企业变革阻力的应对策略研究

Research on Countermeasures to the Resistance of Enterprise Reform

基于对国内外企业变革研究的文献梳理发现,当企业变革面临内部重重阻力时,成功的企业领导者都采取了一个共同的应对策略——动员式传播。文章对动员式传播的特征、内涵、机理及风险进行了系统总结。动员式传播是组织沟通的一种特殊形式,具有传播受众的参与性、传播性质的"对话"化、传播层级扁平化、传播过程的情感性等特点。动员式传播的具体策略有"话语暴力"、"群众运动"、典型驱动和集体仪式等。动员式传播取得成功的内在机理在于,传播初期,动员式传播强化了受众的主体性,便于组织中的普通成员积极主动参与变革,而在后期则又"消解"了其主体性,便于传播发起者即变革主导者更容易掌控和更快速地推进变革。需要注意的是,动员式传播对受众的"操纵性"特点决定了其对企业健康发展来说存在一定的风险。

Based on the literature review of domestic and foreign research on enterprise reform,it is found that when the enterprise reform faces uphill struggle,the successful leader adopted a common coping strategy mobilization communication.This paper systematically summarizes the characteristics,connotation,mechanism and risks of mobilization communication,which is a special form of organizational communication with the the characteristics of audience participation,conversational communication,Flattened propagation levels,and emotional communication process.Its concrete tactics include“language violence”,“mass movement”,“typical drive”,“collective ritual”,etc..The internal mechanism for the success of mobilization communication is that,in the early stage,it strengthens the subjectivity of the audience so that the ordinary members in the organization can actively participate in the reform,while in the later stage,the subjectivity is dissolved so that the reform is easy to control and rapid to promote by the initiator of communication,namely the reform leader.It should be noted that the“manipulative”characteristic of mobilization communication to the audience determines that it may cause certain risk to the healthy development of enterprises.