媒介融合背景下的企业媒体发展策略.pdf

中文摘要 中国的企业媒体已有80多年的历史。作为企业公共关系的重要手段，企业 媒体在对内凝聚企业精神、对外提升品牌形象方面发挥着重要作用。近年来， 随着一批优秀企业媒体逐步走入大众视野，企业媒体发展成与大众媒体相互补 充又相互辉映的独特文化现象。如今，以互联网和移动技术为基础的媒介融合 趋势，对企业媒体的发展提出新挑战。为企业媒体寻找到新传播环境下的立足 之基和学理之源，并提供媒体融合背景下的企业媒体发展对策，将对企业媒体 的整体实践具有重要意义。本文以企业媒体中发展程度较高的中国房地产行业 企业媒体的整体实践为研究对象，提炼优秀企业媒体的基因，试图给予媒介融 合背景下的企业媒体发展提供策略支持。 关键词：媒介融合; 企业媒体; 发展策略; 公共关系; 对话; 房地产 Abstract The corporate media has a history of more than 80 years in China. As an important means of corporate public relations, corporate media plays an important role in gathering the spirits of corporate inside and improving the images of corporate outside. In recent years, with a group of outstanding corporate media gradually walking into the eyes of the public, corporate media is mergering together with mass media, which becomes a kind of unique cultural phenomenon. Today, the trend of “media merger” based on the Internet and mobile technology raises new challenges for corporate media. We need find new theories for corporate media and find development strategy for corporate media in the times of “media merger”. The thesis focuses on the corporate media in the industry of Real Estate, which most people believe it has more developed practices on corporate media than other industries. The author is trying to find a development strategy for corporate media in the times of “media merger” by finding the special “genes” of outstanding companies. Keywords: Media Merger, Corporate Media, Development Strategy, Public Relations, Dialogue, Real Estate 目 录 绪 论 1 第1 章 企业媒体的价值和功