新媒体时代国企文化管理的SWOT策略研究——基于中国航空规划设计研究总院有限公司新媒体实践

Research on SWOT Tactics of Culture Management of State-owned Enterprises in the New Media Era——New Media Practice based on China Aviation Planning &Design Research Institute Co.,Ltd.

随着信息技术的快速发展,新媒体文化传播彰显出其独特的传播力和影响力,并迅速改变着传统的文化传播方式。以中国航空规划设计研究总院有限公司(以下简称"中航规划")的新媒体文化管理与实践为例,通过导入SWOT分析法,分析了新媒体在国有企业文化管理上的优势、劣势及面临的机遇和挑战。结合国有企业文化管理特色,从加强新媒体人才队伍建设、培养意见领袖、增强线上线下多平台联动、创设基于员工的交互情境传播模式等视角出发,提出了新媒体时代下国企文化管理与创新策略。

With the rapid development of information technology,new media manifest the unique spreading force and influence,and quickly change the traditional cultural spreading way.With the new media culture management and practice of China Aviation Planning & Design Research Institute Co.,Ltd.(China Aviation for short)as the example,the paper conducts the analysis on the advantages and disadvantages,opportunities and challenges of new media in cultural management of state-owned enterprises.In the light of cultural management characteristics of state-owned enterprises,the paper brings forth the cultural management and innovative tactics of state-owned enterprises under the era of new media from perspectives such as talent teach construction,opinion leader cultivation,online/offline multi-platform communication,and interactive situation spreading mode based on employees.