影响企业内刊传播效果的因素与应对策略分析

发布时间：2018-04-10 16:35

本文选题：企业内刊 + 传播效果　；参考：《河北大学》2011年硕士论文

【摘要】：企业作为组织传播的典型代表,其传播形式多种多样。在改革开放以来的三十多年当中,伴随着企业成长、壮大并走向国际化,企业内刊也日渐发展,被称为“企业文化的新军”。内刊传播既具备组织传播特性,同时还具备大众传播的一些特点。内刊传播承担者对内、对外双重职能,成为凝聚企业文化、树立企业形象的重要载体,很多企业家不惜重金办刊办报。然而,目前存在着内刊的投入与其达到的传播效果不能成正比的现象,很多企业在内刊上花费的人力、物力、财力很大,但是收到的效果并不明显。怎样达到理想的传播效果,是众多内刊编辑人员和企业总裁关注的问题,也是本论文重点研究的主题。本论文采用个案研究、内容分析等研究方法,按照由浅入深的层次进行分析,通过对企业内刊的界定、发展历程、组织传播特性以及传播作用等方面的概述,形成内刊的系统认识。选取具有代表性的企业内刊,通过问卷调查,在理论与实践结合的基础上,重点对其传播效果进行研究,展现其传播效果现状,并提出改进措施。对现代企业内刊传播活动的特点进行分析,总结影响该内刊传播效果的因素,由个性研究上升到共性研究,找出影响企业内刊传播效果的共性因素,从内刊定位、编辑队伍、稿件来源、选题策划、权威性、互动性和可读性等几个方面提出转变企业内刊领域传播效果现状的措施。以达到合理利用内刊资源,发挥内刊内、外职能,促进企业文化建设和组织传播优化的作用。最后对企业内刊的发展前景做出展望。
[Abstract]:As a typical representative of organizational communication, enterprises have a variety of communication forms.In the more than 30 years since the reform and opening up, along with the growth, growth and internationalization of the enterprise, the internal publication of the enterprise is also gradually developed, which is called "the new army of enterprise culture".Internal publication communication not only has the characteristics of organizational communication, but also has some characteristics of mass communication.The double functions of internal and external carriers have become an important carrier of corporate culture and corporate image, and many entrepreneurs do not hesitate to run newspapers at great cost.However, there is a phenomenon that the investment of internal publication cannot be directly proportional to the effect of communication. Many enterprises spend a lot of manpower, material and financial resources on the internal publication, but the effect is not obvious.How to achieve the ideal communication effect is the concern of many internal editors and enterprise presidents, and is also the main topic of this paper.This paper uses case study, content analysis and other research methods, according to the level of analysis from the shallow to the depth, through the definition of the internal publication, the development process, organizational communication characteristics and dissemination of the role of an overview, and so on.To form a systematic understanding of internal journals.Based on the questionnaire survey and the combination of theory and practice, this paper focuses on the research on the communication effect of the representative internal publication of the enterprise, shows the present situation of its communication effect, and puts forward the improvement measures.This paper analyzes on the characteristics of the communication activities of the internal periodicals in modern enterprises, summarizes the factors that affect the communication effect of the internal periodicals, from the study of individuality to the study of the commonness, finds out the common factors that affect the communication effects of the internal periodicals of the enterprises, and from the position of the internal periodicals, the editorial team,This paper puts forward some measures to change the present situation of communication effect in the field of periodicals in enterprises from the sources of manuscripts, selected topics, authoritativeness, interactivity and readability.In order to make rational use of the internal publication resources, exert the internal and external functions, and promote the construction of corporate culture and the optimization of organizational communication.Finally, the prospect of the development of enterprise journals is prospected.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G237.5

【相似文献】