A Study On New Media Integrated Communication Of Chinese State-owned Enterprises In Pan-media Era

The state-owned enterprises or government-invested enterprises cover directly most of the country's pillar industries, playing an important role in national economy and social development.With the rapid development of market economy and the rise of Internet technology in recent years, the emerging mobile Internet platforms and social media lead the formation and change of the structure of power in media, which became the essential power to reform communicating models and lifestyles, breaking the one-way communication model of state-owned enterprises from top to bottom.Furthermore, every move for state-owned enterprises can easily arouse public concern and extensive discussion due to the expansion of the channel and flatting trend of communication relations. Accordingly,learning how to integrate channel and resource of communication, including building an experimental communication stage, projecting a positive corporate image, enhancing the validity of guidance to network public opinion and promoting the value of the brand is justice of sustainable and sound development of state-owned enterprises in the new digital era.This paper, through theoretical analysis and in-depth discussion on new media and integrated marketing communication at home and abroad in recent years,describes the practical significance of integrated communication of new media to the improvement of news dissemination and discourse. The media social showed development trend and pattern of pan-media, against this major background, this article unscramble new dissemination context of state-invested enterprises and put forward concept and connotation of integrated communication of new media.Through statistical and qualitative analysis about Guangzhou power supply,this paper makes effort to observe the current situation and deficiency of new media integrated communication in most government-invested enterprises.After case study and data analysis, in-depth discussion and research was carried out through multi-communication platform?communication strategies and ecological systems of communication from three observation dimensions on the basis of respectfor the communication characteristics of state-owned enterprise itself. And relatively scientific and systematic communication strategies and integration of state-owned enterprise are built up.As a conclusion, the author proffered regrets at the paper's weakness limited by research level and sorry for the full data of enterprises were not made known, and expresses future expectation in advanced theory research and continuous development of practice.