的发展。做好品牌传播，增进社会认同，营造宽松和谐的发展环境，是所有电力企业的追求的宣传目标。本文以国网天津市电力公司品牌传播项目为研究主体，以其近年来的工作实践为基础，总结在其开展品牌传播项目过程中存在的不足，针对电力企业生产技术特点和工作服务范畴，同时结合企业具体情况，设计并引入了品牌传播项目管理知识体系及项目成熟度评价模型，最终定义设计了一系列评价指标。通过定性和定量双重分析，搭建起首个电力企业品牌传播项目成熟度模型，用以对国网天津市电力公司各类品牌项目进行成熟度评价，从而提出行使有效的改进工作策略，达到不断健全品牌传播项目管理体系，增强传播能力和效果的目的。 同时，该成熟度模型具有可复制性，还可推广应用到相关电力企业，以作参考指导，促进品牌传播项目的高效实施开展。
英文摘要：	We take the electric power enterprise as an example. As the state-owned energy enterprise, it develops every moment and it affects the development of economy and society in the country. Brand communication, enhancing the community identity, creating a relaxed environment for the development of harmonious, all of them are all very important. It’s the goal of propaganda for all the power enterprise .This thesis is based on the work practices in recent years of Tianjin city power company's net brand communication project, and it summarizes the problems in the process of developing project in brand communication, what is more, in view of the technology of the electric power enterprise, characteristics and working scope of services, the thesis combined with the specific situation of enterprises. At last we design the introduction of brand communication project management knowledge system and project management maturity evaluation model. The model defines a series of evaluation index. With the help of both qualitative and quantitative analysis, we build the first electric power enterprise brand communication project management maturity model, which can be used for all kinds of brand project of Tianjin city power company's network maturity evaluation. Thus we put forward the exercise improved effective strategies to achieve the continuous sound system and brand communication project management, which in order to enhance the communication capacity and the effect of objective.
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