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2010年以前,国有企业的宣传主要通过报纸、广播、电视等传统媒体来开展,其传播特点是单向式的,同时传播速度缓慢,限制了信息传递的时效性。在央企外部舆论环境亟待改善的今天,改变国企与生俱来的垄断低效形象刻不容缓。所幸,自媒体,特别是微博微信横空出世,为企业品牌传播路径提供了新的可能。本文试图论述自媒体时代电网企业品牌管理与传播策略,探讨如何进一步做好企业品牌管理。
Prior to 2010, the propaganda of state-owned enterprises was mainly carried out through traditional media such as newspapers, radio and television. The dissemination was characterized by one-way transmission and the slow transmission at the same time, limiting the timeliness of information transmission. At the moment when the external public opinion environment of the central enterprises needs to be improved urgently, it is urgent to change the inefficient monopoly inherent in state-owned enterprises. Fortunately, the media, especially Weibo WeChat, turned out to be a new possibility for the brand communication path of enterprises. This article attempts to discuss the strategy of brand management and communication of power grid companies in the era of media and discuss how to further improve the brand management of enterprises.