融媒体背景下企业形象构建与传播--以长沙烟草为例

Corporate Image Construction and Communication in the Context of Media Integration:Taking Changsha Tobacco as an Example

企业形象作为企业发展的生命线,对其进行建构和传播有助于建立良好声誉、增加经济和社会效益、提升企业竞争力、凝聚企业向心力。随着媒介融合的不断深入,融媒体的应用也日益广泛,其在扩大受众面、革新媒介生态、丰富传播渠道、强化舆论引导等方面对企业形象的建构与传播具有重要支持作用。因而有必要利用融媒体强化企业形象和文化认同、打造宣传广场效应、创新互联网思维和应用理念、丰富多元化内容生产、创新个性化内容传播。

As the lifeblood of enterprise development,the construction and dissemination of enterprise image will help to establish a good reputation,increase economic and social benefits,enhance enterprise competitiveness,and gather enterprise centripetal force.With the continuous deepening of media integration,the application of financial media has become increasingly widespread,which plays an important role in supporting the construction and communication of corporate image in terms of expanding the audience,innovating the media ecology,enriching the communication channels,and strengthening the guidance of public opinion.Therefore,it is necessary to use financial media to strengthen corporate image and cultural identity,create publicity plaza effect,innovate Internet thinking and application concepts,enrich diversified content production,and innovate personalized content dissemination.