企业内刊社会化研究
发布时间：2018-08-28 19:29
【摘要】：随着互联网技术的不断发展,移动设备日新月异的更新,企业内刊社会化程度进一步加深。本文综合运用文献分析、问卷调查、数据统计等多种研究方法,从企业内刊动态发展的角度出发,首先,厘定了企业内刊及其社会化的定义；其次,论述了企业内刊社会化现状特与表现形式；再次,总结了企业内刊社会化的模式；最后,探讨了企业内刊在实现社会化过程中的动力机制与发展趋势。《万科周刊》《陶城报》与《SOHO小报》是极为典型的三类企业内刊,本文立足于三者内容归类后的统计数据,发现它们分别代表了企业内刊社会化的三大经典模式：成为定向出版物、成为行业报刊、成为社会公共媒体。在成为定向出版物的社会化过程中,企业内刊还需格外关注内刊外包业务的发展。企业内刊社会化具体表现为：一、内容的社会化。内容从以企业信息为主到以社会公共资讯为主,稿源从单一到多元；二、形式的社会化。发行方式由传统媒体为主到以新媒体为主,获取途径由完全免费到付费购买；三、功能的社会化。从企业内部信息集聚地到提供社会化信息服务的资讯平台,由联系企业用户到培养企业客户。企业内刊社会化的内在动因是由于在传统营销效果衰弱的现状下,内容营销全面兴起,从而推进内刊社会化进程；企业内刊社会化的外部压力主要来自媒体非相关性经营的扩张对公平竞争的市场造成了破坏,企业对不公平的竞争环境产生反弹,促进了企业内刊社会化；企业内刊社会化的物质基础来源于互联网的普及与发展,它为企业提供了免费而开放的第三方媒介平台。企业内刊社会化进一步发展也会带来企业自媒体化与企业媒体化的新趋势。
[Abstract]:With the development of Internet technology, mobile devices are updated with each passing day. This article synthetically uses the literature analysis, the questionnaire survey, the data statistics and so on many kinds of research methods, from the enterprise internal publication dynamic development angle, first, has determined the enterprise internal publication and its socialization definition; secondly, This paper discusses the present situation and manifestation of the socialization of internal periodicals in enterprises; thirdly, summarizes the mode of socialization of internal periodicals in enterprises; finally, This paper probes into the motive mechanism and development trend of the enterprise internal journal in the process of realizing socialization. "Vanke Weekly" Tao Cheng Bao "and" SOHO tabloid "are very typical three kinds of enterprise internal periodicals. This paper bases on the statistical data after the three contents are classified. It is found that they represent the three classical models of the socialization of internal journals: to become a targeted publication, to become an industry newspaper, and to become a social public media. In the process of socialization of orientation publication, enterprise internal publication should pay special attention to the development of outsourcing business. The socialization of the internal publication of the enterprise is manifested as follows: first, the socialization of the content. Content from enterprise information to social public information, contributions from single to pluralistic; second, form of socialization. The mode of distribution is from traditional media to new media, and the way of obtaining is from free to paid. Third, the socialization of function. From the internal information gathering place to the information platform to provide the social information service, from contact the enterprise user to train the enterprise customer. The internal cause of the socialization of internal journals is the rise of content marketing in an all-round way under the condition that the traditional marketing effect is weak, thus promoting the socialization process of internal periodicals. The external pressure of internal publication socialization mainly comes from the destruction of fair competition market caused by the expansion of media unrelated management, and the rebound of enterprise to unfair competition environment, which promotes the socialization of enterprise internal publication. The material foundation of enterprise internal publication socialization comes from the popularization and development of Internet, which provides free and open third party media platform for enterprise. The further development of enterprise internal publication socialization will also bring the new trend of enterprise self-media and enterprise media.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G237.5
本文编号：2210386
[Abstract]:With the development of Internet technology, mobile devices are updated with each passing day. This article synthetically uses the literature analysis, the questionnaire survey, the data statistics and so on many kinds of research methods, from the enterprise internal publication dynamic development angle, first, has determined the enterprise internal publication and its socialization definition; secondly, This paper discusses the present situation and manifestation of the socialization of internal periodicals in enterprises; thirdly, summarizes the mode of socialization of internal periodicals in enterprises; finally, This paper probes into the motive mechanism and development trend of the enterprise internal journal in the process of realizing socialization. "Vanke Weekly" Tao Cheng Bao "and" SOHO tabloid "are very typical three kinds of enterprise internal periodicals. This paper bases on the statistical data after the three contents are classified. It is found that they represent the three classical models of the socialization of internal journals: to become a targeted publication, to become an industry newspaper, and to become a social public media. In the process of socialization of orientation publication, enterprise internal publication should pay special attention to the development of outsourcing business. The socialization of the internal publication of the enterprise is manifested as follows: first, the socialization of the content. Content from enterprise information to social public information, contributions from single to pluralistic; second, form of socialization. The mode of distribution is from traditional media to new media, and the way of obtaining is from free to paid. Third, the socialization of function. From the internal information gathering place to the information platform to provide the social information service, from contact the enterprise user to train the enterprise customer. The internal cause of the socialization of internal journals is the rise of content marketing in an all-round way under the condition that the traditional marketing effect is weak, thus promoting the socialization process of internal periodicals. The external pressure of internal publication socialization mainly comes from the destruction of fair competition market caused by the expansion of media unrelated management, and the rebound of enterprise to unfair competition environment, which promotes the socialization of enterprise internal publication. The material foundation of enterprise internal publication socialization comes from the popularization and development of Internet, which provides free and open third party media platform for enterprise. The further development of enterprise internal publication socialization will also bring the new trend of enterprise self-media and enterprise media.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G237.5
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，本文编号：2210386
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