基于社交媒体的沟通管理研究-项目管理专业论文.docxVIP

基于社交媒体的沟通管理研究摘 要IT 技术迅速发展促成社交媒体的出现，它是一种具有社交功能和媒 体属性的新型网络应用。在国外，Twitter 成为沟通管理的新渠道；在国 内，新浪微博为代表的社交媒体在高速发展。2010 年被称为中国微博发 展元年，微博作为沟通管理平台的价值逐步显现。尽管少数企业微博沟 通管理取得了一定的成效，但大多企业收效甚微，甚至损失惨重，因目 前缺乏完善的社交媒体下的沟通管理体系。论文通过总结社交媒体的特征和问题，构建了企业社交媒体下的沟 通管理方法。论文总结了社交媒体下沟通管理中具有开放式沟通管理平 台、沟通者隐藏幕后、人人可以参与等特征，以及沟通管理中信息保密 性差、沟通者识别难、定向沟通困难、群体事件频发等问题。构建了微 博社交媒体下企业沟通管理方法，包括健全网络、主动监控和互动沟通 等三种措施，并指出运用该体系的背景、目的和评估指标；通过戴尔微 博沟通管理案例的实证分析，得到了预期的效果和有益的启示。最后， 阐明论文的研究结论，反思研究中的问题，并展望。关键词：沟通管理体系，沟通管理评估，社交媒体，微博DEVELOPMENT OF SOCIAL MEDIA AND COMMUNICATION MANAGEMENTABSTRACTSocial media is a new internet application with social networking functions and media features in rapid IT development era. In abroad, represented by Twitter social media has become a new channel for cooperate communications management. In domestic, represented by Sina Micro-blog has developed in a high-speed. The year of 2010 was called the Chinese micro blog development of the first year; micro blog has become a typical representative of the social media, but most of the enterprise lack of communication management system guidance. In this paper, Micro-blog social media was studied; relative theory, method and traditional communication management system was summarized; the features and problems of social media was analyzed; finally, the development of social media communication management system was built, and case was empirical studied.The paper summarized the features and problems of social media communication, build communication management method of social media management. The features of social media communication are open communication platform, communicator hide behind the scene, everybody can participate etc. the problems of communication are information confidentiality poor, communicators identification difficult, positioning communication difficult, mass incident happened frequently etc. Built a corporate communication management method in Sina Weibo social media status, including strengthen communication network, proactive m