摘要
随着"一带一路"倡议的深入推进,越来越多的中国企业"走出去",参与国际市场竞争。在复杂的国际市场环境中,企业之间的竞争不仅仅是以产品为核心的硬实力比拼,更是以企业形象为代表的软实力角逐。在新媒体时代,网络媒体与传统媒体的深度融合使信息传播趋向立体网状化。对于形象建设起步较晚的中国企业而言,需要通过创建协同式传播矩阵、完善形象传播机制等手段制定科学的传播策略,而后通过贯彻"人本主义"、提升服务水平以及运用创意传播等路径实施企业形象的对外传播。
With the in-depth promotion of “The Belt and Road”initiative, more and more Chinese companies are “going out” and participating in international market competition. In the complex international market environment, the competition among enterprises is not only the hard-power competition with products as the core, but also a soft power competition represented by the corporate image. In the era of new media, the deep integration of online media and traditional media has led to a three-dimensional network of information communication. For Chinese companies that started late in image construction, they need to develop a scientific communication strategy by creating collaborative communication matrix and improving the image communication mechanism, and then implement the path of “humanism”, improve service levels, and use creative communication to implement the external communication of corporate image.
出处
《决策与信息》
2019年第4期121-127,共7页
Decision & Information
基金
中央高校基本科研业务费专项资金资助项目"日本企业形象建设与声誉传播"(编号:FRF-TP-18-086A1)阶段性成果
关键词
企业形象
传播策略
新媒体
创意传播
Corporate Image
Communication Strategy
New Media
Creative Communication
