国家自然科学基金委组织形象构建与传播策略研究

发布时间：2018-05-11 15:10

本文选题：国家自然科学基金委员会 + 组织形象　；参考：《湖南大学》2011年硕士论文

【摘要】：组织形象是社会公众心目当中所行成的对组织的总体印象和评价。随着新公共管理运动的开展,政府组织职能开始转型,服务性增强,更加重视将社会公众对组织的总体印象和评价作为组织工作绩效的考察依据。因此,研究者开始从传播学视角考察政府组织和其他非盈利性组织的组织形象构建活动,力求从组织形象构建这一角度为组织机构进行组织传播活动提供有益的探索方向和传播策略建议。国家自然科学基金委员会(简称自然科学基金委,下同)是国务院直属的主管国家级自然科学基金的事业单位管理机构,是我国基础研究的重要支撑力量,对支持科学原始创新、培养创新人才、营造自由探索氛围、引导科学研究发挥着重要的作用,在构建国家创新体系中扮演着重要的角色。自然科学基金委的传播活动属于典型的组织传播,通过组织内传播和组织外传播肩负对内提升组织凝聚力和对外提升组织美誉度的职责。通过对自然科学基金委组织性质与组织特点的分析,从政治学、传播学、公共关系学进行考察,论述自然科学基金委对内对外构建组织形象的必要性和重要性。其中,自然科学基金委对内构建组织形象,可以增强组织凝聚力和员工归属感和荣誉感,通过营造组织文化氛围和提高激励效用来实现组织内部的高效运转；对外构建良好的自然科学基金委组织形象,既是对公民权利的回应,也为组织发展营造良好的外部环境,促使自然科学基金委通过打造公开、透明的服务型组织形象在我国基础研究传播领域中发挥导向作用。通过对自然科学基金委组织形象构建和传播活动的传播工具、传播模式、传播环境等进行分析考察,阐述分析自然科学基金委组织形象构建的动因、目标和任务。由于互联网技术的迅猛发展,传播媒介相互融合和渗透趋势增强,传播环境出现创新和变革,自然科学基金委组织形象构建和其他传播活动更加积极化和主动化。同时,基于自然科学基金委组织形象面对的各利益攸关方考虑,自然科学基金委的组织形象构建的目标和任务更加细化和联动。通过对传播环境的把握以及传播规律的分析,基于自然科学基金委组织形象构建和其他传播活动实际,提出包括形象系统构建、传播工具运用等在内的传播策略建议。在新的传播环境中进行自然科学基金委形象构建,首先需要树立传播、互动观念,通过建立自然科学基金委的CIS系统,明晰对外传播内容与形象。同时,在巩固现有传播媒介的基础上,提高新媒体使用能力,利用网站、微博等方式进行组织传播。自然科学基金委的组织形象构建工作对组织内部和外部都有重要的影响,需要组织自身的高度重视和部署落实,以期通过良好的组织形象,为组织活动提供良好的内外部环境。
[Abstract]:Organization image is the overall impression and evaluation of the organization in the eyes of the public. With the development of the new public management movement, the functions of government organizations begin to transform, and the service is enhanced. More attention is paid to the overall impression and evaluation of the organization by the public as the basis for the evaluation of organizational performance. Therefore, from the perspective of communication, researchers began to examine the organizational image building activities of government organizations and other non-profit organizations. From the perspective of organization image construction, this paper tries to provide useful exploration direction and communication strategy for organization. The National Natural Science Foundation Committee of the people's Republic of China (NSFC) is the administrative institution in charge of the state-level natural science foundation directly under the State Council, and is an important supporting force for basic research in China. It plays an important role in supporting scientific original innovation, cultivating innovative talents, creating free exploration atmosphere, guiding scientific research, and playing an important role in the construction of national innovation system. The communication activities of the Natural Science Foundation belong to the typical organizational communication, which shoulders the responsibility of promoting the cohesion of the organization and promoting the reputation of the organization outside the organization through the communication within and outside the organization. Based on the analysis of the nature and characteristics of the organization of the Natural Science Foundation Committee, this paper discusses the necessity and importance of constructing the organization image of the Natural Science Foundation Committee from the perspectives of politics, communication and public relations. Among them, the natural science foundation committee constructs the organization image to the internal, can enhance the organization cohesive force and the staff sense of belonging and the honor, through creates the organization cultural atmosphere and the enhancement incentive utility realizes the organization internal high efficiency operation; To construct a good image of NSFC is not only a response to civil rights, but also a good external environment for the development of the organization. Transparent service organization image plays a leading role in the field of basic research and communication in China. Based on the analysis and investigation of the communication tools, communication modes and communication environment of the organization image construction and communication activities of the Natural Science Foundation Committee, this paper expounds the motivation, goal and task of the organization image construction of the Natural Science Foundation Committee. Due to the rapid development of Internet technology, the trend of media integration and penetration is enhanced, the communication environment is innovated and changed, and the organization image construction and other communication activities of the Natural Science Foundation Committee become more active and active. At the same time, based on the consideration of various stakeholders, the objectives and tasks of the organization image construction of NSFC are more detailed and linked. Based on the understanding of the communication environment and the analysis of the law of communication, based on the construction of the image of the Natural Science Foundation Committee and the reality of other communication activities, this paper puts forward some communication strategies including the construction of the image system and the application of the communication tools. In order to construct the image of NSFC in the new communication environment, it is necessary to establish the concept of communication and interaction, and to clarify the content and image of external communication through the establishment of NSFC's CIS system. At the same time, on the basis of consolidating the existing media, improve the ability of using new media, use websites, Weibo and other ways to organize communication. The construction of the organization image of the Natural Science Foundation Committee has an important impact on both the internal and external aspects of the organization. It needs the organization to attach great importance to and deploy and implement the organization itself in order to provide a good internal and external environment for the organization activities through a good organization image.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G322;G206

【参考文献】