基于整合营销传播理论的YCYT企业文化传播渠道优化研究

发布时间：2018-03-09 01:20

本文选题：企业文化　切入点：整合传播　出处：《西北大学》2015年硕士论文　论文类型：学位论文

【摘要】：YCYT股份有限公司作为一个拥有百余年发展历史的省属大型能源企业,不仅为新中国能源行业的发展贡献出许多物质财富,也通过在工作中的提炼与总结提出了具有自身特色的“埋头苦干、开拓创新”的企业精神财富。在全球油价呈下行趋势的今天,YCYT在“明形势、知危机”的发展背景下,优化企业文化传播渠道,提升企业文化传播效能,对凝聚员工人心,催生企业发展动力来说十分重要。而YCYT在目前的企业文化传播工作中仍存在许多问题。因此,运用整合营销传播理论的科学做法和实践经验,探究YCYT企业文化传播渠道的优化方案,就有很强的现实意义,也成为本文的选题来源。在研究过程中,本文通过梳理国内外企业文化与整合营销传播理论研究近况,对YCYT企业文化的发展及传播现状进行问卷调查与总结研究,并对比整合营销传播的相关做法,发现了YCYT在企业文化传播渠道上存在传播渠道的组织保障水平有待提升,传播渠道的运用效果较差,传播载体较滞后,创新型传播方式缺乏等问题。在此基础上本文提出了基于整合营销传播理论的YCYT企业文化传播渠道的优化方案：包括基于组织提升的企业文化学习体系优化设计,基于行为规范体系的企业及员工行为优化设计,基于企业文化馆的企业文化固化传播优化设计,基于构建新媒体传播渠道的企业文化传播工具优化设计以及基于精准分析员工需求,创新企业文化传播活动的企业文化传播载体优化设计。为保证优化方案的落地,本文还提出了基于整合营销传播理论的YCYT企业文化传播渠道优化方案的实施保障,包括建立制度保障、人力资源保障、企业文化传播的反馈渠道保障和建立企业文化传播的动态评价体系保障。论文下一步的研究方向则是在油价下行形势下,如何通过企业文化的传播进一步加强形势教育与重建员工信心,在企业未来发展中如何利用企业文化来引导员工科学认识国企改革,积极参与国企改革。
[Abstract]:As a large provincial energy enterprise with a history of more than 100 years, YCYT Co., Ltd. not only contributes a lot of material wealth to the development of the energy industry in New China. Through the refining and summing up of the work, the paper also puts forward the enterprise spiritual wealth with its own characteristics of "burying in the hard work, opening up for innovation". Today, when the global oil price is in a downward trend, YCYT is developing against the background of "knowing the situation, knowing the crisis". It is very important to optimize the channel of corporate culture communication and enhance the efficiency of corporate culture communication, which is very important to unite the people of the staff and give birth to the motive force of enterprise development. However, YCYT still has many problems in the present work of corporate culture communication. Using the scientific practice and practical experience of integrating marketing communication theory to explore the optimization scheme of YCYT enterprise culture communication channel has strong practical significance and becomes the source of this thesis. Through combing the recent research situation of enterprise culture and integrated marketing communication theory at home and abroad, this paper makes a questionnaire survey and summary study on the development and communication status of YCYT enterprise culture, and compares the relevant practices of integrated marketing communication. It is found that the organizational guarantee level of YCYT communication channel needs to be improved, the application effect of communication channel is poor, and the communication carrier lags behind. Based on the lack of innovative communication methods, this paper puts forward the optimization scheme of YCYT corporate culture communication channel based on integrated marketing communication theory, including the optimization design of corporate culture learning system based on organizational upgrading. Enterprise and employee behavior optimization design based on behavior standard system, corporate culture solidification communication optimization design based on enterprise culture center, The optimization design of corporate culture communication tools based on the construction of new media communication channels and the optimization design of corporate culture communication carriers based on accurate analysis of employees' needs and innovation of corporate culture communication activities. This paper also puts forward the implementation guarantee of the YCYT enterprise culture communication channel optimization scheme based on the integrated marketing communication theory, including the establishment of system guarantee, the human resources guarantee. The feedback channel guarantee of enterprise culture communication and the guarantee of establishing dynamic evaluation system of enterprise culture communication. The next research direction of this paper is under the downward situation of oil price. How to further strengthen the situation education and rebuild the employee's confidence through the dissemination of the enterprise culture, how to use the enterprise culture to guide the staff to understand the reform of the state-owned enterprise scientifically in the future development of the enterprise, and actively participate in the reform of the state-owned enterprise.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F270

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