摘 要
本文旨在探讨新媒体时代企业形象传播策略。随着互联网的蓬勃发展和社交媒体的普及，企业的形象传播方式和手段已经发生了翻天覆地的变化。本文以文献研究的方式，综合分析了相关理论和案例，提出了在新媒体时代企业形象传播的策略。其中，社交媒体、微信公众平台和短视频平台是当前最受欢迎的企业形象传播渠道。社交媒体可以增强企业和消费者的互动性，提高品牌形象的认知度。微信公众平台则可以通过形式灵活、实时互动等特点，促进企业与顾客之间的联系。短视频平台推广企业形象，增加企业产品的知名度和影响力。
关键词：新媒体时代、企业形象传播、策略
Abstract
This paper aims to discuss corporate image communication strategies in the new media era. With the vigorous development of the Internet and the popularity of social media, the image communication methods and means of enterprises have undergone earth-shaking changes. This paper comprehensively analyzes relevant theories and cases in the form of literature research, and puts forward the strategy of corporate image communication in the new media era. Among them, social media, WeChat public platform and short video platform are currently the most popular corporate image communication channels. Social media can enhance the interaction between businesses and consumers and increase brand awareness. The WeChat public platform can promote the connection between enterprises and customers through flexible forms and real-time interaction. The short video platform promotes the corporate image and increases the popularity and influence of the company's products.
Keyword: New media era, Corporate image communication, Strategy
目录
摘 要 1
Abstract 1
1绪论 1
2企业形象在新媒介环境下的传播模式 1
2.1关于企业形象的认识和相关理论 1
2.2公司形象在新媒介环境下的传播原理 2
2.3公司在新媒介环境下的形象沟通战略特征 2
3企业在新媒介环境下的形象沟通战略 2
3.1企业形象在社会媒介中的传播战略 2
3.2微信公众号的公司形象宣传战略 3
3.3企业形象在短视频平台中的传播战略 3
4企业形象在新媒介环境下的传播战略研究 4
4.1中国网络公司的形象宣传 4
4.2在跨国企业中进行宣传 4
4.3工业企业的形象宣传 4
5结论 5
参考文献 6
