Enterprise Newspaper Research In The View Of Organizational Communication And Mass Communication

This paper aims to study the enterprise newspaper in new era. The enterprise newspaper is in the daily or weekly, bi-weekly form, which has a fixed name, published news reports as the main content of serials. Some of them have the provincial press and publication bureau registration, access to internal numbers, Some of them have the national unity No. cn can be public subscription, displayed, marketing, advertising in some places throughout the country. They are the developing press media, we have to create a dynamic, practical principle to study them.In this paper, Enterprise newspaper is defined as the core enterprise newspaper and export-oriented enterprise newspaper in accordance with different target audiences. Due to two types of propagation characteristic of them, this study use communication theory and mass communication theory to explain separately, hoping to find more rational laws of transmission at the base of some practical strategies.Chapter I of this article define the enterprise newspaper, the purpose of that is let everyone has a overall recognition and define the study sample. Chapter II is research the core enterprise newspaper with Organizational communication theory. I use "Qilu Petrochemical newspaper" as the typical sample, through some content analysis, looking for this type of enterprise newspaper's patterns, problems and prospects. Chapter III is to examine the export-oriented enterprise with the mass communication theory, using a typical sample of "wanke Weekly", through the text analysis and study its brand strategy, hoping that other similar enterprise newspaper can learn something from this lesson. Chapter IV is based on the previous outlook, from the positioning, competitiveness and develop space, give Systematical discuss about the enterprise strategy of running a newspaper.Through research this article we conclude that the core enterprise newspapers need to conform to the development of enterprises required to determine the right concept of communication and publicity, according to target audience to determine the content of newspapers. The export-oriented enterprise newspaper is the dissemination of Culture and shaping the brand image of enterprise, This needs to conform to the dissemination of the law, From the content, topics, narrative mode of differentiation to achieve a variety of aspects of survival, and thus come to the fore.In short, both types of them are integrated to enterprises. They should participate in the operation of enterprises and create the value for enterprises.