基于品牌形象建设视角的四川国企软实力提升研究

Research on Soft Power Promotion of Sichuan State-owned Enterprises from the Perspective of Brand Image Construction

如何基于品牌形象建设视角,研究四川国企软实力提升路径,已成为四川国资国企深化改革实现高质量发展所面临的新课题。本文针对新媒体环境下四川国企品牌形象建设面临的目标受众难以确定、传播内容的吸引力度弱、隐藏的品牌危机、形象的负面片面化等问题,提出坚持内外宣融合、注重软硬件兼顾的路径和12项工作对策,回答了塑造什么样?向谁传播?如何有效有力传播?国企品牌形象及怎样将四川国企软实力"虚功实做"和"硬化"等问题。

From the perspective of brand image construction,how to study the path of improving the soft power of state-owned enterprises in Sichuan has become a new subject for deepening reform and achieving high-quality development of state-owned enterprises in Sichuan.In view of the problems faced by the brand image construction of Sichuan state-owned enterprises under the new media environment,such as the target audience is difficult to determine,the attractiveness of the dissemination content is weak,the hidden brand crisis and the negative one-sided image,this paper puts forward the path of insisting on the integration of internal and external propaganda,paying attention to both software and hardware,and12working countermeasures,and answers what kind of shaping is it?To whom?How to effectively and effectively disseminate?The brand image of state-owned enterprises and how to make the soft power of state-owned enterprises in Sichuan"virtual work"and"hardening"and so on.