论文部分内容阅读
学界、专家关于企业社会责任的定义各异,对于企业社会责任的内涵的理解和如何体现,受到行业、社会环境(文化、价值等)以及企业自身等影响,企业责任的传播形态也呈现出差异性。在当今企业面临着各种的挑战,竞争同质化加剧,选择的多样化及传播环境巨变的环境下,企业责任公益项目作为企业形象传播新的内容,为了探寻成功的公益项目传播具备什么样的形态,本文选择了具有影响力的15个公益项目为分析案例,归纳了七种传播的类型,并在结合案例传播内容,列举的相应话语模式,
Academics and experts on the definition of corporate social responsibility for different, understanding of the connotation of corporate social responsibility and how to reflect, by the industry, the social environment (culture, value, etc.) and the impact of the enterprise itself, corporate communication forms also showed the difference . In today’s enterprises are faced with various challenges, homogenization of competition intensified, diversification of choices and dramatic changes in the communication environment, corporate responsibility public service projects as a corporate image to disseminate new content, in order to explore what kind of successful public service projects This article chooses influential 15 public welfare projects to analyze the case, summarizes the seven types of communication, and in the case of communication content, enumerate the corresponding discourse model,