自媒体时代企业形象与企业家形象的融合与构建

The Building of Corporate Image and its Integration with Entrepreneur Image in the Era of “We Media”

随着自媒体时代的到来,传统的大众传播方式受到了极大的挑战。在此背景下,企业形象传播也应顺势而为,改变以往的传播观念,以个性化、故事化传播方式为主,把企业形象与企业家形象进行融合构建就是很好的策略。本文重点探讨了二者如何进行融合以及注意之处,以期为企业形象建设提供参考。

The entry into the era of ＂we media＂ has caused great challenges to the traditional mass media.In this context,companies should seize the chance to change their past image promotion concepts and adopt unique and story telling-based methods.It is a good strategy to integrate the building of corporate image with that of entrepreneur image.The paper focuses on how to facilitate such integration and the areas that need attention in the hope that it will be of some reference value to corporate image development efforts.