新媒体时代国有企业形象宣传管理策略研究

XCLW55006  新媒体时代国有企业形象宣传管理策略研究  (字数：7576)

摘  要

随着互联网及新媒体技术的迅速发展，我国已进入新媒体时代，新媒体技术已广泛应用到社会各领域的方方面面。对国企而言，企业形象是企业文化的一种外在表现，它关乎企业建设和科学稳定的发展，是提高企业国际市场竞争力的关键因素。因此，在新媒体环境下，探索并研究如何做好国有企业形象宣传管理工作，具有的重要意义。本文首先概述了新媒体的定义和特点，阐述了国有企业形象宣传管理工作的重要性，之后，分析了新媒体时代国有企业形象宣传管理面临的挑战，从企业加强重视，健全形象宣传机制，利用新媒体技术，提升企业品牌形象，运用新媒体载体，拓宽民众沟通渠道,加强企业文化建设, 积极应对负面舆情，占据形象宣传主动权等五个方面提出了如何在新媒体时代做好国有企业形象管理的研究策略。

Abstract: With the rapid development of the Internet and new media technologies, China has entered the era of new media, and new media technologies have been widely applied to all aspects of society. For state-owned enterprises, corporate image is an external manifestation of corporate culture. It is related to the development of enterprise construction and scientific stability, and is a key factor in improving the competitiveness of enterprises in the international market. Therefore, in the new media environment, it is of great significance to explore and study how to do well in the image management of state-owned enterprises. This paper firstly outlines the definition and characteristics of new media, expounds the importance of the image management of state-owned enterprises, and then analyzes the challenges faced by the image management of state-owned enterprises in the new media era, strengthens the importance of enterprises, and improves the image publicity mechanism. New media technology, enhance corporate brand image, use new media carrier, broaden people's communication channels, strengthen corporate culture construction, actively respond to negative public opinion, occupy the image propaganda initiative and other five aspects, put forward how to do a good job of state-owned enterprise image in the new media era Management research strategy.

关键词：新媒体 国有企业 形象宣传管理 

Keywords: New Nedia, State-owned Enterprises, Image Propaganda Management