“互联网时代企业生存法则就是用情感影响传媒,塑造形象,然后让这种形象变成资本。”—美国西北大学凯洛格商学院国际品牌大师博比·卡尔德国企形象传播理论涉及新闻学、传播学、政治学、营销学等多个学科领域。进入21世纪以来,这一理论渐渐进入传媒界视野。究其原因,一方面是因为国有企业经济总量不断上升,愈发需求一个正面负责任的实体形象与之相匹配;另一方面,企业形象 “The rule of business survival in the Internet era is to use emotion to influence the media, shape the image, and then make that image a capital.” - Bobby Calder, International Brand Master, Kellogg School of Management, Northwestern University Involved News Release Learning, communication, political science, marketing and other disciplines. Since entering the 21st century, this theory has gradually entered the media field of vision. The reason is partly because the total economic output of state-owned enterprises is constantly on the rise, and there is a growing demand for a positive and responsible entity image to match it. On the other hand, the corporate image