中国能源企业科技传播效果及提升策略探讨——以某油气行业央企为例

Discussion On The Effect Of Technology Communication And The Promotion Strategy Of Chinese Energy Enterprises

能源产业是我国重要的支柱产业,其科技传播与科技创新同等重要.本文以某油气行业央企为研究个案,通过科学设计与抽样,发放《科技传播对内员工调查问卷》《科技传播对外公众调查问卷》,对科技传播效果进行调研.并以该央企为例,研究发现,我国能源企业科技传播的成效显著,但也存在大量的科技成果未能让内外部公众知晓和传播、内外部形象不够统一等问题.因此,本研究从品牌内容建设和媒体渠道两大部分入手,提出以技术品牌和技术榜样为内容抓手、以"内外媒体共振"为媒体联动方式、打造"科技强企"形象等能源企业科技传播力提升策略,充分发挥科技传播在健全能源科技创新协同机制、推动优势企业强强联合、推进科技成果示范应用等领域的关键性作用.

Energy industry is an important pillar industry in China,and its technological communication is equally important as technological innovation.This paper to an oil&gas industry state for research case,through scientific design and sampling,issued the technology communication internal staff questionnaire and technology communication foreign public questionnaire,investigate the communication effect of science and technology,and from the brand content construction and media channels,put forward to the promotion strategy by grippering technology brand and technology model,to"resonance"inside and outside media for the media linkage way,creating the image of technological enterprises for energy enterprises in technology transmissibility.