A Study On Medialization Of Companies

"Medialization of companies" is a new concept emerged in the past several years. The new occurrence reflects the revolution between business and the media in the mobile Internet era in which describes a pattern as to a tendency like the boundaries of corporation and media blur even blend with each other under the current media industry landscape, corporation trends to be more and more like a media rather than an enterprise. The media function of the enterprise itself has being expanded increasingly, and is able to assume the function in most of the professional media independently also serves themselves, which has induced information communication and content production to become the essential functions of enterprise internal configuration. Compared with corporation we media, the media of the enterprise has a richer theoretical connotation which corresponds to a higher level application, not only emphasizes the media capabilities of the corporation, but also the media attribute of the enterprise. No matter in the area of business or the media sector, there is a certain level of understanding, while gives rise of the view's expressions and the theory's presences, both of them are slightly rough and complicated resulting in the lack of a standardized system theory whatsoever in a very limited significance.This article will focus on " medialization of companies" trend as an independent study object, from combing the ideas in diverse sectors to assure its basic connotation, and to clarify few complicated concepts. Based on the interpretation of" medialization of companies" clarifying the origins of theory and outlining its outstanding features, specifically it includes independent enterprise independently control the new media means, companies realize the specialization of professional information dissemination, the output socialization content of foreign enterprises and the access to have gradually media credibility. This is a progressive process includes "tool master-content operation-nature change". Secondly, combining with the specific case, to classified and analysis the four forms of expression under the circumstance of the medialization of companies including the Internet corporation has the gradient tendency of public information service platform, traditional enterprises take full advantage of the public information service platform, the "extensive use of medium" among the traditional enterprises'performance, enterprise acquisitions and transformation of media project. This process reflects the difference the between Internet enterprise and the traditional enterprise performance in the expression of medialization. Moreover, discusses and analysis the media platform choice the medialization of companies, divided into three categories, namely comprehensive social media platforms, We Media platform, and corporation's self-built APP.Furthermore, I focus on the the formation mechanisms in both internal and external medialization of companies including the innovation-driven for both advertising model and marketing, the social expansion of corporation internal media, the development power of the Internet media platform, as well as the cross-border business enterprise of the "reverse imitation". Based on the tripartite businesses-media-public relationship, to separately state the the social impact of medialization of companies in two corresponding parts. Finally, both analysis the material for various possibilities of the evolution trend under medialization of companies, and put forward the development proposals consequently, in particular, keep a rational attitude towards to the medialization of companies, especially alert to against the spread and out of control for media enterprises. Meanwhile, the enterprise shall bear some certain degree relevant social responsibility when it gains the developments.With the help of multi-disciplinary theory and a wealth of practical existing material, literature research, case analysis and sorting comparison research method in order to take on the clear and complete relatively presentation of the "medialization of companies" panorama. This article not only provides a reference for the coordinate transformation of media companies, but it also teases out a feasible way for the strategic transformation of traditional media. Furthermore, comply with the reference of the relevant search in media "cross-border" aiming to explore new cooperative relationship with the media companies which also contains great value.